Decision Making Of Supply Chain Low Carbon Promotion Cost Sharing Under Consumers’ Low Carbon Prefermance

In the low carbon economy era,the concept of sustainable development guides the formation of low carbon consumption consciousness.Consumers are not only concerned about the functional value of goods,but also increasingly concerned about the social value of goods and properties of low-carbon.In such environment,manufacturers and retailers need to put price,quality factor and low-carbon products and services them all into consideration,thus affecting the buying behavior of consumers.How to make a reasonable decision to promote low-carbon products operation,which has important theoretical value and practical value,has become a critical issue for manufacturers and retailers.In view of this,considering low-carbon consumer preferences have a positive impact on consumers,the market demand of the low-carbon products is determined by the low-carbon consumer preferences.First,retailers in the direct channel,the retailer decides how to promote low-carbon products to improve the low-carbon preferences of consumers.Following,under the direct network sales channels driven by electricity business environment,retailer is still responsible for low-carbon products,promotion,from which to obtain publicity service costs.Retailer decides online and offline channels the cost of investment level of promotion.According to the decision-making results,analysis the optimization of synchronous online and offline pairs of channels on the supply chain,and the impact of the publicity investment degree of online direct distribution channels to offline.Details are as follows:Firstly,in order to improve the retailer’s sales initiative,the manufacturer develops cost-sharing mechanism to lessen retailer’s cost of sales efforts.Then combined with reverse order calculation,establish a Stackelberg model to analysis this mechanism.By comparing the revenue changes of supply chain and the members separately in centralized model,decentralized model and cost-sharing model,found that,after the introduction of cost-sharing model,the optimal order quantity and the optimal efforts all increased.By further analysis,obtain that order quantity,sales effort and supply chain revenue was positively correlated with consumer preference for low-carbon,but the manufacturer’s cost sharing ratio was negatively correlated.Secondly,under the background of the rapid development of e-commerce,this paper study the dual-channel model of simultaneous distribution channels and online direct sales channels,and the optimization of the two-tier supply chain,and rhe impact to the offline market;Considering the market competition from the online market and low-carbon product market demand’s uncertainty,it is easy to cause excess risk of sub-line distribution products.In the dual-channel model,manufacturers establish the sharing mechanism of low-carbon promotional costs,based on the proposed repurchase contract.Draft the repurchase prices lower than the wholesale price to encourage retailers to improve efforts to sell.By comparing the two-channel’s and single-channel’s cost-sharing model and repurchase model of supply chain,found that compared to single-channel cost-sharing model,the effect to dual-channel cost-sharing model to optimize the supply chain revenue is better,and dual-channel repurchase model is more conducive to enhance the retailer’s revenue space,strengthen the cooperation between retailers and manufacturers will and willingness to improve the stability of the supply chain environment.