Research On Low Carbon Supply Chain Cooperative Advertising-Cost Allocation Strategy Under Carbon Emissions Trading Policy

At the same time of rapid economic development,ecological damage and climate change problems have followed,fearfully intimidating people's existence and healthy body.Achieving a low-carbon economy has become a core issue of close international attention.In response to government policy regulation and market demand,supply chain member companies often adopt joint emission reduction and advertise to boost the Long-term development of enterprises.Therefore,under the carbon emission trading policy,how to validly resolve coordination and achieve a win-win situation between the enterprise and the environment is crucial.In view of the above context,this paper takes the two-level supply chain consisting of a unitary supplier and manufacturer as the research object,discusses the optimum emission reduction resolve,optimal advertising effort and coordination under the carbon emission trading policy;first,build separately Under the carbon emission trading policy,the supplierled and manufacturer-led supply chain profit model uses the Stackelberg game method to solve.Then,it analyzes the non-contract,the cooperative advertising contract,and the cooperative advertising-cost sharing contract on the best unit product emission reduction,propaganda effort and profit in the supply chain;also discussed the environmental consciousness and carbon trading price to the unit product emission reduction Promote the impact of effort and profit.The conclusions are as follows:(1)Cooperative advertising contract and cooperative advertising-cost sharing contract can promote supplier emission reduction and manufacturer advertising investment,and can promote manufacturers and suppliers to "win-win",but only cooperative advertising-cost sharing contract can supply The chain is perfectly coordinated.(2)Compared with the cooperative advertising contract,the cooperative advertising-cost sharing contract is more favorable to the supplier,but for the manufacturer,whether to choose the cooperative advertising-cost sharing contract depends on the sharing ratio of the abatement cost,and the appropriate proportion will be Increase the profit of the manufacturer.(3)Consumers' low-carbon preferences have no impact on advertising efforts in a supplier-led supply chain,but cooperative advertising contracts are more favorable to manufacturers when low-carbon preference levels are lower;conversely,cooperative advertising-cost-sharing contracts are more Good.In a manufacturer-led supply chain,when low-carbon preference levels are low,cooperative advertising contracts allow manufacturers to invest less in advertising efforts to achieve higher profits;conversely,cooperative advertising-cost-sharing contracts can enable manufacturers to take lower Advertising strategy and higher profits.(4)When the price of carbon trading is low,no matter who controls the supply chain to choose cooperative advertising-cost sharing contract is more beneficial to manufacturers;on the contrary,cooperative advertising contract is more beneficial.This paper studies the issue of low-carbon supply chain emission reduction and advertising strategies.The results can provide a theoretical basis for the management and coordination of low-carbon supply chain under the carbon emission trading policy.It can also help the government to set a reasonable carbon price.