Supply Chain Emission Reduction R&D And Cooperative Advertising Strategy Under Carbon Trading Environment

With the large consumption of fossil energy based on carbon and extensive industrial production methods,excessive emissions of greenhouse gases such as CO₂have been caused,the global climate has become warmer,and the contradiction between economic development and ecological environmental protection has become increasingly prominent.In response to the issue of climate change,the international community has taken active actions,with the carbon trading market being the most common.The establishment of a carbon trading market has made carbon emission rights a commodity or option that can be traded.At the same time,consumers have also formed a certain low-carbon life and low-carbon consumption awareness in the subtle,thus promoting the consumer market of low-carbon products.In order to be in an invincible position in the carbon trading market,enterprises as the main body of carbon trading have invested in the research and development of low-carbon energy-saving products,in order to alleviate the environmental problems caused by carbon emissions,and avoid carbon trading caused by excessive carbon emissions cost issue.In order to introduce the low-carbon products developed by the manufacturers to the market,the retailers will promote the cooperation with the manufacturers by sharing the advertising costs for their own interests.At the same time,in order to promote the sale of low-carbon products,retailers will also respond to market demand and open up online sales channels.Based on the above background,this paper constructs a two-level low-carbon supply chain game model composed of manufacturers and retailers in the context of carbon trading,and introduces the retailer's advertising efforts and manufacturers'emission reduction R&D level in the model.The impact of demand and the expansion of retailers from single channel sales to dual channel sales.Using game theory,it analyzes how manufacturers choose the optimal R&D level in different situations,how retailers can cooperate with manufacturers to promote low-carbon products,and discuss different carbon quotas under government regulations.The impact of horizontal and carbon trading market prices and consumer channel preferences under the retailer's dual channels on corporate decision-making.The main findings are as follows:Firstly,when considering the impact of the carbon trading market on corporate behavior,whether or not a centralized decision-making approach is adopted,the level of R&D of manufacturers and the level of advertising input of retailers increase as their margins increase.And when consumers pay more attention to the low carbon level of products,manufacturers will increase the low carbon research and development of products.In contrast,centralized decision-making will result in higher levels of emission reduction R&D and advertising investment,and will also bring more profits to the supply chain as a whole.Under decentralized decision-making,manufacturers will be willing to share the retailer's advertising input cost only if their marginal profit level is high and the retailer's marginal profit reaches a certain level.Secondly,when considering the impact of the carbon trading market on corporate behavior,whether or not adopting a centralized decision-making approach,the carbon trading market price and government carbon credits derived from the carbon trading market construction will make manufacturers pursue low carbon products.The degree will also allow retailers to invest more in the market.Under decentralized decision-making,manufacturers are more concerned with the retailer's advertising share rate and the low-carbon product demand reduction R&D level elasticity,the low-carbon product demand for the advertising investment level elasticity and the carbon trading market price and the government carbon allowance,and the emission reduction research and development.The cost factor and the cost factor of the advertising investment are inversely proportional.Finally,when retailers expand their sales channels to dual channels,the study find that consumers'preference for online channels will lead to manufacturers'optimal emission reduction R&D levels and retailers'optimal advertising levels.improve.Manufacturers'retail share of retailers will also increase as consumers'preference for online channels increases.The relevant conclusions are verified by numerical simulation,which confirms the reliability of the relevant conclusions.This paper analyzes the R&D and cooperative advertising model of supply chain emission reduction under the carbon trading environment,and provides corresponding countermeasures for the decision-making of the emission reduction R&D level and advertising investment level of the supply chain enterprises in the carbon trading environment.The suggestion has theoretical and practical significance.