Research On The Decision And Coordination Mechanism Of Green Supply Chain By Considering The Customer's Preference

Industrialization and rapid development make a lot of social wealth accumulation,residents' disposable income greatly improved at the same time also brought increasingly severe environmental degradation,resource shortage,population expansion and so on a series of problems,all nature is a closed circulation system,if the economic development of ignoring environmental factors,the environment will affect the health of the residents and the quality of life.Current advocate ecological civilization construction and practice of green development strategy is dependent on the public to actively participate in,as the enterprise gradually turned to green production,people also tend to green life,start with the supply chain of production and consumption as the main body to the green supply chain development.Unlike conventional products in the traditional sense,environmental protection products need higher input due to environmental factors.On the one hand,enterprises choose to develop green products will enable customer differentiation needs to satisfy,increase the consumer benefits,at the same time pay attention to health products consumers are willing to pay higher prices for products;Due to certain substitution effect between two products,develop new products to the original form must be from product market,develop new products and make the product cost increase,companies need to weigh the new products to bring in additional income loss,the original products market,the relationship between the product costs.On the other hand,the uncertainty of consumers' attitude towards innovative production of green products leads to the uncertainty of the market demand of green products and increases the risk of profits.Manufacturers' production decisions are influenced by the uncertainty of market demand,the rising cost of products,and their attitude to the risk of profit change.First of all,we do not consider the impact of demand uncertainty on manufacturer profit,and manufacturers assumed to be the risk neutral at the same time,the production cost of two products as a fixed value,due to the environmental protection product compared to traditional products need to consider the effect of green degree,so it is more environmental protection product unit costs of production.As consumers have different preferences for two differential products,also there is a different utilityfunction,we can construct different products demand function based on utility function,the corresponding,manufacturers there are three ways to choose from,we will focus on three cases of decision and profit of the supply chain,and to explore the optimal production decision of manufacturers and product pricing,at the same time,we will compare the optimal production decision,the social welfare under the situation.Based on the optimal production decision of the manufacturer,the paper discusses the changes of the factors under centralized decision-making and decentralized decision-making,and establishes the income sharing contract to reach the level of centralized decision-making.Considering that the cost of developing green products by the manufacturer is affected by the green degree of the product,the production costs of green products include fixed costs and development costs.Different from the front,this part that consumer demand for green product function influenced by consumer preference coefficient,research and development of green products cost factor,consumer valuation coefficient on green products and green products price,establish the manufacturer's production function,and the supply chain decisions result and green products unit production costs are fixed.It is assumed that the change of demand will not affect the profit function of the manufacturer,but the reality is that the consumer attitude towards green products are often uncertain,influenced by green product demand uncertainty,manufacturers to develop green products profits will there is a certain risk.Manufacturers assumed to be the risk averse,product demand uncertainty obey normal distribution,supply chain profit model will change,and discuss the green product fixed and variable cost when the manufacturer's optimal production decisions,and by introducing the government macroeconomic regulation and control of the manufacturer is to produce behavior in line with the government and social expectations,realizing green production.