Study On The Product Design And Pricing Strategy Of Green Supply Chain Considering Reference Behavior Based On Carbon Poliqy

The customers in need begin to develop healthily and greenly.The tr aditional products only have the general attributes that can not meet the increa singly complex needs of consumers.The residents with social responsibility co nsciousness begin to pay attention to the impact of products on the environme nt.At the same time,the homogenization of products is becoming more and more serious,and the cost advantage of traditional resources is gradually lost.In the increasingly competitive market environment,if enterprises want to survi ve,they need to expand the width of product mix,adopt differentiated product strategies,and start to develop towards compound green products.The global e nvironmental crisis has also prompted countries to actively participate in the w ork of environmental protection.The implementation of the new concept of gre en development requires the active participation and responsibility of the gover nment.The government should take a macro view of the relationship between green and development,put green development in a leading position,no longer establish development on the basis of a large consumption of natural resource s,and encourage enterprises to produce safe ecological products that meet the needs of consumers and the natural environment.In this case,enterprises need to gradually produce green products,and customers’ consumption behavior will also have green preferences.Different from traditional common products,green product manufacturing needs higher R&D cost and production cost,and there i s a certain degree of substitution between green products and traditional produc ts,so the production of green products will inevitably compete with traditional products.Green product production not only meets the needs of the governmen t and the market,but also brings extra profits for enterprises,so as to achieve win-win situation.Based on the carbon tax policy,this paper studies the green design and pr ice strategy in the two-level supply chain.In the market,green products need t o compete with existing products for market share.Compared with ordinary pr oducts,green products have weak functionality but low pollution and environm ent-friendly characteristics.At the same time,three reference behaviors of cons umers are considered: price reference behavior,quality reference behavior and utility reference behavior.On this basis,through the analysis of carbon tax,gre en investment coefficient,customer price reference degree,product quality coeff icient and other parameters,it is concluded that:(1)when the supplier’s green production technology is poor and carbon tax level is high,increasing carbon t ax will lead to lower green degree,while in other cases,increasing carbon tax can promote the supplier to produce products with higher green degree;(2)un der three reference behaviors The green degree of products increases with the i ncrease of consumers’ green preference;(3)in the price reference behavior,the green degree first increases and then decreases with the increase of product qu ality,while in the utility reference behavior,the green degree increases with th e increase of product quality;(4)with the increase of green production technol ogy of suppliers,the green degree of products increases.Then according to the relationship between the carbon tax and the green degree,we get the govern ment’s optimal carbon tax strategy.When the supplier’s green production techno logy is at the high,medium and low levels,how should the government formu late the carbon tax to obtain the maximum product green degree without reduc ing the carbon tax.This paper introduces revenue sharing contract,constructs a coordination m odel based on carbon tax policy,analyzes the conditions of revenue sharing co ntract,the change of product green degree under coordination,and the impact of revenue sharing contract on carbon tax.The results show that:(1)suppliers can always benefit from revenue sharing contracts,while retailers can only ben efit from revenue sharing contracts when the sharing coefficient is in a proper range,so the key to achieve coordination lies in retailers;(2)when carbon tax is low,increasing carbon tax can promote supply chain coordination;when car bon tax is high,increasing carbon tax will inhibit supply chain coordination,a nd the government can By adjusting the carbon tax,we can influence the coor dination of supply chain;(3)when the supplier’s green production technology l evel is high,the revenue sharing contract can improve the performance of sup ply chain,while when the supplier’s green production technology level is low,the revenue sharing contract can not only improve the performance,but also h elp the supplier to weaken the adverse effect of carbon tax;(4)when the supp lier’s green production technology level is low,the supplier can provide When the green industry is in the early stage of development,a proper carbon tax p olicy can promote the coordination of the supply chain and make the supply c hain and the government benefit at the same time.Finally,the model is extended to consider the two situations of high prod uct quality and consumer green aversion.First,green products are not only en vironmentally friendly,but also have better product quality than ordinary produ cts(energy-saving lamps are not only environmentally friendly and have a long life).The research shows that:(1)when the quality of green products is poor,the green degree increases with the increase of quality,but decreases with the increase of quality when the quality is high,because the attraction of product quality to consumers offsets the green preference of consumers,Suppliers prod uce products with low green degree without losing sales,so as to reduce the g reen cost and obtain higher performance;(2)when the quality of green product s is in the middle level,the product green degree increases with the increase of consumer reference behavior,but when the quality of green products is high or low,the green degree decreases with the increase of reference behavior.Se cond,in real life,consumers are not always green preference.For example,pri ce sensitive consumers are neutral or even averse to the green attribute of pro ducts.Therefore,considering the situation of green aversion of consumers,the research shows that:(1)the green degree of products decreases with the increase of quality,the higher the quality of products,the more inclined the supplier s are to produce products with lower green degree to obtain more With high s ales volume,the increase of revenue and the decrease of green cost can offset the cost of carbon tax;(2)the green degree of products increases with the inc rease of consumer’s reference behavior.When consumers pay more attention to the utility of products,that is,the quality and price,the green sensitivity of co nsumers decreases,and suppliers produce products with higher green degree to reduce the cost of carbon tax;(3)The green aversion of consumers decreased and the green degree of products increased.