Research On Supply Chain Channel Selection And Strategy Considering Product Greenness

In recent years,with the rapid development of the global economy,resource consumption has become more serious,and sustainable development strategies have been put on the agenda.For companies,companies have to increase the management and practice of green supply chains to comply with the trend of green environmental protection.Nowadays,with the continuous improvement of the Internet,a single traditional retail channel can no longer meet the needs of consumers.Online shopping has attracted a large number of consumers because of its speed and convenience.Then,under the dual-channel sales model,how to design and formulate efficient and feasible contract contracts based on the idea of supply chain management to ensure the effective operation of the entire supply chain system is urgently needed to be solved by the actual operation of the enterprise.Therefore,based on the consideration of the product green supply chain,it is of great theoretical significance and practical value to study the contract selection under the established channel structure and the selection of the channel structure under the established contract.Aiming at the secondary supply chain consisting of a single manufacturer and a single retailer,and considering the impact of product greenness on demand,this paper establishes a game model that comprehensively considers the channel structure and supply chain contract,and analyzes some important parameter pairs in the supply chain.The impact of product greenness and profit of supply chain members;Finally,analyze and compare the decision of supply chain members between different channel structures under the same contract,and draw some management inspiration.The main research findings of this article are described in the following two aspects: different supply chain contract aspects under the same channel structure:(1)in terms of product greenness and environmental benefits,compared to wholesale prices under a single channel structure and a retailer dual channel structure Contracts,revenue-sharing contracts,and cost-sharing contracts all improve product greenness and environmental benefits to a certain extent.Under the dual-channel structure of manufacturers,the greenness of products under cost-sharing contracts is higher than the greenness of products under wholesale price contracts.The greenness of products under the revenue sharing contract is less than the greenness of products under the wholesale price contract.(2)From the perspective of the profit of the members of the supply chain,under the three channel structures,the profit of the retailer is directly proportional to the sharing ratio / sharing ratio,and the profit of the manufacturer is inversely proportional to the sharing ratio / sharing ratio.The increase in retail sales increases,and only when the retailer 's profit is in the single-channel structure and the retailer 's dual-channel structure,when the sharing ratio / sharing ratio meets a certain threshold,the product greenness sensitivity coefficient has a positive correlation with it.(3)from the perspective of contract selection,the single-channel structure and the retailer 's dual Under the channel structure,manufacturers tend to share revenue contracts,while retailers prefer wholesale price contracts.However,compared to the wholesale price contract and the cost sharing contract,the revenue sharing contract is more conducive to weakening the dual marginal effect and realize the long-term cooperative development of supply chain members.Under the dual channel structure of the manufacturer,the manufacturer is more inclined to the cost sharing contract and retail.Businesses prefer revenue-sharing contracts,and wholesale price contracts can achieve long-term cooperation between the two parties.In terms of different channel structures under the same contract:(1)For product greenness and environmental benefits,under the wholesale price contract and cost sharing contract,the manufacturer's dual-channel structure product has the highest greenness and environmental benefits,but the revenue sharing contract The retailer's dual-channel structure has the best product greenness and environmental benefits.(2)From the perspective of supply chain member profits,the retailer's profit is under the wholesale price contract and the cost sharing contract.The retailer has the best profit when he chooses to open the online channel.Under the revenue sharing contract,the opposite is true.Manufacturing The retailer's profit is maximized in the dual-channel structure of the manufacturer;the manufacturer's dual-channel structure obtains the largest profit under the wholesale price contract and the cost sharing contract.Under the revenue-sharing contract,manufacturers get the most profits under the retailer's dual-channel structure.(3)Regarding the choice of channel structure,no matter what kind of contract,the opening of online channels is conducive to increasing the profits of members of the supply chain.Under the dual-channel structure of retailers,retailers will prefer online and offline same-price strategies to ease competition between channels and improve the degree of product greenness,which is conducive to cooperation between the two parties to achieve long-term development.The best solution is for the members of the supply chain to choose the retailer's dual-channel structure and revenue sharing contract.This is conducive to cooperation between the two sides and achieves long-term development.