Research On Pricing And Coordination Of Agricultural Supply Chain Under Consumer’s Low Carbon Preference

With the development of social economy,people have higher and higher requirements for the quality of life.The daily diet requires green,the living environment requires ecological,the daily life requires convenient and so on.Low carbon agriculture in the face of huge carbon emissions and electricity difficulties and the government’s role is not obvious and other factors make the supply chain cost and market demand has profound changes and important influence on the mode of production,operation strategy,more and more enterprises through cooperation,reform for the production and marketing links,in order to meet the needs of the consumers.This paper focuses on the two-level supply chain system composed of low-carbon agricultural products manufacturers and retailers,starting from consumers’ low-carbon preferences,using Stackelberg game theory,to study the impact of sales channels,enterprise emission reduction,low-carbon publicity,channel competition,product preservation and government subsidies on the agricultural products supply chain.In addition,coordinate with supply chain enterprises through the two-way cost sharing model.The main work and research results are as follows:(1)Research on the pricing of dual channel low carbon agricultural products supply chain: This paper mainly combines the emission reduction function of enterprises,the demand function of consumers and the mixed dual channel to establish the "manufacturer dual channel low carbon agricultural products pricing model(MT model)" and "manufacturer retailer mixed dual channel low carbon agricultural products pricing model(MRT model)" to compare the centralized and decentralized decision-making results and get the relevant results Conclusion.The results show that MRT model is better than MT model and centralized decision is better than decentralized decision.(2)Research on the coordination of dual channel low-carbon agricultural product supply chain: it mainly combines enterprise emission reduction,channel competition and product preservation.Based on the dominant position of agricultural product retailers,by constructing two channel structures of traditional channel(CR model)and retailer opening network platform(CW model),it analyzes consumer channel preference,consumer low-carbon preference and freshness preference on supply chain The impact is coordinated through a two-way cost sharing model(CT model).The results show that under certain conditions,the profit,emission reduction efforts and preservation efforts of CW model are higher than those of Cr model;CT model can effectively coordinate the supply chain.(3)Research on coordination of supply chain of low-carbon agricultural products under government subsidies: it mainly combines enterprise emission reduction,government subsidies and low-carbon publicity,and effectively solves the problem of uneven profit distribution caused by one-way cost sharing by constructing centralized decision-making model,decentralized decision-making model and two-way cost sharing model,which promotes mutual understanding among enterprise members,It is of great significance to deepen cooperation and improve profit margin.