The Impact Of Government Subsidies,marketing Effort And Environmental Preference On Green Supply Chain Decision-making

At present,the problems of resource depletion and environmental pollution caused by economic development are becoming more and more serious.These problems not only damage the corporate image,but also reduce the competitiveness of enterprises.Therefore,enterprises must implement green supply chain management in order to improve their competitiveness and develop sustainably and healthily.In the supply chain,enterprise’s decision-making behavior is influenced by various factors.On the one hand,Government subsidy behavior and retailer marketing behavior have an impact on enterprise decision-making.On the other hand,consumers’ awareness of environmental protection forces enterprises to produce green products.Based on the above background,this paper establishes game models considering the factors such as differentiated subsidies,marketing effort,environmental preference,and studies the decision-making behavior of manufacturer and retailer in the green supply chain through the method of game theory.Firstly,this paper discusses the difference of subsidy effect of different subsidy strategies in green supply chain.Considering differentiated subsidies and other factors,this paper establishes game models under different subsidy strategies,and analyzes and compares the subsidy effects of the three subsidy strategies through performance price ratio,social welfare and other evaluation indicators.Secondly,considering marketing effort and other factors,this paper establishes three different game models,discusses the influence of marketing effort sensitivity coefficient and marketing investment coefficient and other factors on the optimal decision-making of supply chain.Finally,considering environmental preference heterogeneity and other factors,this paper establishes two different game models,solves the the two models respectively,analyzes the influence of environmental preference heterogeneity on the optimal decision-making and subsidy effect of supply chain.The results show that:（1）The advantages and disadvantages of subsidy effects of different subsidy strategies vary according to the evaluation criteria.When product greenness,retailer profit,performance-price ratio and social welfare are taken as the evaluation indexes.The advantages and disadvantages of the three subsidy strategies are as follows:manufacturer subsidy,consumer subsidy,no subsidy.When manufacturer’s profit is taken as the evaluation index,the advantages and disadvantages of the three subsidy strategies are as follows: consumer subsidy,manufacturer subsidy,no subsidy.（2）The increase of marketing effort can increase retail price,demand,manufacturer’s income,and lower wholesale price.The increase of marketing effort sensitivity coefficient can improve the greenness,marketing effort,wholesale price,retail price,supply chain members’ income.The increase of marketing input coefficient can reduce greenness,marketing effort,wholesale price,retail price and supply chain members’ income.（3）Whether the proportion of consumers with high environmental preference changes or the subsidy coefficient changes,the heterogeneity of environmental preference always reduce the greenness of products,wholesale price,retail price and the profits of manufacturer and retailer.Ignoring preference heterogeneity will lead to a certain degree of deviation in the effect of government subsidies.