| As the problem of environmental degradation and resource scarcity is becoming increasingly prominent around the world,many countries and regions have begun to reflect on the root causes of the problem and have introduced relevant policies to ensure the implementation of ecological and environmental protection,so as to effectively reduce resource waste and protect the environment.In response to the policy requirements,relevant manufacturing enterprises invest in green technology and equipment to improve the green level of their products,so as to improve their own profits and provide consumers with high green level products.But in this process,it also increases the risk of manufacturers and retailers,such as research and development risk,market demand risk,etc.In addition,with the rapid development of Internet shopping,the consumption pattern has also undergone great changes.In order to cope with risks and improve the market share of products,many enterprises have formed the dual-channel operation mode of offline and online coexistence,so as to increase the market share and increase corporate profits.Based on this,it is of great significance for enterprise operation to study the influence of different risk preference behaviors of members on dynamic decision-making of green dual-channel supply chain.In this paper,green supply chain theory,dual-channel supply chain theory,risk management theory,differential game theory and other relevant theories and methods are used to analyze the research content and hot topics of dual-channel supply chain of green products and the risk preference of supply chain members on the basis of relevant research status.With dual-channel for green products supply chain as the research object,using the method of differential game,consider members are risk neutral,only retailer risk aversion,only manufacturer risk aversion,members are all risk aversion.The impact of different risk preference behaviors of chain members on the dynamic decision of the green product supply chain was compared and analyzed.Matlab software was used for numerical simulation,and A company case analysis was used to verify the validity of the model and results.After research,the conclusions of this paper are as follows:(1)Consumers’ green preference is positively correlated with product green level,green innovation effort,wholesale price,online sales price and traditional sales price;Offline sales share is inversely proportional to product green level,green innovation effort and online sales price,And the impact of offline sales share on manufacturers’ wholesale prices and traditional channel sales prices will be affected by consumers’ green preference.(2)Product green level,green innovation effort,wholesale price and online sales price are positively correlated with retailers’ risk aversion coefficient,and negatively correlated with manufacturers’ risk aversion coefficient;Traditional selling price is negatively correlated with manufacturer’s risk aversion coefficient,while the relationship between traditional selling price and retailer’s risk aversion coefficient depends on consumers’ green preference.(3)The green level of the product will eventually become stable in a continuous period of time,and the higher the level of green products,the higher the profit of supply chain.When the members of the supply chain take risk-averse behaviors,the total profit of the supply chain is higest in the case of the retailer’s risk-averse situation.However,as the number of risk-averse members increases,the total profit of the supply chain will gradually decrease.In this paper,differential game is used to describe the dynamic change process of product green level in continuous time,and its dynamic influence on supply chain decision makers is studied,which provides new ideas and methods for the study of green supply chain.The mean-variance method is used to describe the risk avoidance behavior of supply chain members,which makes the research more practical. |
PDF Full Text Request