Manufacturer’s Sales Channel And Cooperation Strategy Of Green Technology Innovation In An E-commerce Supply Chain

The potential broad market of green consumption has encouraged an increasing number of enterprises to carry out green technology innovation activities,which can help them better expand their product market scale and obtain more profits in addition to fulfilling social responsibilities.In this paper,we examine a two-stage supply chain of ecommerce sales channels under different cooperative models.In stage 1,the manufacturer innovates green technology and entrusts the cooperative retailer to promote his green products for consumers’ green preferences to open and occupy the market.In stage 2,the manufacturer produces products with green technology and sells them with retailers in the offline and online channels considering consumers’ e-commerce preferences.The manufacturer’s online channel sales activity includes the free-riding behavior of the retailer’s green promotional service provided in stage 1.(1)We analyze the opening condition of e-commerce sales channel and channel selection strategies through the influence of manufacturer’s green technology innovation level,retailer’s green promotion service level,consumers’ free-riding level and green preference degree on product market demands.(2)We construct the Wholesale Price Model,Green Promotional Cost-Sharing Model and Centralized Model respectively,analyzes the cooperative relationship’s influence of different cooperation models on the manufacturer’s sales channel selection strategy,and study the influence of different cooperation models on the economic,ecological and social benefits.(3)In order to reduce the "double marginal effect" and realize the all-channel coordination of the supply chain,we design the revenue-cost sharing contract to make all members gain the profit of pareto improvement.We find that consumers’ green preferences are the main factor that affects green product market demand.The manufacturer and the retailer can raise the levels of green technology innovation and extend green promotional services to expand product market demand in online and offline channels.However,consumers’ e-commerce preferences and online free-riding behaviors affect the manufacturer’s sales channel choice.The retailer can improve the level of green promotional services to hold offline channel market demand,while promotional behaviors have a positive/negative spillover effect on online market demand if the level of free-riding falls above/below consumers’ e-commerce preferences.The higher the cooperative level is,the later the manufacturer will open the online channel and close the offline channel to ensure a high level of green promotional service from the cooperative retailer.By comparing the results of the centralized wholesale price and promotional cost sharing models,the levels of green technology innovation and green promotional services are the lowest in the wholesale price model.A green promotional cost sharing contract can cause these values to increase,but relative to the centralized model,economic,ecological and social benefits will still fail to reach the ideal levels.This means that the stronger the level of cooperation among all members is,the better the system’s operation efficiency will be.Therefore,we design a revenue-cost sharing contract that can effectively motivate green technology innovation and green promotional services and afford all members win-win profits.