| In recent years,the dual-channel mode of selling products online and offline has become the most common sales mode.However,due to the difference of channel prices,many consumers have showroom behavior when buying products,and showroom effect caused by this behavior has become an important factor affecting the decision-making of supply chain enterprises.In addition,global warming caused by human excessive economic activities has a serious impact on the ecosystem,threatening the survival and development of human beings,reducing carbon emissions has become an inevitable trend and world consensus.If supply chain enterprises want to gain the leading power of market competition and the initiative of future competition,low carbon emission reduction is an inevitable choice,which poses new challenges to the operation and management of supply chain.Based on the above background,this paper comprehensively uses game theory,comparative analysis and numerical experiment to study the low carbon operation strategy of dual-channel supply chain under the showroom effect.The main research contents are as follows:Firstly,the low carbon operation strategy of dual-channel supply chain for risk-averse retailer under the showroom effect is studied.We construct the model of retailer’s online direct sales dual-channel and retailer’s online distribution dual-channel.Under the carbon trading policy,we study the influence of showroom effect and retailer’s risk aversion on the optimal decision and expected profit of supply chain members.By comparing supply chain model with or without carbon emission reduction investment,the influence of manufacturer’s carbon emission reduction decision is analyzed.The results show that the sales price of network channel will increase with the enhancement of showroom effect,while the sales price of traditional channel will decrease with the enhancement of showroom effect when the emission reduction cost coefficient is large.Retailer’s risk aversion is positively correlated with manufacturer’s pricing and emission reduction decision and negatively correlated with retailer’s and online distributor’s pricing decisions.Manufacturer’s investing in carbon emission reduction can improve the economic and environmental performance of supply chains.Secondly,the low carbon operation strategy of dual-channel supply chain for risk-averse manufacturer under the showroom effect is studied.Under the carbon trading policy,we consider the manufacturer’s online direct sales situation in which the manufacturer opens up online channel and the manufacturer’s online distribution situation in which the manufacturer seeks online distributor,analyze the influence of showroom effect and manufacturer’s risk aversion attitude on supply chain operation management,and compare the supply chain model with or without carbon emission reduction investment.Finally,numerical experiments are used to verify the theoretical results,and the member profits and carbon emissions of manufacturer dual-channel and retailer dual-channel are compared and analyzed.It is found that the emission reduction rate increases with the enhancement of showroom effect and decreases with the increase of manufacturer’s risk aversion degree.Showroom effect is only beneficial to manufacturer,while manufacturer’s risk-averse attitude is very unfavorable to the whole supply chain system.Both manufacturer and retailer will have greater profits in their dual-channel structure,and the carbon emissions under the manufacturer dual-channel model are higher.Finally,the joint emission reduction operation strategy of dual-channel supply chain under the showroom effect is studied.Under the carbon trading policy,we build a joint emission reduction operational decision-making model of the dual channel supply chain,solve the optimal operational strategy under the centralized and decentralized decision-making,analyze the mechanism between manufacturer’s carbon emission reduction investment,retailers’ low carbon publicity level,channel pricing and showroom effect,and further design the low carbon publicity cost-sharing contract to coordinate the supply chain.The findings are as follows: with the increase of consumers’ preference for low carbon,the low carbon publicity level,emission reduction rate and the profits of each main body of the supply chain will increase;With the enhancement of showroom effect,the low carbon publicity level,emission reduction rate and the profits of each main body of the supply chain will decline.The coordination effect of low carbon publicity cost-sharing contract will be weakened with the increase of showroom effect,but will be gradually enhanced with the increase of consumers’ low carbon preference. |
