Pricing Decision In Dual-channel Supply Chain Considering Consumer Preferences And Cooperation Emission Reduction Under The Carbon Tax Policy

The governments have paid more and more attention to carbon emissions,and have successively proposed carbon tax policies and achieved good environmental benefits.The concept of sustainable development in the era of low-carbon economy guides the formation of low-carbon consumption awareness.Factors such as prices and carbon emissions of low-carbon products will be comprehensively considered for the formation of consumer behavior.Under the influence of government policies as well as consumer purchase behavior decisions,enterprises should pay attention to low-carbon production when making low-carbon product decisions.Retailers should also carry out low-carbon publicity and actively respond to low-carbon policies.The online and offline dual channels are the operating scenarios faced by the supply chain,which also aggravates the complexity of the supply chain.It is necessary to study the pricing decision of Dual-channel supply chain under the carbon tax policy by comprehensively considering consumer preferences and emission reduction strategies of supply chain members for China’s low-carbon transformation.The research object of this paper is a dual-channel supply chain composed of a single manufacturer and a single retailer.The manufacturer opens online the direct sales channel and offline retail channel,and offline retailer wholesales products from the manufacturer.Based on the relevant theories of Stackelberg game and ordinal utility,the consumer demand function is constructed by considering the low carbon preference of consumers,and the decentralized strategy and integrated strategy pricing model considering consumer preference and manufacturer’s emission reduction under the carbon tax policy is constructed.On the basis of the manufacturer’s emission reduction pricing model,the retailer is introduced to carry out lowcarbon publicity investment,and the decentralized strategy and integrated strategy pricing model considering consumer preference and cooperative emission reduction under the carbon tax policy is constructed to solve the optimal decision under different decision models,and the parameters affecting the wholesale price,retail price and member income in the paper are discussed.The wholesale price,retail prices and incomes under the two models are compared and analyzed to find the optimal pricing strategy.Finally,based on the actual data of enterprises,the previous conclusions are verified and further simulation analyses are carried out,and some relevant suggestions are put forward from multiple levels.The results show that:(1)Offline retailers can obtain greater price advantage and market competitiveness under integrated strategy;(2)The profits of supply chain members under integrated strategy are greater than that under decentralized strategy;(3)Whether it is integrated strategy or decentralized strategy,the profits of members in the cooperative emission reduction pricing model are larger than the manufacturers emission reduction pricing model.Through the above research,it provides a theoretical reference for enterprises to implement pricing decisions under the background of carbon tax policy.Through the above research,it provides certain theoretical reference for enterprises to implement pricing decisions under the background of carbon tax policy,and lays a foundation for relevant practice.It provides a reliable theoretical reference for enterprises to make reasonable pricing decisions,improves enterprise income,and provides some reference suggestions for supply chain enterprises to reduce emissions,which has certain practical guiding significance.