Research On Decision And Coordination Of O2O Supply Chain Considering CSR

Post-pandemic era,many enterprises have made outstanding contributions to promoting the harmonious development of society.However,there are still some enterprises who disregard public safety for their own interests,which has not only attracted the attention of all sectors of society to corporate social responsibility,but also prompted enterprises to pay more attention to the role of social responsibility behavior in modern supply chain management.In addition,the change of information industry leads the rapid development of e-commerce industry,and a single channel can no longer meet the market demand.The O2O(online to offline,referred to as O2O)mode dual channel supply chain is the general trend Therefore,taking the o2 o supply chain as the research object,it is very important to deeply analyze the supply chain decision-making considering corporate social responsibility(CSR),so as to realize the dual optimization of economic benefits and social responsibility of the supply chain.Taking the O2 O dual-channel supply chain as the research object,and taking CSR as a decision variable into the demand function,and using Stackelberg game theory to construct a game model between suppliers and retailers in three ways: not considering social responsibility,suppliers taking social responsibility,and retailers taking social responsibility.These models are solved and analyzed with backward induction and Mathematica software.In order to avoid the "double marginalization",two-part tariff contract is proposed to realize the optimal coordination of the supply chain.Finally,through a numerical case,comprehensively analyzes the equilibrium solution of different subjects undertaking CSR,which makes the choice of social responsibility behavior undertaking strategy,and verifies the effectiveness of the contract.It is found that the CSR undertaken by supply chain members has a positive effect on the development of supply chain,and the profit of supply chain is better when suppliers undertake CSR.In the environment of channel competition,consumers’ CSR sensitivity coefficient and consumers’ preference have a crucial impact on the level of corporate social responsibility,product retail price,supply chain profit and other decisions.And the two-part tariff contract proposed in this paper realizes the optimal coordination of the supply chain,and finally realizes the dual optimization of economic benefits and social responsibility.