Research On Supply Chain Joint R&D Strategy Considering The Influence Of Information Platform

Under the background of advocating green consumption,consumers’ demand for green products is increasing day by day,which attracts the attention of supply chain enterprises to green products.Enterprises research and develop green products not only to meet market demand,but also to fulfill corporate social responsibility.Therefore,upstream and downstream enterprises of the supply chain jointly research and develop green products according to the needs of green consumers through various cooperation contracts.However,the quality of green products in the market is mixed,and some consumers have doubts about the greenness of products.The information platform can further disclose the information of green products by collecting relevant information of green products or testing the greenness of products in laboratories,so as to increase consumers’ awareness of the greenness of products.As there are many online information platforms,consumers also have doubts about them.Therefore,this paper not only considers consumers’ green preference for products,but also consumers’ search preference and trust degree of information platform,and adds the factors of information platform credibility,and product greenness into the demand function.We design supply chain strategies under different dominant modes,including non-joint research and development strategy,joint research and development strategy of cost sharing contract and joint research and development strategy of revenue sharing contract,and analyze the impact of information platform on different supply chain strategies,In addition,we compare the three strategies under different dominant modes,and analyze the differences of economic benefits and environmental benefits under different strategies respectively.Finally,the differences between retailer-led mode and manufacturer-led mode are compared,in order to enrich the developing green supply chain research.The main work of this paper is as follows:(1)Considering the influence of information platform on consumer utility,the retailerled and manufacturer-led green supply chains are constructed respectively,and the research and development strategies of non-joint research and development,cost sharing contract and revenue sharing contract under different dominant modes are explored respectively.Then,the influence of information platform credibility,research and development success rate,cost sharing ratio and revenue sharing ratio on enterprise green research and development and production is discussed,and the three strategies are compared and analyzed respectively.The results show that in retailer-led mode or manufacturer-led mode,the improvement of information platform credibility and research and development success rate will have a positive impact on product greenness,while the improvement of green investment cost coefficient will have a negative impact on supply chain decision-making.Through the comparison of the three strategies,it is found that no matter which dominant mode,the change of the credibility of information platform will have an impact on the profit comparison of core enterprises,but not necessarily on the profit comparison of small and medium-sized enterprises,and the impact of information platform on the total profit comparison of supply chain is not obvious.(2)By comparing the non-joint research and development strategy,cost sharing strategy and revenue sharing strategy under different leading modes,the differences of environmental benefits and economic benefits brought by different leading modes to the three strategies can be obtained.The results show that:in the comparison of environmental benefits,when the manufacturer gets more benefits,the retailer-dominated supply chain can provide more power for the manufacturer to develop products and obtain more environmental benefits;However.when the manufacturer receives less benefits,as the dominant player in the supply chain,it can have more say,which is more conducive to the improvement of research and development effort and product greenness.Through the comparison of economic benefits,it is found that regardless of the strategy,retailers gain more profits under their own dominant mode,but manufacturers sometimes make more profit in retailer-led models than in their own.Therefore,manufacturers can give preferential decision-making power to retailers moderately,which will be more beneficial to their own profits under certain conditions.The innovation of this thesis is that it considers the influence of external information platform on supply chain decision-making,and adds consumers’ search preference and trust degree of information platform into the consumer utility function on the basis of considering consumers’ green preference.At the same time,in the cooperation mode of supply chain enterprises,attention is paid to the situation that two enterprises in the supply chain jointly participate in the research and development of green products,and compared with the previous strategy of one party research and development.one party economic subsidy.It not only expands the research on the relationship between supply chain and external information platform,but also enriches the existing research on green supply chain management and enterprise joint research and development strategy.