Government Subsidy Effect Of Green Product Supply Chain Based On Platform Sales

Under the background of sustainable economic development,the country endow green with new value.At the same time,the deep integration of the Internet and traditional industries has spawned new business models,and online shopping applications show a trend of rapid development.As an important economic and social participant,enterprises began to consider promoting and selling green products through online platform consignment.However,the high investment cost has discouraged the initiative of manufacturing enterprises to implement green operation,which has also become an important factor restricting the development of China’s real economy.As an external participant of enterprises,the government can effectively improve the production and circulation problems of green products by implementing reasonable intervention means,and establish a long-term green development mechanism.Comprehensive the above background,this article with a platform to carry out the green production supply chain as the research object,established the government subsidies single and dual mode platform for supply chain balanced decision-making model,respectively,considering the government subsidies,manufacturers or the consumer platform,and at the same time subsidies platform and manufacturers,platform and consumer five kinds of circumstances,The optimal decision and profit of each member under different subsidy modes are studied,and numerical examples are used for cross-comparison to explore the optimal incentive effect of government subsidy mode and green production and operation decision of the platform supply chain.The specific contents are as follows :(1)Build the equilibrium decision model of the platform supply chain under the manufacturer’s green production,solve the optimal decision and profit expression of the manufacturer and the online platform under five government subsidy modes,and explore the influence of different coefficients on the decision variables and profit of the manufacturer and the online platform through sensitivity analysis;(2)Integrate the platform supply chain decision models under five government subsidy modes,and cross-compare the equilibrium results among the models from single subsidy mode,double subsidy mode and different subsidy mode respectively to explore the optimal economic subsidy strategy;(3)By using numerical examples to simulate the experiment,the paper systematically analyzes and reveals the problem of government subsidy strategy selection in the platform supply chain model under the manufacturer’s green production,as well as the role of different parameters on the equilibrium decision of each body in the supply chain.The results show that :(1)On the premise of ensuring product quality and low green production cost coefficient,increasing government subsidies can well stimulate the enthusiasm of each supply chain main body;When the platform service cost coefficient increases and the green production cost coefficient is large,the decision variables of other supply chain subjects except the platform show positive changes.Based on the sensitivity analysis of the allocation ratio of subsidies between manufacturers and consumers,it is found that combining the green production cost coefficient to determine the appropriate allocation ratio will have a positive effect on most decision variables of the main body of the supply chain.In addition,in the subsidy mode with consumers as the object of subsidy,increasing the subsidy sensitivity coefficient of unit product can better realize the green economy.(2)The five subsidy modes can all have an incentive effect on the platform supply chain.Among them,the government subsidies to manufacturers make the decision variables and manufacturer profits reach the optimal,while the platform profits are optimal when the government subsidizes the platform.For the overall profit of the platform supply chain,when the government subsidy level is low,the subsidy platform mode is the best,and when the subsidy value increases to a certain threshold,the incentive effect of the government subsidy platform and manufacturer mode is more significant.Therefore,when the government stimulates green consumption and injects funds to build an online sales platform for green products in order to build a green economic system as soon as possible,it takes the lead in selecting the platform or the subsidy mode between the platform and the manufacturer according to the different intensity of subsidy,so as to achieve high-quality development of green economy.