Based On Product Green Degree And The Return Of The Behavior Of The Dual Channel Supply Chain Pricing Model Research

In the 21 st century,the problem of environmental protection is becoming more and more serious.At the same time,social progress makes more and more consumers begin to pay attention to environmental protection issues,and more and more consumers’ green preference is constantly improving.As a result,more and more enterprises consider green factors such as consumers’ green preference and product greenness in pricing.At the same time,the rapid development of the Internet in the 21 st century has driven the development of a series of e-commerce enterprises,making people’s life more convenient and giving people more choices.More and more traditional enterprises have chosen to open their own second sales channel-network channel.Compared with online channels,the return behavior of traditional channels is less,because consumers can personally feel the goods on the ground.Therefore,the return behavior of consumers in traditional channels is relatively low.And the return rate of network channel is higher than traditional channel.This is because businesses often use exaggerated propaganda means to promote goods.Through studying and reading the existing literature on pricing decision of dual-channel supply chain model,it is found that there are very few researches on consumers’ green behavior.Therefore,the study of literature now,on the basis of literature study,based on the background of green marketing,green consumers,the product green degree,green consumer preferences and consumer return behavior factors added to the dual channel supply chain system,the research in this case the optimal pricing strategy of double channels in the supply chain and effects between various factors.This paper first analyzes the optimal pricing model of dual-channel supply chain considering product greenness,and adds the important factor of product greenness into the dual-channel supply chain model for analysis and research,and studies the dual-channel optimal pricing model under this circumstance.Then on this basis,this paper further considers the key factor of return,and also considers the research on the optimal pricing model of dual-channel supply chain under product greenness and return behavior.The results show that :(1)the optimal sales price in network channel is directly proportional to the greenness of products perceived by consumers in network channel.The higher the greenness of products perceived by consumers in network channel,the higher the optimal sales price in network channel will be.(2)The optimal sales price of traditional channels is inversely proportional to the greenness of products perceived by consumers in online channels.The higher the greenness of products perceived by consumers in online channels,the lower the optimal sales price of products in traditional channels.(3)The optimal sales price of network channel is directly proportional to the actual greenness of products in network channel.The higher the actual greenness of consumer products in network channel is,the higher the optimal sales price in network channel is.(4)The optimal sales price of traditional channels is inversely proportional to the actual greenness of products in online channels.The higher the actual greenness of consumer products in online channels is,the lower the optimal sales price in traditional channels will be.This paper provides a new idea for the study of pricing decision of dual-channel supply chain system,expands the research findings,provides a new direction for related academic research,and also provides guidance for related enterprises to make pricing decisions,which has certain significance.