Research On The Pricing Decision And Coordination For Supply Chain Considering Corporate Social Responsibility Investment With Two Competing Retailers

In the fiercely competitive supply chain environment,retailers which stands at the end of supply chain,directly facing the market facing the market directly at the end are full of vitality in the competition.At present,the retail industry is rapidly rising,it is normal for retailers to compete with each other in the market.Manufacturers often face multiple retailers competing with each other in terms of price and other aspects.Therefore,retail enterprises must make sound pricing decisions so as to gain a favorable position in the market.When there are two competing retailers selling the same product in the market,studying the impact of various competitive behaviors among supply chain members on decision-making has practical guidance.At the same time,retail enterprises actively undertake corporate social responsibility(CSR)in supply chain management,which not only bring benefits but also help establish a positive corporate image,achieving the integration of corporate profitability and social benefits.On the basis of Stackelberg game and contract coordination theory,this paper considers the impact of retailer competition and CSR investment on supply chain pricing decisions,and designs a mixed coordination contract.Firstly,a two-stage game model considering different retailer CSR investment models under decentralized decision-making is constructed,the optimal decisions of manufacturers and retailers under different modes are compared and analyzed,and the impact of consumers’ price and CSR investment sensitivity on pricing decisions is explored,and the optimal retailer CSR investment strategy is obtained.Secondly,based on the optimal retailer CSR investment model,a two-part-tariff contract and revenue-sharing contract mixed coordination optimization model is proposed,and the coordination performance is discussed,including the changes of members’ income and channel decision-making efficiency before and after coordination.Finally,L retail enterprises that have made CSR investment in supply chain management are selected for application analysis for decision making,pointing out the current problems faced by L firm in undertaking CSR,and proposing management suggestions based on the application effects.The research aim is to provide practical guidance for retail enterprises engaged in CSR investment.Faced with the fact that consumer purchasing decisions are increasingly influenced by the level of CSR investment,enterprises should track consumer demand changes in real-time,make optimal pricing and CSR investment decisions,promote good brand image formation,and further sustainable development realization.This paper has researched and concluded as follows:(1)Higher level of CSR investment will positively influence the pricing decisions of supply chain members.Retailers that invest in CSR have higher product prices,greater market demand and higher profits.Enterprises can not only increase their own profits by improving product transparency and increasing CSR investment,but also stimulate consumers with social responsibility consciousness to purchase products,thus increasing the market demand for products and maximizing the overall profits of the supply chain system.(2)Comparing the equilibrium results of supply chain pricing decisions under three different retailers CSR investment models,it was found that the model retailers both invest in CSR is better,which can lift the CSR investment level of the entire supply chain system,expand the market demand for products,and optimize the overall profit of the system.(3)Based on the optimal retailer CSR investment model,a mixed coordination contract is proposed,which combines two-part tariff and revenue sharing contract.Within the conditions of contract cooperation,when retailers both make CSR investment,the supply chain performance is optimized,Pareto improvement is achieved,so that supply chain system achieves the coordination effect.