Research On Pricing Decision Of Green Supply Chain Based On Consumer Preferences And Government Behavior

With the increase of consumer environmental awareness and attention of governments around the world to environmental issues,companies must consider environment impacts of products in their production and produce more friendly and green products.To satisfy consumer's requirement for green product and government's regulations for environmental protection,green supply chain mangement proved to be a new strategy for the modern enterprise.Green supply chain management can bring economic efficiency for enterprise,and reduce the environmental impact of the production process,thus realizing the sustainable economic development.So,in the environments of increasing consumer preference for environmental protection and government interference in environmental behavior of enterprises studying decision of green supply chain has important practical value and theory meaning.This thesis refers developed country's research results and practical experience,adopts the method which combines theory analysis and numerical simulation,researches green supply chain decision based on consumer preferences and government behavior.Firstly,consumer preferences is considered to demands,and decision models of green supply chain considering discrepancy of consumer preferences and consumer preferences affected by green degree of product are researched.Secondly,government behavior is considered to enterprise production and management decision,and decision models of green supply chain considering government supervision and government subsidies are researched.Influences of consumer preferences coexist with government behavior on decisions of green supply chain are analyzed at last.The research content is as follows:(1)This thesis researches pricing decision of green supply chain based on consumer preferences,and the pricing decision models of green suplly chain considering the heterogeneity of consumers' preference and consumer preference depends on green degree of product.Firstly,consumers are classified into different segments by consider the heterogeneity of consumers' preference for green and common products.Demand function is constructed based on the analysis of consumer utility.According to the difference characteristics of demand,single price and discriminatory price strategy are implemented for different market products.Then pricing decisions models of green supply chain on single pricing strategy and discriminatory pricing strategy are researched.Secondly,the concept of green degree is introduced,by considering consumer preference for products is positively correlated with green degree,we research pricing decisions models of green supply chain on single pricing strategy and discriminatory pricing strategy.In view of the above construction model,comparing of decisions of the two models and sensitivity analysis of consumer preferences in the two models are futher conducted to explore optimal pricing stategy.Influence of consumer preferences on pricing decision of green supply chain on different pricing strategies are analyzed too.(2)This thesis researches pricing decision of green supply chain based on government behavior,and green supply chain pricing decision models considering supervision and subsidies of the government.Firstly,the government monitors the green degree of products in order to standardize the production activities of the manufacturer.Based on this,equilibrium strategies of green supply chain on centralized decision,manufacturer Stackelberg game,retaler Stackelberg game and Nash equilibrium are discussed.The threshold value of green degree manufacturer can sustain is analyzed.And we compare profits of manufacture and retailer on the conditions of green degree of product satisfies or not satisfies the threshold which stipulated by the government.Secondly,to encourage manufacturers to produce environmentally friendly products,products whose green degree exceeds the threshold which stipulated by the government will get subsidies.Based on this,equilibrium strategies of green supply chain on manufacturer Stackelberg game,retaler Stackelberg game and Nash equilibrium are discussed.And the impact of adjustment factor for subsidy coefficient on equilibrium results is analyzed.(3)Finaly,this thesis studies pricing decision of green supply chain based on consumer preferences consist with government subsidies.In the green supply chain system with the coexistence of consumer preferences and government subsidies,by taking consumer preferences into account in market demand and considering government subsidies,we research decision models of green supply chain on without government subsidies,government subsidies to green products manufacturer and government subsidies to green consumer.Under the three subsidy strategies,the impacts of single pricing and discriminatory pricing on pricing decision of green supply chain are analyzed,and the equilibrium strategies on the two pricing strategies and the three subsidy strategies are compared.Finally,the established model is proved efficiently by a numerical example.Influences of coefficients for consumer environmental awareness and government subsidy on the deicion of supply chain members are analyzed.The research results presented above not only enrich the content of green supply chain management and extend the optimizing strategies of supply chain members on green context,but also further show the effects of consumer preferences and government intervention on green supply chain decisions,and provide theoretical basis for manager's decisions and government making relative environmental protection law.