Research On Pricing Decision Of Green Product Supply Chain Considering Channels Competition And Members' Risks

In recent years,with the deterioration of environmental problems,more and more people begin to pay attention to green production and green life.Thus,the supply chains that connecting production and consumption are gradually developing to the direction of green supply chain management(GSCM),and have been applied in practice by many enterprises.On one hand,with the rapid development of ecommerce and increasing consumer acceptance of green products,many manufacturers are opening online shops to sell green products,forming dual channel supply chain.Obviously,the online sales of green products can help manufacturers win the benefits associated with greatly increasing demand for the products.However,the introduction of the direct channel also aggravates competition between the manufacturer and the traditional retailer.On the other hand,GSCM is a new operation mode,so enterprises will face unknown consumers' attitudes to green products,which increase the risk concerns of green supply chain members.In fact,market demand uncertainty and high costs of green products may make members have strong risk-averse behaviors in supply chains.This thesis will study the decision problems in green supply chains with the direct channel opened by the manufacturer and green supply chains with a risk-averse retailer.Firstly,this thesis examines a dual-channel supply chain in which the manufacturer makes green products for the environmental conscious.We discuss the pricing and greening strategies for the chain members in both centralized and decentralized cases using the Stackelberg game model under a consistent pricing strategy.Furthermore,we compare the results of the single channel and dual-channel supply chains.We obtain that when the greening cost is greater than a threshold,the manufacturer does not open direct channel.However,when the degree of customer loyalty to the retail channel and the greening cost satisfy certain conditions,the dual-channel green supply chain does exist.Interestingly,we find that the retail price in the centralized green supply chain is higher than that in the decentralized supply chain,which contrasts with the result of ‘double marginalization'.We also propose a contract to coordinate the decentralized dual-channel green supply chain.Finally,extensions of consistent pricing strategy are discussed and different results are achieved.Further,based on the CVaR risk measure criterion,this paper investigates theoptimal decisions of the green supply chain consist of a risk-averse retailer when the environment friendly green products face stochastic demand.We first study the optimal decisions of the risk-averse green supply chain in the centralized decision-making model,and analyze the impacts of the retailer's risk-averse behaviors and green cost on supply chain decisions.Then,through the establishment of Stackelberg game model,we discuss the risk-averse green supply chain's optimal decisions in the decentralized decision-making model.The impacts of the retailer's risk-averse behaviors on chain member's decision-making are also analyzed.The study finds that the impacts of the retailer's risk-averse behaviors on the green degree,the wholesale price,the retail price and the order quantity of green products are complex,i.e.,with the increase of the retailer's risk aversion,the decision variables above are not changed in one direction,and they are affected by some threshold.Finally,the decentralized green supply chain is coordinated under the buy-back and cost-sharing contract.