Pricing Decision And Coordination Of Dual-channel Supply Chain Considering Government Subsidies And CSR Input

With the development of e-commerce,the number of manufacturers opening online direct sales channels based on the network platform is increasing,and the network channel has become one of the main ways for enterprises to grow their economy.In recent years,China’s economy has developed rapidly,and many social problems have emerged,which makes consumers and enterprises gradually enhance their sense of social responsibility.Enterprises pay more and more attention to the investment of social responsibility.The government also supports and encourages Chinese enterprises to actively invest in social responsibility through a series of policies or means.Based on this,in the dual-channel supply chain of online direct selling dominated by manufacturers,this paper introduces consumer CSR sensitivity coefficient in consideration of consumers’ preference for CSR,government subsidy ratio and social welfare function in consideration of government subsidies to enterprises that invest in CSR,analyzes the optimal decision of dual-channel supply chain when different CSR input modes exist among supply chain members,and improves the dual-channel supply chain under the same situation through two pricing contracts.In this paper,market economics,game theory,Maple solution and example simulation are used to analyze the pricing decision of supply chain.The main research work of this paper is as follows:Firstly,according to the CSR input methods of manufacturers and retailers,the dual-channel supply chain under government subsidies can be divided into three situations,namely,only manufacturers input CSR under government subsidies,only retailers input CSR under government subsidies,and manufacturers and retailers input CSR at the same time under government subsidies.Secondly,according to different situations,the corresponding Stackelberg game model is constructed and solved,and the decision-making of dual-channel supply chain under the situation of government subsidies and different CSR inputs is compared and analyzed.Furthermore,the two pricing contracts are used to coordinate and improve the decentralized decision-making of dual-channel supply chain under different CSR input modes of government subsidies.Finally,through numerical simulation,the conclusion of the research is displayed and explained,and the management enlightenment is obtained.The main conclusions of this paper are as follows:(1)From the perspective of the CSR investment decisions and pricing decisions of supply chain members,under the three CSR investment scenarios,government subsidies can increase the CSR investment level of supply chain members,and the incentive effect for dominant manufacturers is stronger.Changes in the government subsidy ratio have different effects on the manufacturers’ optimal wholesale price decisions under different CSR input methods,but they have the same effect on the manufacturers and retailers’ optimal sales price decisions.They are all positively correlated with the government subsidy ratio.(2)From the perspective of the income of supply chain members and overall social welfare,under the three CSR input scenarios,the profit of supply chain members and the total profit of the supply chain are positively correlated with the government subsidy ratio.In terms of social welfare,there are different optimal government subsidy ratios that maximize the social welfare under the three CSR input methods,which means that the government can determine its optimal subsidy ratio through the maximum social welfare under different CSR input situations.In addition,when manufacturers and retailers invest in CSR at the same time,the government can achieve the greatest social welfare through the smallest subsidy ratio.