Research On The Operation Strategy Of Green Supply Chain Under Manufacturer’s Production Mode And Government Subsidy

With the acceleration of economic globalization and world economic process,more and more enterprises have begun to achieve their own development at the price of environmental damage since the Mid and Late 20 th century.This production mode has created a huge challenge to environmental protection.Therefore,economic development and environmental pressure have become a huge problem by the current government and enterprises.Faced with increasing environmental problems,green products gradually enter the vision of consumers,also the environmental protection attributes of products are constantly concerned.At the same time,in order to strengthen the control of ecological environment,our government has promulgated corresponding laws and regulations.Under the influence of resource and environment constraints,government regulation factors and consumers’ preference for environmental protection,the core enterprises of supply chain have to pay attention to environmental factors when determining production and pricing strategies,which forces the core enterprises of supply chain to make green transformation.However,in the early stage of green operation,the core enterprises of supply chain are faced with huge costs problems such as R&D and equipment.Thus,the "rational" enterprises lack the power of green transformation.At this time,it is urgent for the government as an external participant to encourage and guide the green operation behavior of enterprises.In the current background,the government subsidy to the core enterprises of green supply chain is one of the effective methods.Therefore,this thesis introduces consumer preference and government subsidy into the green supply chain operation model.In theory,this thesis enriches and develops the relevant theories and research methods of green supply chain management.In practice,this thesis can provide a reference for enterprises to make green operation strategy,and provide guidance for the government to promote the green production of the core supply chain enterprises.Faced with the problem of insufficient power of core supply chain enterprises in the early stage of green transformation,this thesis uses the game theory and optimization theory to solve it.Firstly,based on consumer preference theory,this thesis studies the operation strategy of green supply chain when manufacturer adopts different production methods.The results show that when manufacturer adopts the strategy of producing common products and green products at the same time,the supply chain will get higher profits.Secondly,when the manufacturer chooses the best production mode,this thesis studies the green operation strategy of enterprises under the condition of government subsidy to different supply chain members.The results show that the total profit of supply chain when the government subsidizes is higher than that when the government does not subsidize.But when consumers have a high awareness of environmental protection,government subsidy will not promote the development of green supply chain,and government subsidy will lose significance.At the same time,the results also show that the government should set the same level of subsidy in the three cases: subsidies to manufacturer,subsidies to retailer and subsidies to consumer.There are three innovations in this thesis.First of all,this thesis fully considers the influence of consumer preference on the choice of manufacturer’s production mode.Secondly,in the study of the influence of government subsidy policy on green supply chain operation strategy,this thesis does not assume that the policy is exogenous,but takes the government subsidy level as a decision variable into the model.Finally,this thesis studies the government subsidy level setting and green supply chain operation strategy under the condition that manufacturer produces both common products and green products in the process of green transformation.