Research On Investment Strategy Selection Of Dual-channel Green Supply Chain

With the further aggravation of global warming,energy conservation and emission reduction have gradually become one of the hot spots in the international community in recent years.Under the policy constraints of the Kyoto protocol,various governments have formulated different low-carbon policies,implemented carbon labelling and carbon footprint accounting systems,and made efforts to reduce carbon dioxide emissions.For example,12 countries and territories have enacted laws requiring their companies to adopt carbon labelling systems.More than 1000 well-known companies have made "low-carbon" a requirement of their supply chains.At the same time,the research of low-carbon supply chain has been widely concerned.Based on the above background,studying the operation and management in a low-carbon environment can enable enterprises to achieve considerable benefits while meeting the emission reduction requirements,which has certain practical guiding significance.The further popularization of the Internet and the rapid development of information technology have created opportunities for enterprises to deal directly with consumers.The development of e-commerce has also provided new consumption modes for consumer groups.At present,online shopping has become a consumption mode preferred by people.Based on the new consumer demand,to provide customized services for consumers,the dual channel supply chain came into being.In view of this,this paper takes the dual-channel supply chain with manufacturers and retailers as a single member as the research object,and considers the operation management in a low-carbon environment by combining the influence factors of government carbon tax reduction and consumer green preference.According to different channel power structures,different decision models are established,and the green investment strategies of different dual-channel supply chain game models are studied by using game theory,pricing theory and channel coordination theory.First of all,considering the supplier as the channel leader,this paper determines the functional relationship of product demand on price,investment level,government carbon tax reduction and consumer green preference,proposes three investment strategies of dual-channel supply chain under the supplier leadership,and compares the effect of each investment strategy in the supply chain group.Finally,the profit differences of eachmember of the supply chain under SN,SS and SR investment strategies and the total profit differences of the whole supply chain are compared and analyzed.It provides a strategic basis for the supply chain green investment under the power structure.Secondly,considering the retailer as the channel leader,this paper determined the functional relationship of product demand on price,investment level,government carbon tax reduction and consumer green preference,proposed three investment strategies of dual-channel supply chain under the retailer’s leadership,and compared the effect of each investment strategy in the supply chain group.Finally,the profit differences of each member of the supply chain under the investment strategies of RN,RS and RR and the total profit differences of the whole supply chain are compared and analyzed.It provides a strategic basis for the supply chain green investment under the power structure.In the end,this paper puts forward the shortcomings and prospects of this study,and gives the possible research directions on the research objects,functional relations,multi-cost factors and power structure.