Research On The Retail Competition And Cooperation Strategy Of Green And Non-green Supply Chain Under The Background Of Government Intervention

In the context of environmental problems,the governments at all levels are committed to supporting the green industry through tax reduction,R&D subsidies,and government purchase,while also blowing high-carbon emissions by carbon transactions and carbon taxes.But high cost and some consumer’s low environmental awareness make there are still many non-green products in the market,thus forming a competitive market coexisting with non-green products,but also promotes a more close cooperation of supply chain members.The research on government intervention is mainly concentrated on subsidies,and few scholars take into account the cross-chain cooperation between green and non-green product retailers.Therefore,this paper is based on the context of different fiscal interventions,combined with the situation in the market,considers the competition and cross-chain cooperation between retailers,and constructs the secondary competitive supply model of green and non-green products.Firstly,consider the situation in which there is no government intervention in the competitive environment,build two game models considering cross-chain cooperation and non-cooperative between retailers in the green and non-green supply chain,and analyze the relevant market parameters involved in the model.The results show that consumer price sensitivity,greenness sensitivity and competition degree will have a significant impact on the optimal decisions and optimal profits of supply chains.Secondly,considering the two game models with the government’s subsidies of green product manufacturer,and compare the best results of retailer’s cross-chain cooperation and non-cooperation,the study found that the increase in government subsidies can stimulate market vitality and improve product greenness,but from the overall perspective of government and supply chain members,it is not the best choice;In general,retailers can bring higher profits to themselves,but will result a large loss of manufacturers and even the total supply chain.Finally,there is a game model with government bilateral intervention,and make competitive analysis with the subsidies and bilateral intervention,retailer cooperation and non-cooperation.The study found that the government’s bilateral intervention often can play a better effect in the green market compared to only subsidies;manufacturers can destroy their cooperation by sharing some of the profits to the downstream retailers to maintain their own rights,and also guarantee the maximization of the overall profits of the supply chain;retailers’ cooperation can not play a role of stabling market and reduce the gap between the rich and the poor.According to the results of the research,some management revelations have been obtained:For enterprises in the supply chain,in order to promote the further development of the green industry,the differential strategy should be taken,and the appropriate competitive strategy should be selected according to different market environment;For the government,it should increase publicity to enhance consumers’environmental awareness,in most cases,the intervention with bonus and punishment is often better in the green market.