Research On Green Degree Decision And Pricing Strategy Of Dual-channel Green Manufacturers

With the increasingly strict environmental protection laws and regulations and the improvement of public awareness of environmental protection,green products are more and more favored by consumers,so the green products that consider material consumption and environmental impact get more attention.In reality,many companies have benefited from green products and have improved their corporate reputation.In this paper,the research of green products is introduced into the dual channel,and under the condition of inconsistent pricing strategy,the green degree decision and pricing strategy of green manufacturers are analyzed by using the Stackelberg game model under the condition of decentralized decision and centralized decision.This paper mainly through the manufacturer only to the price of the decision and the manufacturer to the price and green degree of decision two cases are compared and analyzed to explore new findings.First,this paper studies manufacturers’ pricing strategies when manufacturers only make price decisions.It is found that higher retail market share can significantly increase manufacturers’ direct selling prices,direct channel demand and profits.Secondly,this paper studies the pricing and greenness strategies of the manufacturer when the manufacturer makes decisions on both price and greenness.The following conclusions are drawn :(1)Under decentralized decision,the retail price and profit of the retailer increase with the increase of greenness;(2)The greenness of decentralized decision-making decreased with the increase of retail market share,while that of centralized decision-making increased with the increase of retail market share.(3)The direct selling price decreases with the increase of retail market share,and the rate of change of retail price is less than that of direct selling price.(4)Under the centralized decision,both retail price and direct selling price increased with the increase of green degree,and the change rate of retail price was higher than that of direct selling price.In addition,in order to the above results are added,this paper made further discussion analysis using numerical analysis:(1)by analyzing the decision green degree whether retail market share proportion of manufacturers under the two situations of price and profit,this paper found that when manufacturer of green degree of decision maker’s direct selling price and profit are improved,choose decision green degree for manufacturers is better;(2)in the analysis on the green green cost coefficient,the influence of the price and profit,this paper found the decision green degree,direct selling price and profits to reduce with the increase of green cost coefficient,high afforestation cost not only makes manufacturers are unwilling to research and development to produce more green products,but also raise the price of green products with the same green degree;(3)In the analysis of the impact of consumer environmental awareness on green degree and price,this paper finds that both green degree and price increase with the increase of consumer environmental awareness.Higher consumer environmental awareness can encourage manufacturers to invest more money to improve the green degree of green products,so the price will also increase.(4)In the analysis of the comprehensive impact of consumer environmental awareness and green cost coefficient on profit,this paper finds that when the consumer environmental awareness is low,the green cost coefficient has little impact on profit;However,when consumers’ environmental awareness is high,with the decrease of the green cost coefficient,the profit shows a certain increasing trend,especially the total profit under the centralized decision-making shows a significant increasing trend.Therefore,high consumer environmental awareness is more likely to stimulate manufacturers to carry out green technology innovation.Finally,this paper discusses the retailers share of the cost of the green case,the manufacturer’s pricing strategy and the strategy of green as the extension,this paper found that retailers share the optimal green degree of green cost more than the retailer did not share the optimal green degree of green cost,suggests that retailers share green cost adds momentum to the manufacturers of green innovation.