Game Study On Operation Decision Of Dual-Channel Supply Chain Under Carbon Neutral Goal

In order to solve the prominent problem of resource and environmental constraints,and meet people’s desire and demand for a clean and healthy living environment,China has proposed to achieve the goal of carbon neutrality by 2060,advocating the expansion of the consumption and supply of low-carbon products,and the rapid development of low-carbon economy.All sectors of society require enterprises to actively implement emission reduction actions and assume social environmental responsibility.The growing preference and demand for low-carbon consumption also urge enterprises to carry out low-carbon production and marketing,and complete the green and low-carbon transformation and upgrading as soon as possible.At the same time,the rapid development of the Internet and logistics industry provides an opportunity for enterprises to open up online sales channels.The dual-channel supply chain structure of "online + offline" will play an important role in the market in the long term.Therefore,how manufacturers choose channel structure and retailers develop low carbon marketing strategies in dual-channel supply chain has become an urgent issue for enterprise operation and management in the era of low carbon economy.In this paper,the low carbon environment of enterprises in the supply chain is taken as the research background,and the factors affecting enterprises’ emission reduction pressure from the society and consumers’ low carbon preference are considered.First,the Stackelberg game model is constructed respectively on manufacturers’ dual channel,retailers’ dual channel and mixed dual channel,and the optimal profit level of manufacturers and retailers is obtained under the three dual channel structures.Secondly,on the basis of the results obtained,three dual-channel structures are selected in pairs as three strategic Spaces for manufacturers,and non-low-carbon marketing and low-carbon marketing are selected as strategic Spaces for retailers,and three evolutionary game models are constructed.Thirdly,evolutionary game analysis is carried out under the three models respectively to compare the advantages and applicability of the three dual-channel models under the influence of carbon emission reduction costs,low-carbon marketing costs,consumer preferences and other factors,and to explore the influence of retailers’ low-carbon marketing strategies on the above factors,as well as the influence of manufacturers and retailers on each other’s strategy formulation.Finally,numerical simulation analysis was carried out in Matlab 2018 a to visually show the influence of each parameter on the evolution of the three models.The results show that:(1)the outcome of evolutionary equilibrium is closely related to the conflict of interests between the two sides of the game,and the choice of strategy of the manufacturer and retailer is affected by the choice of strategy of the other side;(2)When manufacturers’ emission reduction cost coefficient and retailers’ low-carbon marketing cost coefficient remain unchanged,the sensitivity coefficient of consumers to manufacturers’ emission reduction efforts and retailers’ low-carbon marketing efforts will affect the final evolution result of the system;(3)The continuous increase of any of the parameters,such as manufacturer’s emission reduction cost,retailer’s low-carbon marketing cost,consumer’s low-carbon marketing effort sensitivity coefficient,and consumer retailer’s online and offline channel preference,will make manufacturers stably choose "manufacturer dual channel" or "retailer dual channel" strategy,and retailers stably choose "low-carbon marketing" strategy;(4)Continuously increasing the sensitivity coefficient of consumers’ emission reduction efforts will make manufacturers stably choose the strategy of "mixed dual channel" or "retailer dual channel",and retailers stably choose the strategy of "non-low-carbon marketing".Based on the research results,this paper puts forward suggestions for manufacturers to formulate channel strategies from the perspective of channel mode selection,power structure coordination and online and offline channel optimization management,and provides suggestions for retailers to formulate low-carbon marketing strategies from the perspective of guiding consumption preferences,reducing the hidden cost of low-carbon consumption and supply chain collaborative marketing.