Research On Dual Channel Supply Chain Decision-making Considering Consumer Preference Under Carbon Trading Policy

The Central Working Economy Conference in 2020 set the target that China’s carbon emissions should peak before 2030,and strive to be carbon neutral by 2060.Under the "30·60" target,the research on carbon emission reduction of dual-channel supply chain has become an inevitable trend.As manufacturers and retailers need to take more dimensions into consideration when making decisions,emission reduction decisions and pricing decisions in dual-channel supply chains become more complex.It is found that consumers’ preference for low-carbon products and low-carbon channels will affect manufacturers’ and retailers’ pricing decisions,channel low-carbon decisions,manufacturers’ and retailers’ profits,and total profits of dual-channel supply chain.Firstly,based on the analysis of relevant literature at home and abroad,this paper systematically expounds the development of carbon trading policies in various countries,introduces consumer utility theory and its application in dual-channel supply chain,and introduces the dual-channel supply chain and Stackelberg game model.Secondly,this paper combines carbon trading price,consumer preference for low-carbon products,consumer preference for low-carbon channels and other influencing factors with consumer utility theory,carbon trading policy and dual-channel supply chain to construct decentralized decision-making model and centralized decision-making model respectively.Under the premise of profit maximization,Stackelberg game backward induction method was used to solve the model.According to the solution results,consumers’ preference coefficient of low-carbon products,carbon trading price and consumers’ cross-channel low carbon sensitivity coefficient were analyzed.This paper studies how consumers’ preferences for low-carbon products and low-carbon channels affect manufacturers’ and retailers’ pricing decisions,channel low-carbon decisions,and manufacturers’ and retailers’ profits in dual-channel supply chains.Finally,Enterprise A is introduced into the model to study the problems faced by the enterprise,providing theoretical reference for the decision-making of enterprise A.