Green Degree Decision Of Products In Supply Chains Under Competition And Applied Research

In recent years,under the background of increasing consumer environmental awareness,companies only actively undertake social and environmental responsibilities to increase investment in product green degree research and provide energy-saving and environment-friendly green products to the market can they maintain long-term market competitiveness.Meanwhile,with the acceleration of economic integration and the intensification of market competition,the intensity of competition among enterprises gradually depends on the competitiveness of the supply chains.Therefore,under the new business competition mode,designing an effective competition strategy to improving the overall performance of the supply chain has become one of the key measures for enterprises to improve their core competitiveness.In summary,it is a newnoteorthy issue to consider the impact of the competitive environment on the green decision-making of enterprises.At present,many domestic and foreign scholars pay attention to the decision-making of product greenness in supply chain and the supply chain competition,but few of them consider the design of product greenness under the competitive environment.From existing studies,many scholars have put forward the basic framework of the green degree decision-making of products,which can give better optimal green degree selection strategies.However,most of the existing studies tend to consider the impact of consumers’ green preferences on green degree decision-making of products or to discuss the pricing of green products.In reality,not only consumers’ green preference but also the competition intensity and type between upstream and downstream enterprises or supply chains will affect enterprises’ product green degree decision-making.Therefore,this study considers green degree decision-making which influenced by the horizontal competition at retailer level,the competition between channels in dual-channel supply chain and the competition between two-channel supply chain systems.In addition,in the few relevant literatures considering the impact of competitive environment on product green degree decision-making,most of them consider the impact of price competition on enterprise decision-making,but less research on service level competition.Therefore,it is necessary to consider the impact of competitive environment when studying the product greenness design,which has important theoretical and practical significance.This paper has carried out related research on the green degree design of products under competitive environment.The main work completed includes the following four aspects.Firstly,this study refines the problem of the product greenness design under the competitive environment.With regard to the shortcomings of the existing research,this study not only considers the product greenness design under different sales models(single channel and dual channel),but also considers the impact of the different competition methods(price competition,service level competition and green competition)on the greenness decision-making in a competitive environment that is more in line with the reality.Secondly,this study proposes the profit maximized models of considering horizontal competition of price and service level between retailers in a single-channel supply chain.With regard to the research problem of this article,this study establishes a profit maximization model of manufacturers and retailers considering horizontal competition at the retailer level which combined with the characteristics of horizontal competition of supply chain members,and the optimal green value of the product is obtained through model solving.Meanwhile,the impact of the price and service level competition on product optimal greenness design is analyzed.Thirdly,this study proposes the profit maximized models of the channel-to-channel competition in a dual-channel supply chain and the competition between two dual-channel supply chain systems.With regard to the research problem of this article,this study cstablishcs the profit maximized models of the manufacturer and the retailer considering the competition between channels and the profit maximized models of the supply chain considering the competition between two dual-channel supply chain systemswhich combined with the characteristics of the dual-channel sales model,and the optimal greenness value of the product under two conditionsis obtained through model solving.Fourthly,the applicd research.The condition of the product greenncss design under the competitive environment proposed by this study is applied to the air-conditioning manufacturing enterprise A.This study introduces the general situation and business model of manufacturing enterprise A,and analyze the problem of the enterprise.Then,this study provides reference of the product green design and the certain management inspiration for the enterprise A by matching the product greenness design under the competitive environment with the actual situation of the enterprise.Our results indicate that horizontal competition between retailers may promote the product green degree,but the equilibrium greenness will decrease with the increase of retailers’ price competition intensity but raise with the increase of service level competition intensity.In the channel competition environment,there is a threshold for the intensity of competition between channels.When this value is exceeded,the resulting dual-channel supply chain structure may improve the greenness of products to a certain extent and have a positive impact on product greenness design.The price competition between channels will also promote the improvement of product greenness and facilitate the realization of sustainable goals.Under the system competition environment,promoting the green competition among enterprises with dual-channel supply chain will have a counter-intuitive impact on the greenness of products,damage the greenness of products and is not conducive to the realization of sustainable goals.This article proposes a research framework of product greenness design under competitive environment,which is more in line with the operational background of enterprises in reality.This study enriches and expands the research contents of product greenness design considering the competitive environment,and it can be a reference for further research work.