Decision Game Analysis Of Platform Supply Chain Based On Manufacturer’s Green Innovation Orientation

With the rapid growth of the national economy,environmental deterioration and resource shortage also come one after another.The implementation of green environmental protection has become a consensus among government departments and enterprises across China,and people tend to choose green environmental products in their consumption behaviors.Driven by government regulations and market demand,more and more manufacturers are engaged in green innovative production activities.In recent years,with the rapid emergence of a new round of technological revolution,widely used big data analysis,Internet of Things,cloud computing and other disruptive technologies have also spawned a more efficient platform marketing model.Enterprises have also begun to turn from offline retail to platform marketing,and the platform sales mode is divided into commission mode and resale mode according to the different fees charged by the platform.The use of network platform to carry out sales has completely changed people’s purchase mode,greatly facilitating social life.However,after entering the network platform,the power structure of each company is different from that of the platform.There are situations of manufacturer leadership,platform leadership and power equivalence,and the difference in power structure will also bring changes to the decision-making of supply chain members.Therefore,based on the above research background and under three different power structures,this paper takes the green supply chain composed of manufacturers,platforms and consumers as the research object,and establishes the platform sales model decision-making model under commission mode and resale mode based on game theory,and carries out the following research:First,in view of the consignment mode,green innovation under different power structure of the decision of the supply chain members,through the establishment of peer manufacturers,platform leadership and power supply chain balanced decision-making model,to solve the equilibrium strategies,sensitivity analysis and comparison analysis of the equilibrium solution,combining numerical example draw mode decision of supply chain members.Second,in view of the resellers,green innovation under different power structure of the decision of the supply chain members,through the establishment of peer manufacturers,platform leadership and power supply chain balanced decision-making model,to solve the equilibrium strategies,sensitivity analysis and comparison analysis of the equilibrium solution,combined with a numerical example distributing mode decision of supply chain members are obtained.Thirdly,aiming at the problem of mode selection of the same power structure,the paper makes a comparative analysis of the supply chain models of manufacturer leadership,platform leadership and power equality respectively,and compares the decision-making and profit of the two sales models of consignment and resale,and then obtains the best sales model of the supply chain system and each member.This paper finds that green innovation efficiency and service efficiency of the three power structures in commission mode and resale mode have positive impacts on the decision-making and supply chain profits of each member.In the commission mode,both the manufacturer and the platform enjoy the maximum profit under the leadership of the other party,and power parity is not good for both parties.However,from the perspective of the supply chain as a whole,when the platform is dominant,the overall profit of the supply chain will be the maximum.In the distribution mode,in most cases,the manufacturer and the platform have the maximum profit when they are dominant in the supply chain,and the supply chain as a whole has the maximum profit when the power is equal.In the two sales modes with the same power structure,in most cases,the manufacturer’s profit is the largest in the commission mode,while the platform’s profit is the largest in the resale mode.The total profit of the supply chain system is related to the service efficiency in the two modes.