Research On Sales Contract Selection And Coordination Strategy Of Green Supply Chain Considering Platform Traceability

In recent years,in order to deal with the bottleneck of environmental resources and fragile ecological endowment,countries have issued relevant regulations to promote enterprises to carry out production strategic transformation,increase green production and gradually focus on green supply chain management.At the same time,consumers are increasingly aware of environmental protection,changing to a healthy lifestyle,pursuing a low-carbon footprint and gaining additional value from the environmental attributes of green products.However,the green efforts of enterprises and the green degree of products are difficult to be directly observed by consumers,so more and more sales platforms begin to apply product traceability system.Under the realistic background of platform traceability,considering consumers with green preference and the internal dynamics of operation mode,this paper will establish a green supply chain model composed of suppliers and sales platform,and study the selection of green supply chain sales contract(agency contract and wholesale price contract)from the perspective of profitability and environment Contract coordination mechanism(revenue sharing contract and two-way cost sharing contract under wholesale price contract)and mutually beneficial altruistic cooperation mechanism,and obtain the dynamic equilibrium strategy with the help of Behrman’s continuous dynamic programming theory.Through comparative static analysis,comparative analysis and numerical example analysis,this paper discusses the impact of consumers’ green preference and members’ green efforts on supply chain performance,the choice of sales mode and coordination mechanism,Then it gives the relevant management enlightenment of suppliers and platforms in the process of market operation.The results show that:Firstly,in the selection of sales mode of green supply chain members,considering consumers’ green preference and members’ green efforts,and comparing the agency contract and wholesale price contract from the two aspects of profitability and environmental impact,it is found that the sales platform prefers the agency contract,while the supplier prefers the wholesale price contract.For supply chain performance,agency contract can get higher profits,while wholesale price contract can bring greater environmental improvement.Improving consumers’ green awareness through green promotion and publicity will positively affect the green degree of products without increasing the sales price,which is conducive to improving consumers’ utility and in line with the sustainable development strategy.Secondly,in terms of the coordination mechanism of green supply chain enterprises,select the wholesale price contract with higher environmental performance,and study the revenue sharing contract and cost sharing contract under the contract,so as to select the relatively optimal contract mode.It is found that revenue sharing contract can coordinate the green supply chain and improve the overall performance of the supply chain(improve the green degree of products,reduce the sales price,increase green efforts and stimulate market demand).The two-way cost sharing contract contributes to the collaborative cooperation among the members of the supply chain and achieves Pareto improvement on the profits of the members.Compared with the revenue sharing contract,the two-way cost sharing contract can achieve higher utilization of resources and produce products with more friendly environment.In general,the two contract coordination mechanisms can effectively improve the supply chain performance under wholesale price contracts,but they cannot achieve complete coordination.Finally,under the wholesale price contract,the reciprocal altruistic behavior of green supply chain members is included to explore the impact of altruistic preferences of members on bilateral decision-making,product greenness and enterprise economic benefits.The research shows that the altruistic preference of members can make the supply chain performance achieve Pareto improvement under the decentralized decision-making mode,which is a kind of Pro social preference;Supplier altruistic preference plays a positive leading role in supply chain,and its altruistic degree affects the effect of platform altruistic preference on supply chain performance;While ensuring the high and reasonable altruism of suppliers,controlling the platform altruism coefficient at a low level can maximize the total profit of the green supply chain and the greenness of products.This discovery is conducive to enterprises to find suitable partners and form a benign supply chain.