Decision And Contract Coordination Of Dual-channel Supply Chain Under Green Innovation

At present,my country’s economy is developing rapidly.However,the energy consumption of manufacturing enterprises has increased sharply,the innovative development of products has been slow,and the problems of environmental pollution have become increasingly prominent.The innovation of green products has been recognized as one of the important factors to achieve economic growth and environmental sustainability,and the state has also introduced relevant policies to promote green and innovative production by enterprises.At the same time,the rapid development of the platform economy has changed the way consumers shop.Consumers are no longer satisfied with offline purchases.More and more consumers are shopping online,combining offline retail channels with online direct sales channels.The traditional supply chain operation mode has gradually become a new development trend for enterprises to sell products.In this context,based on the manufacturer’s green innovative production,it becomes very important to study the operational strategy of the dual-channel supply chain.Based on the above content,this paper conducts the following researches:(1)Based on the green innovation level of the manufacturer,considering the two sales models of retailers’ agency sales and resale,a dual-channel supply chain model under decentralized decision-making is constructed,and pure online channels and pure offline channels are studied.And the decision-making problem of supply chain members in dual-channel,discusses the impact of different sales models on the profit and green innovation level of supply chain members.The study found that under the three channel models,when retailers provide resale,manufacturers under dual channels get higher profits,and the green innovation level of the supply chain is the highest at this time;when retailers provide resale,the service commission fee Within a certain threshold,both manufacturers and retailers under dual channels can obtain the highest benefits,and the level of green innovation in the supply chain is also the highest.(2)Considering the double marginal effect in the supply chain operation process,the centralized decision-making models under three channel operation modes are constructed respectively.When manufacturers and retailers cannot be fully integrated,a benefit-cost-sharing contract can be constructed to coordinate the supply chain and solve the problem of double marginal effects in decentralized decision-making.The study found that under the two sales models of agency sales and resale,the ratio of benefit and cost sharing is within a certain threshold,and the cost sharing contract will bring Pareto improvements to the supply chain and enhance the level of green innovation in the supply chain.