Study On Green Subsidy Policy And Purchasing Strategy Of The Retailer

Under the background of the global environment worsening and resource exhaustion,the environmental issue has gradually aroused wide attention all over the world.With the gradual enhancement of the consumer’s green awareness and the government’s proposal of green development strategy,the traditional supply chain is gradually transformed into a green supply chain with higher environmental benefits.Due to the high production cost,high price technical risks and market risks of green products,the promotion of green products in the sales end is hindered.Therefore,it is particularly important for the government to formulate reasonable subsidy policies to encourage the retailer to sell green products.This paper considers two types of consumers(the ordinary consumers and the green consumers)and two types of suppliers(the ordinary supplier and the green supplier),and discusses the government’s subsidy policy to promote the retailer to choose the green supplier and promote the development of green market by establishing dynamic game model.The research content of this paper is divided into four parts: Firstly,this paper analyzes the influencing factors of the retailer’ choice of green supplier,including product competition,consumer preference,and government subsidy policy.Secondly,this paper researches government subsidy policy and retailer purchasing strategy under wholesale price contract,and put forward the formulation criterion of government subsidy policy and the retailer’s purchasing strategy selection criterion.Thirdly,this paper researches government subsidy policy and the retailer purchasing strategy under agency pricing contract,the decision-making criteria of government and the retailer are put forward.Fourthly,this paper compares and analyzes the price,demand and benefit,and analyzes the influence of the green consumer ratio on government subsidy policy and the retailer procurement strategy.The main conclusions are as follows:Firstly,under the two contract modes,the decision-making criteria of government and the retailer are similar.When the retailer’s environmental awareness is higher than a certain threshold,the government will choose no subsidy policy,and the retailer will choose to sell only the green products or sell two types of products at the same time.When the retailer’s environmental awareness falls below a certain threshold,the government will choose to subsidize the retailer.Under the minimum subsidy factor,the retailer switches to sell two types of products.Secondly,this paper found that the types of the government policies will affect the pricing,demand and corporate profit under the wholesale price contract,while the types of government policies will not change the pricing,demand and corporate profit under the agency pricing contract.When analyzing the influence of consumer classification characteristics,it is found that the results of the two contract modes are similar.The thresholds of the retailer’s environmental awareness intensity and government subsidy coefficient will decrease with the increase of the proportion of green consumers.