Selection Of The Green Market Segmentation Strategy Selection Of The Platform Supply Chain Under Different Power Structure

Whether it is the Industrial Revolution 4.0 that is being triggered worldwide,or the chain reaction of intelligent innovation brought by big data and artificial intelligence,the supply chain logistics behind these changes is undergoing constant innovation and iteration,and the mode of traditional logistics supply chain is constantly being challenged.The rise of new technologies such as the digital economy and cloud computing has facilitated the development of modern,highly collaborative platform supply chains.At the same time of the rapid economic development in various countries,more and more serious environmental deterioration has been caused.Chinese economy has changed from the pursuit of "quantity" high speed growth stage to attach importance to "quality" high quality development stage,consumers’ environmental awareness is also strengthening.Therefore,many enterprises have developed a series of energysaving and environmental protection green products in response to national policies and to meet consumer demand.The rapid development of platform economy helps accelerate the realization of green transformation development of enterprises.In the supply chain,the different power structure will also affect the strategic choice of the members in the supply chain.Based on the above background,this paper takes the platform supply chain composed of manufacturers,platforms and consumers as the research object,considers that under different power structures,the manufacturer develops green products and sells them on the basis of producing brown products to fulfill their social responsibilities,constructs three different sales strategy models,analyzes them through game theory and other methods,and draws corresponding conclusions:(1)In view of how green factors in the supply chain affect the equilibrium decision of members in the supply chain,this paper analyzes the sensitivity of the equilibrium decision under different power structures.Through analysis,we find that the proportion of green consumers in the market and the increase of consumers’ green preference can help the manufacturer generate more economic profits,that is,green factors in the platform supply chain can have a positive impact on the manufacturer’s profits.(2)For the manufacturer to study whether the production of green products can bring more profits to him and improve the operational efficiency of the supply chain,this paper compares and analyzes the profits of the manufacturer,the platform and the supply chain under different power structures.The result shows that under different power structures,the manufacturer chooses to produce brown and green products at the same time can generally obtain more economic profits.By comparing the total profit of the supply chain under the two power structures,the overall operating efficiency of the supply chain can be improved when the platform is the leader.(3)In view of the question whether the social welfare level can be improved if the manufacturer participates in the platform supply chain and implements the green product segmentation strategy,this paper compares and analyzes the social welfare generated by the supply chain in the three product segmentation strategies under different power structures.The analysis results show that the introduction of green products for marketing by manufacturers can generate more social welfare.In addition,there are more social benefits when the platform is the leader than when the manufacturer is the leader.