| In recent years,enterprises have begun to layout online channels,but some smaller manufacturers are difficult to make correct choices due to the lack of theoretical guidance when facing a variety of online sales strategy choices.In addition,with the increasingly significant ecological problems such as energy consumption and global warming,the energy-saving and environment-friendly green supply chain has gradually attracted the attention of academia and industry.However,manufacturers need to invest higher costs in the production of green products,which to some extent dampens the enthusiasm of manufacturers to transform to green supply chain.Therefore,it is of great theoretical and practical significance to study the impact of government subsidies on the supply chain and the pricing decision-making and online channel selection of green product manufacturers.This thesis successively establishes the game models under two different strategies of manufacturers opening online direct sales channels and online indirect distribution channels with or without government subsidies,and studies the selection and pricing of manufacturers’ online sales channel strategies with or without government subsidies.Finally,in order to alleviate the double marginal effect of dual channel supply chain,a combination contract is designed to coordinate the supply chain.The main conclusions are as follows:(1)When there is no government subsidy,the cost difference between the two online sales channels is the main factor affecting the manufacturer’s choice of channel strategy.When the cost gap between opening direct sales channels and opening distribution channels is small,it is better for manufacturers to adopt online direct sales channel strategy;When the cost of establishing direct sales channel is higher than that of distribution channel,it is better for manufacturers to adopt online distribution channel strategy.The threshold affecting the choice of manufacturers’ channel strategy will be adjusted by factors such as the level of consumers’ awareness of environmental protection and the scale of offline channel market.When there are government subsidies,they will also be adjusted by the proportion of government subsidies.Specifically,with the improvement of consumers’ awareness of environmental protection and the proportion of government subsidies,the threshold affecting manufacturers’ channel selection will continue to increase,while with the increase of offline channel market scale,the threshold affecting manufacturers’ channel selection will continue to decrease.(2)No matter whether the government gives green subsidies to manufacturers or not,with the increase of green research and development cost coefficient,the online and offline retail price,green degree level,market sales volume and profits of supply chain members will decline.The higher consumers’ awareness of environmental protection,the higher the sales price,green level,sales volume and profits of supply chain members.However,there is a range of green research and development investment of manufacturers.Within this range,manufacturers improve the green quality of products,and the profits of supply chain members will increase accordingly.But beyond this range,manufacturers’ profits will be reduced.(3)Whether it is the direct selling dual channel mode or the distribution dual channel mode,after the government gives green subsidies to manufacturers,The green degree of products and market demand are always higher than those without subsidies.With the increase of the proportion of government subsidies,the selling price,sales volume,green quality level,batch price and profits of supply chain members of products in the two channels will also continue to increase.(4)There is a range between the proportion of revenue sharing and the transfer payment fee.Within this range,the combined contract can not only improve the performance of the supply chain,but also reasonably distribute the total profit of the supply chain,so as to coordinate the channel conflict of the supply chain. |
