Research On Selling Strategy Selection Of Green Products Considering Probabilistic Selling

With the rapid development of the Internet economy,probabilistic selling has gradually emerged based on advanced information technology.Probabilistic selling is a selling strategy in which firms create probabilistic products with existing products or services and sell them to potential consumers at a lower discount.Probabilistic product is a virtual product that firms combine existing products or services according to a certain proportion,so as to make the information of product opaque.Compared with traditional products,probabilistic products have been accepted and recognized by more and more consumers due to their randomness and novelties,and probabilistic selling has also been widely used in many industries.In recent years,with the increasing frequency of natural disasters such as haze,droughts and floods,consumers’ attention to green products has continued to rise.In this context,the ability to choose appropriate selling strategies for green products is particularly important for firms.At present,scholars mainly study the selling strategy selection of green products from the perspective of traditional selling,while few literatures focus on the probabilistic selling of green products.In real life,many firms of green products have begun to adopt the probabilistic selling.For example,many agricultural product providers have introduced “blind boxes” for organic vegetables.In view of this,this thesis builds mathematical models based on game theory to study the probabilistic selling of green products in order to provide reference for firms to choose selling strategies of green products.Considering the difference between consumer green preference and product greenness,this thesis firstly constructs a game model between a retailer of green products and consumers,considers two models of traditional selling and two models of probabilistic selling under decentralized market demand and overlapping market demand respectively,compares the optimal benefits of probabilistic selling and traditional selling,and analyzes the impact of relevant parameters on the applicable scope of probabilistic selling and the profit of four selling models.Secondly,on the basis of the first game model,this thesis considers the supply chain structure,and builds a two-level game model of supply chain dominated by suppliers of green products.Considering four channel structures of the supply chain(respectively,the “Direct Selling + Direct Selling” channel structure,the “Direct Selling + Indirect Selling” channel structure,the “Indirect Selling + Direct Selling” channel structure,and the “Indirect Selling +Indirect Selling” channel structure),the selection of channel structure based on probabilistic selling of green products is studied.Finally,considering the different power structures of the green supply chain,a two-level game model of supply chain dominated by retailer is established to explore the optimal channel structure selection of supply chain members under different power structures,respectively compare the optimal profits of supply chain members in different power structures under four channel structures,and analyze the impact of relevant parameters on them.It is found that(1)when the difference of product greenness is small,retailer is suitable to adopt the probabilistic selling,otherwise the traditional selling is suitable.In addition,the applicable scope of probabilistic selling under different market distributions is affected differently by the proportion of low-greenness products in the probabilistic product,and decreases with the increase of the consumers’ mismatch cost of product greenness,i.e.,the higher the consumers’ requirement for product greenness,the more adverse to the implementation of probabilistic selling.(2)In the suppliers-dominated scenario,the applicable scope of supply chain’s equilibrium channel structure is mainly affected by the difference of product greenness,the proportion of low-greenness products in probabilistic product and the production cost of high-greenness products.In addition,when the production cost of highgreenness products is high and the proportion of low-greenness products in the probabilistic product and the difference of product greenness are small,both suppliers can get the highest profit from the “Direct Selling + Direct Selling” channel structure which is the equilibrium channel structure under this condition.(3)In the retailer-dominated scenario,the equilibrium channel structure of supply chain is “Indirect Selling + Indirect Selling” channel structure.In this channel structure,the retailer can get the highest profit;the supplier selling low-greenness products can get the highest profit only when the proportion of low-greenness products in the probabilistic product is large,and the greater the difference of product greenness,the more stable its profit advantage;the supplier selling high-greenness products has weaker profitability.(4)The profit of supply chain members in different channel structures is differently affected by the proportion of low-greenness products in the probabilistic product and the power structure of green supply chain.Specifically,in the “Direct Selling + Direct Selling” channel structure,the profit of supply chain members is not affected by the power structure,but decreases with the increase of the proportion of low-greenness products in probabilistic product.In the other three channel structures,the profit of supply chain members is always the highest under their dominant scenario and is differently affected by the proportion of low-green products in probabilistic product.