Research On Green Production And Marketing Strategies Of Supply Chain Under Government Rewards And Penaltie

In the important process of vigorously promoting ecological civilization in China,the green supply chain integrates green environmental protection requirements into supply chain management,which can not only improve the core competitiveness of enterprises,but also conform to the trend of national green development.The government emphasizes that it is imperative for enterprises to transform into green development,and encourages enterprises to carry out green design,research and development of green processes,and implement green promotion,so as to achieve green environmental protection throughout the product life cycle.As the front-end and end-of-line links of the supply chain,the production R&D link and the sales publicity link are of great significance to promote the development of the green supply chain.The household industry is an important part of national production,and under the impetus of consumption upgrading and technological progress,the quality and efficiency of development have been steadily improved.In recent years,with the gradual enhancement of consumers’ awareness of environmental protection,both furniture manufacturing enterprises and furniture sales enterprises have begun to promote environmentally friendly furniture.This is not entirely a spontaneous act of enterprises,because the allocation of responsibility for corporate green costs is still a problem.Household enterprises play an important role in China’s economic development,employment promotion and national competitiveness improvement.Studying the green behavior of enterprises can improve the enthusiasm of enterprises to join the green supply chain,and improve some problems in the theory of green supply chain.Therefore,the research content of this paper is in line with the national green development trend,and is of great significance for home enterprises to develop green supply chain.In order to better understand and strengthen the sustainable development of green production and marketing strategies,this paper selects manufacturers and retailers of the main forces in the front-end and end-of-supply chains as the research subjects.This paper takes the government as the regulator of environmental policy to participate in environmental regulation,constructs an evolutionary game model of manufacturers,retailers and government behavior,and studies the interaction between enterprises’ green production and marketing strategies in the supply chain.First of all,we analyze the stability of the dynamic game of manufacturers,retailers and governments.Subsequently,introduce the furniture manufacturer Opai Home and furniture sales enterprise Easy home,and the green production and marketing strategies of the two enterprises were analyzed,and the case data were combined with simulation analysis to obtain results,verify the theory and support subsequent views.This paper reveals that manufacturers,retailers,and governments have been changing and influencing each other in their choice of strategies,and the convergence trend of the three behavioral choice strategies.Therefore,the research results not only expound the insights on the green production and marketing strategy decisions of enterprises in the supply chain,but also provide a reference for studying the impact of corporate green behavior on corporate green performance.