Research On The Optimal Decision-making Of Competitive Supply Chain Considering Subject Preferences Under Different CSR Input

With the continuous change of the market competition situation and the popularization of social responsibility,actively undertaking corporate social responsibility(CSR)has become an important topic of public and social concern.With the awakening of consumers’ awareness of social responsibility,which has changed their previous consumption habits and raised the overall consumption level of society,consumers are no longer limited to the characteristics of the product itself,and begin to consider more about the operation standard and cultural background behind the product.Therefore,in order to comply with the requirements of market development,enterprises begin to spontaneously assume social responsibility,in order to establish a good brand image and improve brand reputation.However,some enterprises are unwilling to undertake social responsibilities,because the undertaking of social responsibilities often represents the investment of additional resources and funds as well as the undertaking of operational risks,which is related to the profitability of enterprises and brand development strategies.Therefore,whether the enterprises have the will and ability to undertake social responsibility is also a question that needs to be considered.Based on this,this paper explores the impact of different subject preferences on supply chain pricing decisions under different circumstances,based on the premise of whether competing manufacturers undertake corporate social responsibility.Combining risk preference of decision makers with corporate social responsibility.Based on the background of the competition between two manufacturers,considering three situations that manufacturers invest in different corporate social responsibility and introducing the risk preferences of manufacturers and retailers,a two-level supply chain model consisting of two manufacturers and a single retailer is established.The research shows that:(i)Retailer risk aversion leads to higher wholesale prices and lower retail prices;the manufacturer’s risk aversion makes the product’s wholesale price and retail price both lower.(ii)Under different corporate social responsibility input conditions,when the wholesale price of products has the same trend of change with market fluctuations,the prerequisites to be realized are different.(iii)When manufacturers undertake corporate social responsibility,they offer retailers lower wholesale price contracts,which lead to lower retail prices offered to the market,thus increasing consumer welfare.Research on the combination of consumer corporate social responsibility preference,channel preference and corporate social responsibility.A competitive dual-channel supply chain model is established,which is composed of two competitive manufacturers,a single retailer and a consumer market,and explores the decision-making changes in the three situations.The research shows that:(i)When a single manufacturer undertakes social responsibility and both manufacturers undertake social responsibility,corporate social responsibility preference makes the retail price of both products rise,and the change of wholesale price is related to the intensity of market competition and the manufacturer’s investment in corporate social responsibility.(ii)The market demand of different channels will increase with the increase of consumers’ preference for corporate social responsibility and the degree of manufacturers’ investment in corporate social responsibility.(iii)When consumers’ dual preferences increase at the same time,the impact on product equilibrium price decisions will have an effect of 1+1>2.Finally,based on the above research results,relevant management enlightenments are obtained,which provides a certain reference for enterprises to formulate relevant strategies,realize the optimal allocation of resources and maximize enterprise performance.