Research On Retailer Sales Model Selection Considering Government Subsidies Under Green Supply Chain

With the deepening of the new development concept,green products are gradually supported by national policies.Governments at all levels have increased the subsidies for green product innovation,research and development and consumer purchase,so that more and more consumers are inclined to buy green products.With the support of policies and feedback from the market,online retailers have also deeply realized that the sales mode of green products has a profound impact on their own profits.At present,online retailers mainly sell green products through distributor mode and agent mode.However,how to choose sales mode under different policy environment is an urgent problem for online retailers to solve.Therefore,the choice of sales mode of green products is closely related to the development of online retailers.In view of this,in the context of green supply chain,this paper discusses the influence of government subsidies,consumer preference degree and other related factors on the choice of sales mode of online retailers.This paper mainly discusses the conditions for retailers to choose each sales mode when the government subsidizes manufacturers and consumers respectively,and analyzes the better subsidy policies for each main body of the supply chain.This paper builds a game theory model,uses backward induction method and optimization condition equilibrium to solve,and makes qualitative analysis and case analysis of the results.Based on the current policy environment,it provides decision support and theoretical basis for relevant online retailers,and also provides reasonable theoretical basis and reference for retailers to change their sales mode.This paper studies a green supply chain consisting of two manufacturers producing green products and the same online retailer,from which three sales modes(reselling mode,mixing mode and consignment mode)can be constructed.First of all,the model of government subsidies for manufacturers and consumers is constructed and the equilibrium results are obtained.Secondly,it studies the selection of optimal sales mode under two kinds of subsidy policies.The results show that when the subsidy ratio of the two kinds of government subsidy policies is low,the optimal sales mode of retailers is reselling mode.When the subsidy ratio of the two kinds of government subsidy policies is high,the optimal sales mode of retailers is the consignment model.When the subsidy ratio of the two kinds of government subsidy policies is moderate,the optimal sales mode of retailers is the consignment model.With the increase of commission rate and consumer preference for green products,the optimal sales mode of retailers changes from reselling mode to mixed mode,and then to consignment mode.With the increase of competition,the optimal sales mode of retailers changes from consignment mode to mixed mode,and then to reseller mode.Finally,the two subsidy policies are compared and analyzed,and the results show that the government subsidy consumer policy is better for each system member.The research of this paper has enriched the research of retailers’ sales mode selection and provided some theoretical references for retailers’ operational decisions.