Abstract
In the context of green supply chain, the opening of manufacturer's direct sales channel will have a significant impact on the retailer's profit, as well as on the retailer's order quantity, product price and green efforts. Therefore, when opening the dual channel, the manufacturer must consider its own optimal profit and the retailer's optimal profit, so that both sides of the supply chain can achieve a win-win situation. In this paper, a manufacturer-led Stackelberg model based on green efforts is constructed to study the optimal operation strategies of risk-sharing single-channel and dual-channel manufacturer. Through the comparative study and analysis of numerical examples, it is found that if the manufacturer chooses dual-channel mode, manufacturer can achieve better results through its own green efforts than single-channel structure. However, in certain cases, it can be seen that the manufacturer is not profitable, so the manufacturer may choose the single-channel model.
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