Pricing and manufacturing strategy of dual-channel green supply chain under common product competition

Abstract

As consumers' green demand continues to rise, the competition between ordinary products and green products is becoming more and more intense. In order to study the impact of product competition and consumer green demand on product price and product greenness, as well as the optimal manufacturing strategy of dual-channel green supply chain, for a manufacturer and a retailer that can produce common products and green products, a set of The dual-channel supply chain composed of traditional retail channels and online direct sales channels, according to the different production modes of manufacturers, established a dual-channel supply chain game model of traditional production mode, green production mode and mixed production mode, and compared the products under the three production modes Price, greenness, and manufacturer's profit are verified with examples. The results show that: based on the consistent pricing strategy, consumer channel preference directly affects product price and greenness; product competition and consumer green demand sensitivity coefficients both promote product prices and product greenness; the manufacturer's optimal manufacturing strategy For the mixed production mode.