Research on Supply Chain Cooperation Strategy of Low-carbon E-commerce Considering Targeted Promotion under Carbon Trading Regulation

Abstract

Considering the regulation of carbon cap-and-trade schemes, this paper analyses the influence of external carbon trading regulation and internal platform targeted promotion services on the choice of supply chain cooperation strategies. First, two low-carbon e-commerce supply chain (LCESC) decision-making models under the agency or resale mode are constructed and solved. Then, contrasts the equilibrium solutions under the two models, analyzes the effect of key parameters on the equilibrium solution, and discusses the influence of carbon trading price on decisions and earnings through numerical analysis. The results show that: (1)different cooperation strategies do not influence emission reduction decisions and earnings of manufacturer;(2)in terms of platform operation mode, the choice of supply chain cooperation strategy only depends on the platform commission rate;(3)Interestingly, the example analysis shows that maintaining a higher carbon trading price is helpful in improving the product price, the level of platform targeted promotion efforts and the manufacturer's earnings under the agency model. The conclusions of this paper provide a scientific reference for LCESC management and cooperation strategy selection.