Decisions of Green Product Development and Pricing for a Dual Channel Supply Chain

摘要

This paper focuses on the decisions of the green product development and sell pricing in a supply chain which has an offline channel and an online channel simultaneously. Considering some important customer's attributes, such as channel loyalty, price sensitivity and green preference, the optimal green degrees and the selling prices of the developing product are deduced by the Stackelberg game models for the centralized decision case and the decentralized decision case respectively, and the impact of customers' channel loyalty on the decision variables and the system performances of the supply chain are explored thoroughly and deeply. The research shows some interesting conclusions: (1) in the decentralized case, customer's online shopping preference has positive impacts on the product green degree, the wholesale price and the online selling quantity, has negative impacts on the selling price, the offline retailing quantity and the offline retailer's profit, and has positive impacts on the manufacturer's profit when the loyalty is small, but has negative impacts on the manufacturer's profit when the loyalty is bigger than a specific value. (2) in the centralized case, the optimal green degree of product and the whole supply chain profit are bigger than those in the decentralized case.