Pricing and coordination strategy of green dual-channel supply chain considering risk aversion degree

Qing Fang; Huli Wang

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Pricing and coordination strategy of green dual-channel supply chain considering risk aversion degree

Qing Fang 1 *,Huli Wang 2

1.School of Management, Wuhan University of Science and Technology, Wuhan 430081, China;School of Management, Wuhan University of Science and Technology, Wuhan 430081, China

*Correspondence author

#Submitted by

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Funding: Philosophy and social sciences research project of Department of Education of Hubei Province under Grant 20Y012 and Teaching research project of Wuhan（No.2013Z029)）

Opened online: 2 April 2022

Accepted by: none

Citation: Qing Fang,Huli Wang.Pricing and coordination strategy of green dual-channel supply chain considering risk aversion degree[OL]. [ 2 April 2022] http://en.paper.edu.cn/en_releasepaper/content/4757233

To construct a two-level supply chain network composed of a risk-averse retailer and a risk-neutral manufacturer. The manufacturer produce green product and sell it at wholesale price to the retailer, who sell it online and offline. The Stackelberg game model with the retailer leading and the manufacturer following is established to study the effect of risk aversion greenness on pricing strategy of dual-channel supply chain under centralized and decentralized decision making. The unfairness of income under decentralized decision is coordinated by cost sharing and revenue sharing contract. Finally, a numerical example is given. The results show that manufacturer\'s greenness level and retailer\'s risk aversion coefficient are related to retailer\'s dual-channel price under different decision-making conditions, and dual-channel price decreases with the increase of risk aversion coefficient, and increases with the increase of greenness level. Under decentralized decision making, manufacturer\'s wholesale price decreases with retailer\'s risk avoidance coefficient increasing. The offline price of decentralized decision making decreases with the increase of offline market share, while the offline price increases with the increase of offline market share.

Keywords:dual-channel supply chain; Risk aversion; Green degree; Revenue sharing; Cost allocation?????

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