Han Mengwei, Song Hua, Hu Xueqin, Yang Xiaoye
Green supply chain management brings the green and low carbon level of products into the decision-making reference system,which is a specific measure to implement the goal of carbon peaking and carbon neutralization at the supply chain level.This paper studies the optimal decision-making and coordination of dual-channel green supply chain enterprises with the price reference effect.Firstly,introducing price reference effect into dual-channel green supply chain model,this paper uses the analysis method of games theory to construct the optimization decision model of the dual-channel green supply chain under the centralized and decentralized decision-making mode,and solve the optimal channel price and the optimal green degree of the green supply chain under different decision modes.Then,it analyzes the impact of consumer reference price in traditional retail channel and network direct selling channel on the optimal price and green degree of green supply chain under different decision-making modes.Then,aiming at the coordination of dual-channel green supply chain enterprises,the two part pricing contract is established.Finally,through the evaluation of the parameters,this paper further explores the relationship between the demand elasticity coefficient considering the price reference effect in two channels and the optimal equilibrium solution of green supply chain.The results show that,under the centralized and decentralized decision-making mode of dual-channel green supply chain,the consumer reference price of traditional retail channel has a positive impact on the optimal price of traditional retail channel and network direct selling channel,and the consumer reference price of network direct selling channel also has a positive impact on the optimal price of network direct selling channel and traditional retail channel;The reference price of traditional retail channel and network direct selling channel have a positive impact on the optimal green degree of products.There is a negative correlation between the demand elasticity coefficient considering price reference effect and the optimal equilibrium solution of supply chain enterprises.Through the application of the two part pricing contract,the coordination of dual-channel green supply chain can be realized.