关键词: 低碳减排, 宣传, 品牌差异, 双渠道供应链, 微分博弈

Abstract: Aimed at solving the problem of the low-carbon emission reduction, low-carbon promotion and brand strategy in a dual-channel supply chain, a stochastic differential game model is built. By using Hamilton-Jacobi-bellman equation, the optimal low-carbon emission reduction, the optimal advertising input and the optimal advertising sharing rate are solved under centralized and decentralized decision settings respectively. The results show that the low-carbon emission reduction in centralized decision settings is always higher than that in decentralized decision settings; the degree of products differentiation is positively correlated with the proportion of the retailer’s advertising in the traditional channels; the optimal low-carbon promotion strategy for the members of the supply chain not only is related to the difference of the brand, but also depends on the relative size of the marginal profits of the supply chain members in different channels; there exists a low carbon propaganda cost sharing ratio to achieve the coordination of manufacturers and retailers. And a numerical example is used to verify the relevant conclusions of this paper.

Key words: low carbon emission reduction, promotion, product brand differentiation, dual channel supply chain, differential game