Abstract: Under the background that consumer demand is affected by price and product green degree, considering the manufacturer increases the demand by increasing the product green degree and the free-riding effect between dual-channel demand, this paper establishes centralized and decentralized game models, and designs a joint contract with revenue sharing and cost sharing to coordinate supply chain. The results show that both the direct channel price and the traditional channel price will increase with the improvement of product green degree, the rising range of the direct channel price will slow down with the increase of the free riding consumer proportion, while the rising range of the traditional channel price will accelerate with the increase of the free riding consumer proportion. It is also found that the introduction of joint contract can effectively reduce the direct channel prices and traditional channel prices, increase product green degree and supply chain total demand, so that the total profit of the supply chain achieves the level of centralized decision-making.

Key words: product green degree, dual-channel supply chain, joint contract, supply chain coordination

摘要： 本文在消费者需求受价格和产品绿色度影响的背景下,考虑制造商通过提高产品绿色度来扩大需求的情况以及双渠道需求之间的搭便车效应,构建了集中式和分散式博弈模型,并设计了收益共享和成本共担的联合契约协调供应链。研究发现:直销渠道价格和传统渠道价格都会随着产品绿色度的提高而上升,其中直销渠道价格的上升幅度随着搭便车消费者比例的增大而下降,传统渠道价格的上升幅度随着搭便车消费者比例的增大而加快;联合契约的引入能有效地降低直销渠道价格和传统渠道价格,提高产品绿色度和供应链总需求,使供应链总利润达到集中决策时的水平。

关键词: 产品绿色度, 双渠道供应链, 联合契约, 供应链协调