Abstract: As the quality of the environment decreases, enterprises and consumers’ awareness of environmental protection constantly improves. More and more enterprises begin to increase their investment in carbon emission reduction and attract environmentally friendly consumers to buy low-carbon products through advertising. The results can provide a theoretical basis for the joint emission strategy of supply chain members in a low-carbon environment.
In this paper, a dual-channel low-carbon supply chain composed of a manufacturer and a retailer is taken as a research object. Firstly, an uncertain market demand is assumed to be dynamically influenced by product emission reduction and retailers’ low-carbon advertising, and the demand model is extended. Secondly, based on the differential game theory, the optimal solution of the dual-channel supply chain under strategic alliance, decentralization and cooperation are analyzed. Thirdly, the Shapley value method is used to realize the coordination of dual-channel low-carbon supply chain. Finally, the related properties are analyzed and verified by simulation.
The main results show that: 1)The joint emission reduction strategy has played a positive role in the dual-channel supply chain, making the profits of its members and the whole continuously rise. 2)Strategic alliance is the best strategy, realizing the Pareto optimality of low-carbon supply chain. At the same time, under certain conditions, the cooperative advertising and cost-sharing contract for emission reduction are more effective than the cooperative advertising contract. The stronger the consumers’ preference for direct sales channels and low-carbon products is, the greater the possibility of supply chain members adopting the cooperative contract is. 3)The wholesale price and customer’s channel loyalty have a significant influence on the retailer’s optimal strategy. 4)The application of the Shapley value method can effectively distribute the excess profits under the strategic alliance according to the contribution rate of manufacturers and retailers, and realize the system coordination.
This paper will focus on the analysis of the optimal strategy when the manufacturer is the game leader. However, in management practice, with the continuous growth of retailers, they will also become the leader of the secondary supply chain, such as e-commerce giants like Suning and Jingdong. Therefore, whether this situation will change is a question that needs to be further discussed. Secondly, this paper suggests that consumers are active advocates of low-carbon products. However, in real life, for some price sensitive people, the price of low-carbon products is generally high, so they will not choose to buy them. Therefore, for enterprises, how to consider consumer heterogeneity in pricing strategies and advertising and marketing strategies is also the direction of future research.

Key words: dual-channel supply chain, joint emission, dynamic demand, coordination mechanism, differential game

摘要： 联合减排被广泛应用于低碳供应链实践中,其包含制造商的减排和零售商的广告营销活动。本文以一个制造商和一个零售商组成的双渠道低碳供应链为研究对象,假设不确定的动态市场需求受产品减排量和零售商低碳广告宣传的动态影响,扩展了需求模型;主要研究结果表明:(1)联合减排策略在双渠道供应链中起到了积极的作用,使得其成员和整体的利润不断攀升;(2)战略联盟为最佳策略,实现了低碳供应链的Pareto最优;同时,在一定条件下,合作广告与减排成本分担契约比合作广告契约更加有效,当消费者对直销渠道以及低碳产品的偏好越强烈,供应链成员采用合作契约的可能性就越大;(3)批发价格以及消费者的渠道忠诚度对于零售商的最优策略有着显著影响研究结果可为供应链成员在低碳环境下的联合排放策略提供理论依据。

关键词: 双渠道, 联合减排, 动态需求, 协调机制, 微分博弈