Abstract: The supply chain structure caused by changes in green industries, consumption formats and sales channels has shifted from a single enterprise, a single product and a single channel to a competition for mutually alternative products produced by different manufacturers in multiple sales channels, and the decision-making strategies of the traditional supply chain have been unable to adapt to the continuous evolution of the diversified supply chain. Therefore, this paper takes the three-channel two-level supply chain composed of green brand manufacturers, traditional brand manufacturers and a retailer as the research object, based on the horizontal power structure relationship between competitive manufacturers, and comprehensively considers the influence of product substitution degree and consumer preference factors such as green, brand and channel, to construct a game model when the power position of competitive manufacturers is equal and green brand manufacturers unilaterally occupy a dominant market position. This paper explores how on-chain entities influence other relevant entities with different degrees of resource allocation, and how enterprises can make rational decisions to protect their own interests under the influence of product substitution and consumer preference factors. This is a practical study that explores the mechanism of power structure and reveals the competitive logic of alternative products.
The main conclusions of the study are as follows: (1)The higher the level of consumers’green preference and the degree of product substitution, the more the green brand manufacturers will be encouraged to implement green technology research and development to improve the level of product greenness. At the same time, consumers’preference for offline channels will enhance the sensitivity of greenness to the degree of product substitution and the degree of consumers’green preference, while the sensitivity of consumers’traditional brand preference to the two is not always favorable. (2)When the green brand manufacturer occupies a dominant position in the market alone, a higher market power position will be helpful for it to carry out green technology research and development and improve the level of product greenness, and competitive manufacturers can obtain a higher profit level under this model. Affected by the changes in upstream wholesale prices, retailers are closely related to the degree of consumer channel preference and the efficiency coefficient of product greening under which mode they obtain higher profits. (3)In order to maintain the demand and profit of their DTC channels to occupy a leading position in the supply chain, green brand manufacturers prefer the MGT model, and need to maintain a low level of product substitution to avoid being overtaken by the demand for alternative products and the profits obtained by related entities.
The management implications of this study are as follows: (1)To obtain more consumers’recognition of product environmental protection attributes and green brands, reduce the number of consumer groups that prefer traditional products, and improve consumers’green preference. In addition, green brand manufacturers are encouraged to actively implement green technology research and development, improve the level of product greenness, and continuously improve the profit level of related enterprises in the supply chain and the environmental protection benefits of the supply chain. (2)Green brand manufacturers should carry out targeted research and development, increase the irreplaceability of green products and ordinary products, control the degree of product substitution within the profit exceeding threshold under different power structure models, and then maintain the profit level obtained by green brand manufacturers to occupy a leading position in the supply chain. In this way, traditional brand manufacturers can be forced to adapt to market changes and the development of the times to green transformation, and to drive downstream retail transformation with the transformation of upstream manufacturing sources, and accelerate the process of traditional consumption substitution. (3)Green brand manufacturers should actively take advantage of the favorable trends in the general environment such as consumption and policies to consolidate their unilateral dominance in market power, inhibit the bargaining level and decision-making ability of traditional brand manufacturers and downstream retail enterprises of competing enterprises, and continue to grasp the initiative to obtain more profits.
Future research can construct a demand function based on the characteristics of demand time-variability, and comprehensively consider the horizontal and vertical power structure relationship between supply chain firms.

Key words: green supply chains, multi-channel, replaceability, consumer preference, horizontal power

摘要： 本文以绿色品牌制造商、传统品牌制造商与一个零售商构成的三渠道两级供应链为研究对象,采用博弈理论刻画同级企业竞争性制造商之间的横向权力结构关系,分析不同权力结构模式下链上成员的最优均衡决策。研究表明:消费者绿色偏好、产品可替代程度与产品绿色度水平呈正相关关系,同时消费者线下渠道偏好程度会增强绿色度水平关于产品可替代程度、消费者绿色偏好程度之间的敏感性;当绿色品牌制造商单独占据市场主导地位时,绿色产品与普通产品的定价水平更高,竞争性制造商均能获取更高的利润水平,而零售商在何种权力结构模式下的利润水平更高,则与消费者渠道偏好及产品绿色化效率系数密切相关。绿色品牌制造商为保持其DTC直销渠道需求与利润在供应链内占据领先地位,应适时评估市场环境,将产品可替代程度控制在不同权力结构模式下的利润反超阈值内。

关键词: 绿色供应链, 多渠道, 可替代, 消费者偏好, 横向权力