Research on Coordination in a Dual-Channel Green Supply Chain under Live Streaming Mode

Tianwen Chen (), Ronghu Zhou, Changqing Liu () and Xiang Xu
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Tianwen Chen: Economic and Trade Department, Yancheng Polytechnic College, No. 285 Jiefang South Road, Yancheng 224005, China
Ronghu Zhou: Economic and Trade Department, Yancheng Polytechnic College, No. 285 Jiefang South Road, Yancheng 224005, China
Changqing Liu: Yancheng Institute of Technology, College of Marine and Biological Engineering, Yancheng 224051, China
Xiang Xu: School of Management Science and Engineering, Nanjing University of Finance and Economics, Nanjing 210023, China

Sustainability, 2023, vol. 15, issue 1, 1-23

Abstract: In this paper, we study the coordination issue in a dual-channel green supply chain with one manufacturer and one retailer. The demand in the traditional channel is assumed to be dependent on retail price, sales effort and green degree. Due to the characteristic of live broadcast selling, the demand in the direct channel is assumed to be dependent on price and discount. On the basis of analyzing price, sales effort and green degree strategies in the supply chain under the centralized model, two decentralized models and two coordination models are presented. Moreover, we prove the feasibility of sharing the R&D costs of the green degree and sales effort costs of the advertisement (CS-GS) contract through bargaining problems achieving a win-win situation, but the revenue sharing and wholesale price (RSC) contract commonly used cannot efficiently coordinate the supply chain. Finally, numerical analysis is given to show the impacts of coordination contracts on the supply chain’s performance as well as the impacts of parameters on profits and decisions in the four models. It reveals that the CS-GS contract can not only help to improve the green degree and the price of the product, but also improve the profitability of all supply chain members.

Keywords: coordination; bargaining problem; green degree; sales effort (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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