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Advertising cooperation of dual-channel low-carbon supply chain based on cost-sharing

Chao Yu (School of Economics and Management, Shanghai Maritime University, Shanghai, China and School of Business, Jiangsu University of Technology, Changzhou, China)
Chuanxu Wang (School of Economics and Management, Shanghai Maritime University, Shanghai, China)
Suyong Zhang (School of Economics and Management, Shanghai Maritime University, Shanghai, China)

Kybernetes

ISSN: 0368-492X

Article publication date: 13 August 2019

Issue publication date: 8 April 2020

Abstract

Purpose

This paper aims to analyze the impact of the cost coefficient of product emission reduction, coefficient of low-carbon product advertising effort cost, and sharing ratio of low-carbon product advertising effort cost on the profit of a dual-channel supply chain. After determining the best model and relevant influencing factors, the paper puts forward corresponding management inspirations and suggestions.

Design/methodology/approach

The paper opts for an exploratory study using Stackelberg game theory to construct a centralized decision-making (MC mode), a low carbon product advertising effort cost free sharing decentralized decision-making (SD model) and a low carbon product advertising effort cost sharing decentralized decision-making (JD model) game model. Through using optimization methods to get the equilibrium solution, the relevant management suggestions are obtained by comparison analysis.

Findings

The paper shows that the JD model is better than the SD model in terms of the profits of the manufacturer, retailer and supply chain, and the improvement of Pareto is realized. The proportion of cost sharing of low carbon product advertising effort is positively related to the wholesale price and direct influence coefficient of low carbon product advertising effort on channel, while negatively related to the retail price and the cross influence coefficient of low carbon product advertising effort on alternative channels. Under the JD model, the manufacturer can reduce advertising costs through improving the efficiency and pertinence of direct channel advertising and urging the retailer to do a better job in sales management to improve gross margin and require the retailer to increase advertising efficiency and pertinence of retail channel to reduce advertising costs of retail channel and other ways to increase their profits. The retailer can make use of its advantages closer with consumers to improve the efficiency and pertinence of advertising in the retail channel to raise the influence coefficient of advertising and reduce the advertising cost in the retail channel.

Originality/value

The innovations of this paper are listed as follows: First, it has considered advertising investment from both the manufacturer and the retailer simultaneously. Second, it has considered a low-carbon background to investigate cooperative advertising decision for low-carbon products. Third, it has considered the decision on the level of product emission reduction and the level of low-carbon product advertising effort investment simultaneously.

Keywords

Acknowledgements

The authors sincerely thank the anonymous editors and reviewers for valuable suggestions and comments. This research was supported by the National Natural Science Foundation of China (No.71373157,71403120), National Social Science Fund Project (No.14BGL216), Jiangsu University Philosophy and Social Sciences Research Foundation Project(No.2018SJA1727) and Jiangsu Science and Technology Social Science Fund Project (No.KYY16507).

Citation

Yu, C., Wang, C. and Zhang, S. (2020), "Advertising cooperation of dual-channel low-carbon supply chain based on cost-sharing", Kybernetes, Vol. 49 No. 4, pp. 1169-1195. https://doi.org/10.1108/K-04-2018-0205

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited