关键词: 供需两侧, 碳税与补贴, 消费者碳敏感度细分, 减排投资率

Abstract: To explore the investment strategy of emissions reduction in supply chain driven by government policy and consumers' preference,the effect of supply-demand driven on the carbon reduction investment and the optimal decisions of supply chain's members was discussed.Under the policy of carbon tax and carbon subsidy from the supply side,the consumers from the demand side could be segmented as green consumer,yellow consumer and red consumer according to their carbon emissions sensitive,and a collaboration model with N mode,G mode,GY mode and All mode was constructed.The analytical results showed that the negative impact of carbon tax on supply chain profit was much greater than the buffer effect of subsidies from the supply side,and consumer carbon sensitivity had a positive incentive effect on emissions reduction and supply chain profit improvement from the demand side.Moreover,when leading consumers purchase low-carbon product,the dual benefits of both profit and emissions reduction could be achieved.

Key words: two sides of supply-demand, carbon tax and subsidy, consumer carbon emissions sensitive segment, emissions reduction investment ratio