关键词: 随机参照价格, 双渠道, 绿色供应链, 协调契约, 渠道策略

Abstract: To explore the influence of reference effects on the decision making of green supply chain members,by introducing the stochastic reference price of consumers into a dual-channel green supply chain,a two-stage Stackelberg model was constructed with game theory,and the consistent pricing strategy of online and offline was discussed.The results showed that the variability of consumers' reference price was beneficial to the manufacturer and the retailer when the consumers' green preference coefficient was high,otherwise the variability of consumers' reference price was good for the manufacturer but bad for the retailer.With the increasing of the sensitivity coefficient of consumers' reference price,the manufacturer's expected profit first decreased and then increased,but the retailer's expected profit monotonically decreased.The combination contract of revenue sharing and cost sharing could coordinate the dual-channel green supply chain.By comparing with the single-channel green supply chain equilibrium,the result showed that the conditions for manufacturer encroachment were both affected by sensitivity coefficient and the variability of consumers' reference price.On this basis,the model was extended to differentiated pricing,and the impacts of different pricing strategies on channel members were discussed.

Key words: stochastic reference price, dual-channel, green supply chain, coordination contract, channel strategy