Pricing Decisions of Green Supply Chain with Complementary Products

Taking the green supply chain composed of single manufacturer and single retailer as the background, the centralized decision-making model and decentralized decision-making model of supply chain were established, and the pricing decisions under the two models were compared and analyzed. Two coordination mechanisms, two-part tariff contract and distribution contract based on Shapley value, were proposed to coordinate the income distribution of supply chain members and promote their cooperation. Mathematica software was used to simulate and analyze the impact of product complementarity and consumer's environmental awareness on the decision variables and the optimal profit of the supply chain, which verified the decision results of the model. The results show that the optimal product greenness of decentralized decision is the same as that of centralized decision, and it is directly proportional to the consumer's environmental awareness and inversely proportional to the green investment cost; The optimal profit of supply chain increases with the increase of consumer's environmental awareness or product complementarities. Two-part tariff contract and distribution contract based on Shapley value can achieve supply chain coordination. In the two-part tariff contract, manufactures promote cooperation between the two parties by reducing wholesale prices, which helps to improve the overall profits of the supply chain. The distribution contract based on Shapley value improves the overall profits of the supply chain by distributing the benefits according to the member's marginal contribution rate to the whole supply chain.