Abstract：Considering consumer purchasing decisions are influenced by the reference price effect. Two scenarios are considered, where one scenario is that the manufacturer directly sells the products in the offline channel and the other is that the manufacturer sells the products through a retailer in the offline channel. And the platform can operate with the marketplace mode or reselling mode. The optimal decisions and the supply chain coordination of each scenario under the cap-and-trade regulation are analyzed. The results show that: ① in the former scenario, the increase of the positive reference price effect and the commission rate can improve the optimal production quantities selling through the online platform and the total carbon emissions with the marketplace mode if the cross-channel effect is high; while in the latter scenario, the conclusion is the opposite. ② In the two scenarios, marketplace mode cannot achieve the coordination of the manufacturer and platform (retailer), while reselling mode can do under some cases. Besides, cap-and-trade regulation induces supply chain coordination in the former scenario while blocks the coordination in the latter scenario.
徐小平，吴婕，何平. 碳交易机制下考虑参考价格效应的平台化运作决策及协调机制研究[J]. 管理学报, 2023, 20(10): 1536-.
XU Xiaoping，WU Jie，HE Ping. The Platform-Based Operations and Coordination with Reference Price Effect Under the Cap-and-Trade Regulation. Chinese Journal of Management, 2023, 20(10): 1536-.
