Abstract: The coordination mechanisms of the green supply chain are studied with the consideration of the reference price effect of the consumer. Four optimal supply chain models based on the reference price effect, including the centralized supply chain model, the decentralized supply chain model, the cost sharing contract, and the revenue sharing contract are provided to obtain optimal equilibrium solutions, and their optimal strategies are also compared. The results show that the cost sharing contract and the revenue sharing contract result in high supply chain profits, but fail to reach the optimal one in the integrated setting. The revenue sharing contract is superior to the cost sharing contract. With the increase in the reference price effect, the greenness of product, the wholesale price, and the retail price decrease, while the profits of both the manufacturer and the retailer increase. Moreover, the profits of the manufacturer and the retailer increase when taking into consideration the reference price effect of the consumer.

Key words: green supply chain, reference price effect, cost sharing contract, revenue sharing contract

摘要： 在考虑消费者的参照价格效应下，研究绿色供应链的协调机制问题。构建了基于参照价格的分散决策模型、集中决策模型、成本分担契约和收益共享契约，给出了各优化模型下的最优均衡策略，并对其进行了比较分析。研究结果表明：成本分担契约和收益共享契约可以提高供应链系统的利润，却不能达到一体化下的最优利润；收益共享契约优于成本分担契约；随着参照价格效应的增加，产品绿色度、批发价格和零售价格减小，制造商和零售商的利润增加；考虑消费者的参照价格效应可以提高制造商和零售商的利润。

关键词: 绿色供应链, 参照价格效应, 成本分担契约, 收益共享契约