Research on Supply Chain Reverse Customization Equilibrium Considering Government Subsidies: A Case Study of Green Products

In the context of economic globalization, reverse customization has become an important means for enterprises to create demand, drive supply, and achieve a higher level of dynamic balance between supply and demand. Taking green products as an example,construct a two-level supply chain game model consistency of manufacturers and retailers, examine the equity state of the supply chain in different scenarios, and analyze the impact of reverse customization investment levels and government subsidies on the equity operation of the supply chain research has found that: (1) there is an optimal advantage for manufacturers to implement reverse customization behavior, and excess investment should not be allowed at this point, the optimal fit for the enterprise can be achieved; (2) When the government subsidiaries manufacturers, the utilization rate of funds is low, but it can improve the greenness of products when subsidizing consumers, the level of funds is high, and the overall benefit of the supply chain increases; (3) Cost sharing contracts can coordinate the phenomenon of free riding within the supply chain, increasing the level of reverse customization investment for enterprises, and optimizing profiles.