Abstract
This paper studies the multi-level supply chain network equilibrium optimization problem of multi-energy-efficiency products under different government subsidies and demand scales. In the equilibrium optimization problem, manufacturers determine the production volume of the energy-saving products; retailers decide the transaction volume with manufacturers, distribution volume for markets, and marketing efforts of energy-saving products; markets determine the transaction price. Firstly, the optimal decision-making behaviors of manufacturers, retailers, and markets are described. Simultaneously, the global optimization problem is transformed into a finite-dimensional variational inequality formulation. Then, the equilibrium conditions of the whole supply chain network are derived by the Euler method. Finally, a case study verifies the effectiveness of the proposed method. Interestingly, we found that energy-saving subsidies and demand scales were negatively correlated with the marketing efforts of the subsidized retailers for high energy-efficient products and positively correlated with the marketing efforts of non-subsidized retailers for high energy-efficient products in the same market; the development of retailers in the same market tended to be consistent, and the differentiation of the demand scale eliminated the retailers without a competitive advantage.