Government’s green subsidy and retailer’s fairness concerns have great implications for enterprise’s operation strategy in the green supply chain (GSC). With the continuous deepening of retailer’s participation in supply chain management, the green services they provided by retailer have become a crucial role in promoting the terminal sales of green products. To further research the government subsidies and retailer’s fairness concerns on the optimal decisions of product pricing, green R&D, and service level, we construct four two-stage GSC models: no subsidy and fairness concerns, subsidizes manufacturer without retailer’s fairness concerns, subsidizes manufacturer with retailer’s fairness concerns, and subsidizes all members with retailer’s fairness concerns. The results show that subsidizes to manufacturers has significantly improved supply chain performance and environmental governance, but it exacerbates the unfair distribution of profits among members, and retailers’ fairness concerns drive them to offer lower green service level. With the green demand of consumers being unable to be fully satisfied, the consumer surplus and effectiveness of government environmental governance decrease accordingly. To eliminate the adverse effect caused by unfair distribution of profits, it is necessary to subsidize retailers so as to share their green service costs and increase their share of profits.
To meet the different needs of consumers in an E-commerce market environment, more and more enterprises have launched extended warranty services, which can reduce consumer risk and stimulate market demand in E-commerce supply chains. However, knowing who will launch the extended warranty services has become particularly important. To propose an optimal strategy of the extended warranty service provider and seller, three game models are constructed in an E-commerce supply chain consisting of a manufacturer and an E-commerce platform. In addition, this study investigated the effect of extended warranty strategy on consumers. The results show that when the extended warranty coverage and product failure probability are small, the extended warranty provided by the E-commerce platform can simulate the demand of products and extended warranty. The extended warranty provided by the manufacturer is the best choice for the manufacturer. On the other hand, the extended warranty provided by the E-commerce platform is always beneficial for the E-commerce platform and E-commerce supply chain system. The E-commerce platform should take some measures and control some parameters to make up for the losses of the manufacturer, so that the strategy of the extended warranty provided and sold by the E-commerce platform becomes the consistent choice of E-commerce supply-chain members, system, and consumers.
To reduce environmental pollution, the government has issued relevant laws and regulations, and more and more enterprises engage in remanufacturing and recycling used products. Trade old for new and trade old for remanufactured have become marketing means to promote product recycling. The extended warranty service is used to promote the recycling of waste products. To design an optimal extended warranty service strategy and analyze its environment impact in a remanufactured supply chain, game theory is used to model the competitive relationship between a manufacturer and an E-commerce platform. Considering whether the E-commerce platform provides extended warranty service, four models are constructed, and the extended warranty service strategy and its environment impact can be analyzed. The results show that, when the level of substitutability between remanufactured and new products meets a certain rage, new or remanufactured products with extended warranty service strategy can increase the demand for new or remanufactured products, respectively. In the four models, the changing trends of manufacturer’s profit, E-commerce platform’s profit and supply chain’s profit, consumer surplus, environmental impact and social welfare are the same, but only the thresholds are different. From the perspectives of supply chain member, supply chain system, consumer, environment and society, the new and remanufactured products with extended warranty service strategy is the best choice.
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