关键词: 绿色广告, 供应链竞争, 嵌套博弈, 决策

Abstract:

By constructing retailer horizontal competition and manufacturer horizontal competition model in two supply chains to study green advertising decision-making under the decision of decentralization and concentration, this paper analyzes the green advertising cost coefficient and sensitivity coefficient how to affect green advertising effect and the profit of the supply chain members. The results show that the green advertising effect of the centralized supply chain is greater; the green advertising cost coefficient will have a significant impact on the profit of the supply chain members and the small changes will cause the demand market to change drastically; the green product supply chain has obvious advantages under centralized decision-making. The decision-making method of the common product supply chain is affected by the sensitivity factor of the green advertising.

Key words: green advertising, supply chain competition, nested game, decision