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

摘要：

通过构建两条供应链中的零售商横向竞争和制造商横向竞争模型研究分散和集中两种决策下的绿色广告决策问题，分析绿色广告成本系数和绿色广告敏感系数对绿色广告效应以及供应链成员利润的影响。研究结果表明：集中式供应链绿色广告效应更大；绿色广告成本系数较小时会对供应链成员利润产生显著影响且微小变动会引起需求市场剧烈变动；集中式决策下绿色产品供应链优势明显，而普通产品供应链的决策方式受绿色广告效应敏感系数的影响。

关键词: 绿色广告, 供应链竞争, 嵌套博弈, 决策