低碳产品、定向广告与供应链营销投资策略演化

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Abstract Based on the analysis of the effects of targeted advertising on the marketing investment strategies and the competitive relationship of manufacturers and retailers of low-carbon products, a stackelberg game model dominated by manufacturers was established. In this paper, the payment matrix of different investment strategies of manufacturers and retailers was given, and an evolutionary game model was constructed to promote the sales of low-carbon products. According to the low-carbon degree of the product, differentiated low-carbon products, analyzed the evolution path and stability of directional advertising investment strategies in supply chain of different low-carbon products, and Netlogo was used to simulate the evolution of game strategies, which revealed the influence of consumers' low carbon preference, advertising effect factor and price sensitivity coefficient on the strategy evolution path. The results indicated that under the bounded rationality of the manufacturers and the retailers, the cooperative behavior of both parties' targeted advertising investment could not be promoted by cost-sharing contract; the evolution equilibrium strategies of low-carbon supply chain varied with the low-carbon degree of the product; compared with manufacturers, retailers' investment in targeted advertising could generate greater market demand, and made for the popularization and promotion of low-carbon products; for products with high low-carbon degree, consumers' low carbon preference and price sensitivity coefficient were positively correlated with retailers' investment intentions, and the impact of advertising effect factor on retailers' investment intentions had a peak value, where retailers were the most likely to make investment when the advertising effect factor was in the appropriate range. Accordingly, the inspirational management strategy and decision-making suggestions were put forward.

Key words： low-carbon supply chain targeted advertising investment decisions evolutionary game

Received: 04 March 2021

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X196

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	Articles by authors
	LI Chun-fa
	WANG Cong
	CAO Ying-ying
	HAO Lin-na

Cite this article:

LI Chun-fa,WANG Cong,CAO Ying-ying等. Low-carbon products, targeted advertising and evolution of supply chain marketing investment strategies[J]. CHINA ENVIRONMENTAL SCIENCECE, 2021, 41(10): 4951-4960.

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http://www.zghjkx.com.cn/EN/ OR http://www.zghjkx.com.cn/EN/Y2021/V41/I10/4951

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