低碳产品、定向广告与供应链营销投资策略演化

在对定向广告影响低碳产品制造商、零售商的供应链营销投资策略及其竞争关系分析基本上，建立制造商主导的Stackelberg博弈模型，给出制造商、零售商不同投资策略组合下的支付矩阵，构建以促进低碳产品销售为目标的演化博弈模型，根据产品低碳度、差异化低碳产品，分析不同低碳产品供应链定向广告投资策略演化路径及稳定性，并利用Netlogo进行博弈双方策略演化仿真，揭示消费者低碳偏好度、广告效应因子、价格敏感系数对策略演化路径的影响规律.研究发现，在制造商、零售商有限理性下，成本共担契约不能促成双方定向广告投资合作；产品低碳度不同，低碳供应链演化均衡策略存在差异；与制造商相比，零售商投资定向广告可催生更大市场需求，更有利于低碳产品的普及和推广；对低碳度较高产品，消费者低碳偏好度、价格敏感系数与零售商投资意愿正相关，广告效应因子对零售商投资意愿的影响存在峰值，当广告效应因子在合适范围内时，零售商投资意愿最大.据此，提出了相应的管理启示和决策建议.

Low-carbon products,targeted advertising and evolution of supply chain marketing investment strategies

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.