Research On Product Pricing And Green Advertising Decision-making Considering Inter-chain Game

Under the background of economic globalization,the rapid development of information technology and the individuation of customer demand make it difficult for a single enterprise to cope with the increasingly complex market competition.The traditional competition mode between enterprises is unsustainable,and it is replaced by the competition between supply chains.In order to achieve cooperative competition and win-win situation,supply chain enterprises must adopt effective strategies to achieve sustainable competitive advantage.Among them,establishing the brand image of enterprises through advertising has become one of the choices for many enterprises to improve their competitiveness.In recent years,with the further development of green environment protection and sustainable development,the good social image created by green production enhances the sustainable competitive advantage of enterprises.Green products and green advertisements are highly praised by many enterprises.In the chain-to-chain competition,does green product supply chain enterprise adopt a decentralized decision-making mode or a centralized decision-making mode? And how can green product supply chain enterprises under different power structures set the price of green products and decide the investment of green advertising to achieve equilibrium? These questions are worth discussing deeply.Therefore,in the context of chain-to-chain competition,it is of great theoretical and practical significance to study green products or green advertising.Considering the influence of inter-chain power structure,this paper constructs Stackelberg game model and Nash game model between a green product supply chain and a ordinary product supply chain based on supply chain management theory and game theory.The game equilibrium solutions of the two models under decentralized and centralized decision-making modes of supply chains are obtained respectively.The influence of green advertising cost coefficient,price elasticity coefficient and green advertising sensitivity coefficient on green product pricing and decision-making of green advertising investment is analyzed by numerical analyses,and the results of two models are compared.The main results are as follows:(1)In the chain-to-chain competition of supply chains,different inter-chain power structure will have a significant impact on the decision-making of green advertising investment in the supply chain of green products,but will not have a significant impact on the pricing decision-making of green products;(2)Nash game strategy is superior to Stackelberg game strategy in improving supply chain profits,creating consumer surplus and promoting green environmental protection concept;(3)The centralized decision-making mode is superior to the decentralized decision-making mode in improving the profit of supply chain,creating consumer surplus and promoting the concept of green environmental protection;(4)The existence of competitive supply chain can enhance the positive impact of green advertising on the supply chain of green products,while weakening the negative impact of green advertising.