Research Of Advertising Investment Strategy Of Members In Supply Chain Based On The Game Theory

The main factors affecting the competitive advantage of enterprises in the market is changing with the development of economy. It has a very important significance for managers to obtain the maximum competitive advantage and grasp the application of resources with recognize the influence of major competitive factors. In order to get the maximum competitive advantage, Management is an important issue of enterprise for the members in supply chain. Supply chain management including supply chain marketing, is an interactive activity based on the key customer and fit customer needs as the starting point, to maximize the value in the process of cater needs with customers as the goal, which the main contents include the established good relations with customers, confronting with customers, providing personalized service, and realized the maximization of customer value. Advertising investment is an important measure to realize the supply chain marketing. Under this background, this paper focus on specific issues in the process of advertising investment in the supply chain:Firstly, On the basis of differential game theory, It combined with the behavior of the advertising competition and cooperation of member in the supply chain, research advertising investment behavior of a single manufacturer and a single retailer in supply chain, built a differential game model of cooperative and non-cooperative advertising situations. The advertising strategy of manufacturer and retailer in supply chain by use of differential game theory, and get the feedback equilibrium by Hamilton-Jacobi-Bellman equation, then the results of optimal control strategy of advertising companies in the supply chain was received. Analyzing the profit of enterprises in the supply chain and getting the related conclusion.Secondly, the development of low-carbon economy as the background, it using the evolutionary game theory and numerical simulation method, the literature review and the realistic background, From categories of manufacturer and advertising investment of retailer two dimensions in the supply chain, and discuss the influence of retailer of advertising investment level for manufacturer by establish evolutionary game model of two populations. The results show that the best strategy is the manufacturer chooses produce low carbon products and the retailer chooses the higher advertising investment when they have more profit than other situations. The manufacturer chooses produce general products and the retailer chooses the low level advertising investment is the best strategy when they have more profit than other situations.Finally, it discusses the decisions of advertising investment and products categories in the supply chain including the government by multi-population evolutionary game model. The research shows that the government strengthens supervision with the enterprises in the supply chain when it has more profits under the situation of advocating the low carbon environmental protection. The manufacturer tends to adopting produce low carbon products when the government formulates the punishment mechanism. The retailer adopting high level advertising investment when it gets more profits and the government gives the supervision decision.This paper systematically introduced the method of evolutionary game theory and differential game theory from biological science and differential game theory, developing the research content of supply chain coordination mechanism theory system, and extending advertising investment content in the supply chain under the background of low carbon, providing the policy for the supply chain theory effectively.