Study Of Store Brand Advertisement Cooperative Mechanism Based On Evolutionary Game Theory

With the continuous improvement of the residents' consumption level in China,the retail industry is booming and the domestic of retail industry is beginning to take shape.The change of e-commerce to business ecosystem and the rapid expansion of foreign retail giant in China have caused the domestic retail enterprises to face double whammy.With the introduction of new retail concept,the development of retail industry has ushered in a new development opportunity.Domestic retail enterprises urgently need to improve their competitiveness to face the challenges and seize the opportunities.The development of store brand as an important means to enhance the competitiveness of retail enterprises has become a choice of more and more domestic retail enterprises.But due to lack of experience in the development of store brand retail enterprises in our country,and the introduction of the store brand can make the relationship between retailers and manufacturers by the partnership into a competition relationship,for a new challenge to retail supply chain management and coordination.Therefore,based on the store brand of the supply chain as the research object,by constructing a evolutionary game model of evolution research has its store brand advertising strategies of supply chain,to explore their store brand advertising cooperation mechanism of supply chain,to provide theoretical guidance and basis for the coordination of store brand supply chain.The main contents of this study are as follows:Firstly,in the introduction part has discussed about the research background and significance of this article,at the same time,combed the domestic and foreign research related to store brand of the supply chain and the are summarized,aiming at the shortcomings of the existing research,the research content of this article are put forward.Then,in the relevant theoretical part,the concept and theory of store brand and evolutionary game are discussed,which provides theoretical guidance for the study of the latter.Secondly,in this paper,by building their store brands advertising strategy of supply chain evolutionary game model,considering the retailers and manufacturers and advertising costs and benefits of their own burden,having studied the choice of advertising strategy for the supply chain.and supply chain is studied through the analysis of evolutionary game results and influencing factors,found the key to restrict store brand advertising cooperation of supply chain issues.Then,in the view of store brand advertising cooperation of supply chain,we constructed the evolutionary game model of store brand advertising strategy of store brand supply chain,.Through the analysis of the evolutionary game result,this paper has got the advertising cooperation mechanism to achieve cooperation conditions.Finally,through matlab system simulation model,we simulated the advertising cooperative mechanism of advertising strategy of store brand supply chain and verified the effectiveness of the above analysis and the advertising cooperation mechanism.Advertising strategy recommendations for retailers and manufacturers are given separately.