关键词: 不确定需求, 广告, 供应链, 博弈模型

Abstract: The Closed-Loop Supply Chain(CLSC) model considering advertising and uncertain demand was constructed. The ordering, advertising and return rate decision of node enterprises were discussed respectively under centralized decision model, decentralized decision model and advertisement cooperation model. The impact of demand fluctuation, advertising effect and advertising cost sharing on the decision variables, expected profit and channel operation efficiency of CLSC system were investigated by using numerical methods. The research indecated that：1) the advertisement cooperation improved the channel operation efficiency remarkably and realized coordination of the CLSC; 2) the channel operation efficiency was negatively correlated with demand fluctuation and advertising effect, but the advertising cost sharing was positively correlated with demand fluctuation and advertising effect; 3) ordering quantity, advertising investment, return rate of junk and enterprise profit was negatively correlated with demand fluctuation, positively correlated to advertising effect; 4) all decision variables were positively correlated to advertising cost sharing, however, the node enterprises and profit of CLSC was not always increase with the advertising cost sharing rise, when advertising cost sharing went beyond a certain limit, the channel operation efficiency decreased sharply.

Key words: uncertain demand, advertising, supply chains, game model