Abstract: The influence of consumer's green preference is increasingly prominent,and the reasonable and effective introduction of Big Data Targeted Advertising (BDTA) has become a new problem for mobile phone manufacturers and retailers to choose green marketing strategies.In view of the effect of BDTA considering consumer's green preference and its influence on the green marketing strategies of mobile phone manufacturers and retailers,an evolutionary game model of manufacturers' and retailers' green marketing strategies involving BDTA was constructed,and the influence of consumer's green preference and BDTA introduction on the green marketing strategies of manufacturers and retailers was revealed.A multi-agent simulation model was built on Netlogo platform to test the effectiveness.By designing scenario control experiments,the impact of BDTA on the marketing strategy of both sides was analyzed.The result showed that:①the expected revenue of green marketing of manufacturers and retailers was increased by introducing the BDTA with consideration of the consumers' green preference;②the evolutionary equilibrium of manufacturers' and retailers' green marketing strategies was affected by consumer's green preference and BDTA input intensity;③if consumer's green preference was higher than a certain threshold,the manufacturers' BDTA cost allocation coefficient increased,green marketing was the evolutionary stable strategy of manufacturers and retailers;if consumer's green preference was lower than a certain threshold,the manufacturers' BDTA cost allocation coefficient increased,non green marketing was the evolutionary stable strategy of manufacturers and retailers;④considering consumer's green preference,if the improvement coefficient of sales inventory cost and the attenuation coefficient of known information consumers decreased,green marketing was the evolutionary stable strategy of manufacturers and retailers.

Key words: green preference, green marketing, big data targeted advertising, evolutionary game, Agent simulation

摘要： 消费者绿色偏好影响日益凸显、大数据定向广告(BDTA)合理有效的引入成为手机制造商、零售商绿色营销策略决择面临的新问题。针对考虑消费者绿色偏好的BDTA作用及其对手机制造商、零售商绿色营销策略的影响,建立涉及BDTA的手机制造商、零售商绿色营销策略演化博弈模型,揭示消费者绿色偏好、BDTA引入对手机制造商、零售商绿色营销策略的影响规律,并构建相应的多Agent仿真模型,利用Netlogo平台进行有效性检验,并进一步设计情景对照试验,分析BDTA引入对博弈双方营销策略的影响。研究发现:①考虑消费者绿色偏好,引入BDTA,制造商、零售商绿色营销期望收益增加,且双方绿色营销动力增强;②消费者绿色偏好度、BDTA投入强度影响制造商、零售商绿色营销策略演化均衡状态。③当消费者绿色偏好度高于某阀值,制造商BDTA成本分摊系数提高,绿色营销是制造商、零售商的演化稳定策略;当消费者绿色偏好度低于某阀值,制造商BDTA成本分摊系数提高,非绿色营销是制造商、零售商的演化稳定策略。④考虑消费者绿色偏好,当库存销售成本改善系数、已知信息消费者衰减系数下降,绿色营销是制造商、零售商的演化稳定策略。

关键词: 绿色偏好, 绿色营销, 大数据定向广告, 演化博弈, Agent仿真