Research on Green Advertising Decision in Fashion Leasing-selling Supply Chain
The sharing economy is driving many fashion goods manufacturers to enter the rental market and provide rental services. Green advertising can attract consumers who support low-carbon emissions reduction by emphasizing the environment friendliness of products or services. Considering a fashion goods mixed leasing and retail channel consisting of a fashion goods manufacturer and a leasing platform, this paper studies the fashion goods leasing and selling pricing decision and advertising decision through a game theory model. According to the cooperation between the manufacturer and the platform, as well as green advertising placement, there are four strategies: both don't advertising (NN strategy), only manufacturer advertising (YN strategy), only platform advertising (NY strategy), and both advertising (YY strategy). It is found that the manufacturer will definitely choose to cooperate with platforms, while the cooperation strategy is mainly determined by the green advertising efficiency. Both the manufacturer and the platform tend to the YY strategy when the green advertising efficiency is low, and tend to the NN strategy when the green advertising efficiency is high. The profits of the manufacturer and the platform are negatively correlated with production costs and positively correlated with residual values. Besides, regardless of green advertising placement strategies, the sales price set by the manufacturer remains unchanged.
mixed leasing and retail channelsgreen advertisingStackelberg gameproduct pricing
万方数据
维普
