中文摘要：

构建了一个考虑广告影响的闭环供应链博弈模型。首先在集中决策和分散决策两种决策模式下，分别探讨了闭环供应链的定价、广告投入和回收率决策，并分析了广告效应和消费者价格敏感度对节点企业各决策变量和利润的影响。其次，考察了广告合作和特许经营契约对闭环供应链的协调作用。主要结论为：废旧品回收率、广告投入量、零售价等决策变量，以及制造商和零售商的利润均与广告效应正相关，与价格敏感度负相关。广告合作无法协调考虑了价格因素的闭环供应链．而特许经营契约则可以实现闭环供应链的良好协调。

英文摘要：

The closed-loop supply chain（CLSC） model with advertising effect is studied. The centrally coordinated model and decentralized model are analyzed by using game theory. The pricing, advertising investment and return rate are studied, and the impact of advertising effect and price sensitivity on the decision variable and profit of the CLSC system are analyzed, and the effect of advertising cooperation and franchiser contract on coordination of CLSC is studied. The results show that, all decision variables and profit of the node enterprise are positively correlated to advertising effect, and negatively correlated to price sensitivity, the advertising cooperation can＇t coordinate the CLSC, on the contrast, the franchiser contract can make the CLSC coordinate very well.