中文摘要：

构建了考虑不确定需求和广告投入的闭环供应链博弈模型,在集中决策、分散决策和广告合作决策三种决策模式下,分别探讨了节点企业的订货、广告投入和回收决策,并通过数值方法考察了需求波动、广告效应和广告分担率对各决策变量、期望利润和渠道运作效率的影响。研究表明：①广告合作能大幅度提升闭环供应链的渠道运作效率,实现闭环供应链协调;②渠道运作效率与需求波动、广告效应负相关,而广告分担率与需求波动性、广告效应正相关;③订货量、广告投入量、回收率和节点企业的利润均与需求波动幅度负相关,与广告效应正相关;④各决策变量与广告分担率正相关,但节点企业和供应链利润并不总是随着广告分担率的增加而增加,当广告分担率超过一定限度时,供应链渠道运作效率将大幅下降。

英文摘要：

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.