Research on Demand Forecasting Information Sharing Strategy of Closed-Loop Supply Chain considering Advertising Effect

Based on the uncertain market demand, this paper studies sharing strategy of each main body closed-loop supply chain for demand prediction information and introduces variable advertising effect into model. Firstly, constructs a manufacturer-led Stackelberg game model based two-level chain. Secondly, manufacturer mode retailer are set up, influence is discussed in mode. Finally, conclusion proposition verified by example analysis. The results show that terms advertising, manufacturers prefer retailers to undertake, retailers’ willingness related sharing. In order achieve “win-win” situation information, certain conditions should be met. helpful increase product retail price, investment level, profits also promote recycling activities. However, impact wholesale price will vary with different subjects.