Research on Promotion Strategy of Assembly Decoration in China Based on Evolutionary Game Theory

The development of assembly decoration can promote the transformation and upgrading of the decoration industry, and contribute to China’s response to environmental degradation, which is the new direction of the development of the decoration industry. Promoting the development of assembly decoration depends on the collaborative participation of stakeholders. By constructing an evolutionary game model among government, supplier, and consumer, this paper analyzes the evolutionary stability of each participant’s strategy choice, discusses the influence of each factor on the tripartite strategy choice, and further analyzes the stability of the equilibrium point in the tripartite game system. The results show that: 1) the additional utility of assembly decoration is an effective way to enhance consumers’ acceptance of green consumption and promote the government to make incentive strategies. 2) When consumers are willing to pay for the assembly decoration and increase the additional income of suppliers, it will not only promote the transformation of suppliers but also reverse stimulate the government to stimulate the development of the assembly industry. 3) when the government increases the subsidies to consumers, thus reducing the burden of consumers’ green consumption, it can increase consumers’ green consumption willingness, and then promote the development of the whole industry. Finally, MATLAB2019a is used for simulation analysis, and countermeasures and suggestions are put forward to promote the assembly decoration.