Abstract: In order to study the impact of different levels of consumers' green preferences and government subsidies on the supply chain members' marketing strategies, a marketing strategy selection model consisting only one manufacturer and one retailer is built, the theoretical analysis and numerical simulation are carried out by using evolutionary game theory and Matlab software respectively. The results show that only when consumers' green preferences and government subsidies reach a certain level they can effectively promote both the manufacturer and the retailer to adopt green marketing strategies; when consumers' green preferences or government subsidies are at a lower level, the retailer tends to share the benefit brought by the manufacturer's green marketing by means of free-riding; as the input costs required for the manufacturer and the retailer to adopt green marketing strategies rise, the level of consumers' green preferences required for both sides to adopt green marketing strategies will also rise. As the level of consumers' green preferences in the market rises, the government subsidies required for both sides to adopt green marketing strategies will decline.

Key words: supply chain, green marketing, green preference, government subsidies, evolutionary game