Abstract: Consumer identification refers to the ability of consumers to identify the quality of products or services they buy. In order to solve the problem that ignoring consumer identification ability will lead to inaccurate conclusions and misleading decision-makers' decisions, a mixed strategy game model between government, cold-chain product enterprises and consumers, which considers and which neglects consumer identification ability, is constructed by using complete information static game method. By analyzing Nash equilibrium solution and expected return, it is found that neglecting consumer identification ability will underestimate the expected return of government departments, and the expected return of enterprises and consumers is also inaccurate. Therefore, in practical problems, attention should be paid to consumers' ability to identify products.

Key words: cold chain, game analysis, consumer identification ability