Abstract: By constructing the evolutionary game model of green technology innovation system composed of governments, enterprises and consumers, the evolutionary process of the influence of the participants' strategy choice on the equilibrium strategy of the system in different situations is analyzed, and an experimental demonstration is made by means of system dynamics experiment. It is found that,(1) Of all the possible equilibrium strategies in the evolutionary game system of green technological innovation, there are only three stable equilibrium strategies, namely, the strategies of local government, enterprises and consumers are (market regulation, non-green technological innovation, purchase traditional products), (market regulation, green technological innovation, purchase traditional products), (non-market regulation, green technological innovation purchase green products). (2) Brand benefits of enterprise green technology innovation and economic income of green product consumption of consumer are the main factors that influence the evolution of game evolution system to different stable equilibrium strategies. (3) Under the equilibrium state (1,1,1) and equilibrium state (1,0,0), the impact of green technology innovation system is more significant by promoting enterprises to adopt green technology innovation strategy and consumers to adopt green product consumer strategy. Under the equilibrium state (1,1,0), promoting consumers to adopt the strategy of purchasing green products has a more significant impact on the green technology innovation system, while improving the market regulation intensity and enterprises' green technology innovation willingness has a not significant impact. It provides a reference for further perfecting the green development theory, and also for constructing the market-oriented green technology innovation system.

Key words: market regulation, enterprise green technology innovation, green product demand, game theory