关系营销适用性的博弈分析——一个拓展的豪泰林(Hotelling)模型

Game Analysis on applicability of Relationship Marketing——An Expanded Model of Hotelling

在传统营销理论及实践效果备受质疑的今天 ,关系营销适用性问题已经成为学术界和实业界亟待关注并解决的课题了。本文从产业竞争的角度 ,应用博弈理论的相关知识 ,利用拓展豪泰林模型 ,对企业关系营销活动的开展在竞争市场下的适用性问题进行了深入、细致地分析 ,得出竞争市场均衡条件下的各种均衡条件的函数模型 。

Nowadays when conventional marketing theories and their practical results are fully questionable, the applicability of relationship marketing has become a topic demanding urgent concern and prompt solution. In perspective of industrial competition and with the game theory and the expanded hotelling model, this paper makes an in-depth and careful analysis on the applicability of relationship marketing activities under market competition. And thus it obtains the functional models of all kinds of equilibrium conditions under competitive market equilibrium, and accordingly reaching some conclusions and viewpoints on the issue concerned.