博弈理论在协同营销中的应用初探

The Application of Game Theory in Coupling Marketing

应用博弈论的相关模型分析了制造商和销售商在不同市场结构情况下的博弈行为,共探讨了三种营销模式,其中两种是非合作营销,一种是合作营销。重点研究了两者在协同情况下的博弈行为,找出了对于制造商和销售商来说都是最优的可接受帕累托(Pareto)有效方案。

Applying game theory, this paper analyzes the interactions between manufactures and retailers in the situation of different market structures.Three models are presented. Two of them are non-cooperative marketing and the other one is cooperative. Emphasis is put on the interactions under conditions of cooperation. It is concluded that Pareto model is optimal and accepted for manufactures and retailers.