摘要
根据汽车营销渠道中合作效率不高、合作关系不稳固等问题,采用博弈论最新发展之演化博弈理论,分析了影响汽车渠道合作关系演变的关键因素,指出企业可以采取降低合作初始成本、合理分配合作超额利润、增强合作方对未来效益的重视依赖等手段,从而加强和优化汽车营销渠道的合作管理,这对于其他营销渠道企业合作优化同样适用。
In this paper, evolutionary game theory is applied to the analysis of the key factors in distribution channel of automobiles in order to explain the problems that may arise in the cooperation such as inefficient cooperation and insecure symbiosis. Certain solutions should be adopted to optimize cooperation management in distribution channel of automobiles. The solutions which are also applicable of the other distribution channels are reducing original costs, distributing cooperate margins reasonably and inspiring recognition on future benefits.
出处
《哈尔滨工业大学学报（社会科学版）》
2006年第2期124-127,共4页
Journal of Harbin Institute of Technology(Social Sciences Edition)
关键词
演化博弈
营销渠道
合作
evolutionary game theory
marketing channels
cooperation
