五羊-本田市场营销策略的博弈分析及启示

The Game Theory Analysis and Revel Wuyang-honda Marketing Strategy

针对五羊-本田市场营销策略的现状:高品质、高成本、高价格、低利润、市场萎缩,以价格作为切入点,用博弈论中不完全信息静态博弈、不完全信息动态博弈的方法浅析其营销策略的有效性,并得出五羊-本田市场营销策略不妥的结论及对企业在制定营销策略中的启示。

Using price as its cut-in point, this thesis aims at the present situation of Wuyang-Honda marketing strategy which is summed up as high quality, high cost, high price, low profit and atrophic market. The writer analyses the validity of this marketing strategy with Game Theory, especially with Bayesian-Nash Equilibrium and Perfect Bayesian Nash Equilibrium and finally proves that serious fault can be found in Wuyang-Honda marketing strategy. In addition to this, the writer also points out the revelation that enterprises can get from this case.