制造商角度下营销渠道结构选择的博弈分析

营销渠道结构的选择是制造商在产品营销过程中的重要环节。随着Internet及电子商务的发展,营销渠道在传统结构的基础上发生了显著的变化。本文从制造商的角度出发,建立了渠道结构选择中制造商与中间商的博弈模型,得出影响制造商渠道结构选择的关键要素,并在此基础上提出制造商在渠道选择中应采取的相应策略。

The choice of marketing channel structure is an important link within process of the product marketing.Along with the development of the Internet and the electronic commerce,traditional marketing channel structure has taken place of lots of changes.This text sets out from the angle of manufactory,building up channel structure model of game theory for manufactories and center companies,getting to the key factors which influence the choice of channel structure,and put forward correspond stategies for manufactories choosing the channel structure on this foundation.