基于渠道道德的厂商与中间商博弈分析

Game Analysis Between Manufacturer and Broker Based on the Channel Morals

研究营销渠道中厂商与中间商的道德问题。根据道德性对双方收益的影响,首先建立了基于道德的中间商选择博弈模型;然后建立了厂商与中间商的道德性博弈模型,对均衡结果进行分析,找出影响双方道德性的因素;最后建立了基于长期合作的有限次重复博弈模型,认为长期合作是维持双方高道德水平的重要因素。

This article researches the morals problems between manufacturer and broker in the channel. At first this article constructs a game model of the choice of broker based on morals according to the morals impact on incomes of both sides. Then it constructs a morals game model between manufacturer and broker, analyzes the result of balance, finds out the factors influencing morals of both sides. Finally, constructs a finitely repeated game model based on long-term cooperation, believes that long-term cooperation is the important factor to maintain high morals of both sides.