企业营销腐败的治理对策分析:基于博弈论的视角

Analysis of Countermeasures for Handling Enterprise Marketing Corruption Based on Game Theory

随着企业营销腐败的蔓延,其对社会经济秩序造成了巨大的破坏作用。从经济学视角分析,企业营销腐败的产生与委托代理关系的存在和社会资源的稀缺性密不可分。从博弈论的视角,通过制度设计的创新,使腐败参与者的囚徒博弈进入混合战略博弈,从而提高预防企业营销腐败的可能性。

The spreading of enterprise marketing corruption has brought great destructive effect to social economic order. According to the economics, it is clear that the emergence of enterprise marketing corruption is closely connected with the existence of principal-agent relation and the scarcity of social resources. From the perspective of game theory, it revealed that, through the innovation of institutional design, and combination of prisoner＇s games of corruption participants with the mixed strategy games, the prevention of enterprise marketing corruption was more likely to be realized.