从博弈论视角剖析王老吉与加多宝的凉茶大战

An Analysis of the Battle of Herbal Tea Between Wong Lo Kat and JDB from the Perspective of Game Theory

近期,王老吉与加多宝的凉茶大战愈演愈烈。研究从博弈论视角出发,旨在通过分析双方争斗的起因,广告大战对双方造成的"囚徒困境"的影响,一方降价策略的可信性以及中小凉茶企业抓住"智猪博弈"的有利时机实现自身发展等,为博弈双方寻求解决问题的道路,并提出政策性建议。

Recently the battle of herbal tea between Wong Lo Kat and JDB intensifies. This research,from the perspective of game theory,aims to analyze the causes of the battle,the effect caused by the＂Prisoner＇s Dilemma＂on both sides of the advertising battle,the credibility of unilateral price reduction strategy,as well as how small and medium herbal tea enterprises seize ＂Clever Pig Game＂favorable opportunity to achieve their own development.