基于进化博弈的制造型企业品牌战略影响因素分析

企业品牌战略的实施不仅是一个复杂的系统工程,而且是一个高风险与高回报并存的不确定性过程。据此,为了更好地研究相关利益群体在制造型企业品牌战略实施过程中利益的形成机制,帮助制造型企业寻求品牌战略实施的均衡点,同时考虑到制造型企业是品牌战略实施的主体,政府是企业品牌战略实施的主导,本文采用了学习进度较慢成员组成的大群体随机反复博弈,对包括制造型企业之间对称博弈、政府与制造型企业之间非对称博弈的"复制动态"机制进行了模拟,以此来探讨制造型企业品牌战略实施的主要影响因素,并在此基础上提出促进制造型企业品牌战略实施的对策与建议。

The implementation of enterprises＇ brand strategy is not only a complex systematic engineering, but also an uncertain pro- cess that high risk coexists with high reward. Accordingly, in order to gain a better understanding of the interest formation mechanism among stakeholders in the process of the implementation of manufacturing enterprises＇ brand strategy, assist manufacturing enterprises in seeking the implementation equilibrium of brand strategy, and at the same time, considering that the manufacturing enterprises are the main implementers of brand strategy and the government is the leader in the im- plementation of enterprises＇ brand strategy, through repeated games of large groups randomly matched by those whose learning process is slower, the paper aims to simulate the replication dynamic mechanism including symmetric game among manufacturing enterprises and asymmetric game between manufacturing enterprises and government, explores and discusses the main factors influencing the implementation of enterprises＇ brand strategy, based on which, it puts forward some countermeasures and suggestions to promote the implementation of enterprises＇ brand strategy.