企业营销网络上的价值增值博弈决策研究

Research on Value-added Game Decision-making on Enterprise Marketing Network

企业营销网络的形态已由链条式向网络化演变，然而，当前对企业营销网络的研究多针对单个营销渠道上下游成员之间的博弈行为研究．在分析企业营销网络中不同营销渠道之间的复杂竞合关系基础上，基于博弈论，构建企业营销网络价值增值均衡模型，研究企业营销网络中不同营销渠道之间的静态博弈决策和成本信息不对称下的博弈决策，并通过算例给出相关的经济解释，为企业营销网络管理提供科学依据．

The form of enterprise marketing network has evolved from chain to network. However, the current research on the enterprise marketing network focuses on the study of upstream and downstream members of a single marketing channel. Based on the analysis of complex competing relationship between different marketing channels in enterprise market- ing network, this paper constructs the enterprise network marketing value-added equilibrium model, and studies the static game decision and cost information asymmetry between dif- ferent marketing channels in the corporate marketing network. Game decision-making, and give relevant economic explanations through examples, provide scientific basis for enterprise marketing network management.