三方博弈情景下品牌真实性的提升策略研究

Research on Promotion Strategy of Brand Authenticity in Tripartite Game Situation

为了研究品牌真实性的提升,通过构建政府、企业、消费者的三方博弈模型,分析提升品牌真实性的过程中博弈主体各方的变量影响关系、策略选择,并用Matlab模拟仿真三方博弈行为的相互演化过程。研究发现,在监督、惩罚、品牌价值提升等因素的作用下,当公众参与水平较高且达到一定水平时,会推动政府及企业积极实施品牌真实性策略,博弈主体三方的策略选择在演化过程中彼此相互影响。

In order to study the promotion of brand authenticity, this paper builds a tripartite game model of government, enterprise and consumer, analyses the variable influence relationship and the strategy choice of the players in the process of enhancing brand authenticity, and simulates the mutual evolution process of tripartite game behavior with Matlab. The study has found that under the influence of supervision, punishment, brand value promotion and other factors, when the level of public participation is high and reaches a certain level, it will promote the government and enterprises to actively implement brand authenticity strategy, the strategic choices of the three game players interact with each other in the process of evolution.