营销能力影响下企业创新模式选择的博弈分析

Marketing Capacity’s Impact on the Choice of Innovations in Game Analysis

企业在自身资源与能力基础上选择合理的创新模式关系到企业的稳定发展。通过构建演化博弈模型,探讨营销能力对企业创新模式选择的影响。在企业不同创新模式选择的基础上,利用演化博弈理论分析模型均衡结果,得出如下结论:营销能力对于突破性创新收益的促进作用比渐进性创新更为显著;随着营销能力增强,企业选择突破性创新的可能性也随之提高。

The choice of a reasonable innovation on the basis of its own resources and capability is related to the stable development of the enterprise.By constructing an evolutionary game model,the paper explores the impact of marketing capacity on the choice of innovations.On the basis of the choice of different innovations,the equilibrium of the model is analyzed through evolutionary game theory.The results show that marketing capacity plays a more prominent role in promoting radical innovation than incremental innovation,and as marketing capacity enhances,the enterprise is more likely to choose radical innovation.