制造商与超级终端之间的博弈联盟

The Strategic Game and Alliance between Manufacturers and Super Retailers

超级终端的迅速发展引发了激烈的厂家与商家矛盾 ,如果双方都想通过控制战略来使自身利益最大化 ,必然造成两败俱伤的局面 ,建立以双赢甚至三赢 (制造商、超级终端和消费者都获得相应利益 )为目标的战略联盟才是厂家与商家的明智选择。

The rapid development of the super retailers has brought on the drastic confliction between themselves and manufacturers. If both of them want to maximize their respective profits by adopting the control strategy, it will inevitably lead to the internecine complexion. Hence, it is a wise choice for either manufacturers or super retailers to establish the strategic alliance based on the expectancy of “win - win” or even “three-win ”.