Game Theory Study on Distributors' Alliance to Gain Competitive Advantage in Marketing Channel

Using the Cournot Game Model, this paper has analyzed the motivation of the distributors' alliance to gain competitive advantage in marketing channel. At first, this paper separately analyzed the advantage of alliance in the situation of oneshort game and infinitely repeated game, then, based on the analysis of distributors' betrayal of the alliance under infinitely repeated game, the conditions to maintain the distributors alliance are put forward and discussed.

品牌构建中包装的价值探究

包装在从古至今的传承中其功能主要是保护商品,但是随着人类社会的发展其价值也在发生着重要的变化。从功用到美观再到商业价值的呈现,包装的价值越来越被人们所重视。在今天的品牌建设中包装已经成为其中重要的一个环节,包装也不再局限于对功能、美观、商业属性的追求,而包装的价值更多的是追求物、人、环境、社会全面达到和谐的境地,因此在今天的企业品牌建设中,包装设计既要考虑到其企业自身的价值需求,也要顾忌到包装所带来的的社会价值评判,为个人、企业、社会带来和谐的价值供应。