Analysis of Optimum Marketing Strategy with Game Theory (Case Study: Marketplace Indonesian

Anastasya Nabila Sari, Enny Aryanny
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引用次数: 1

Abstract

 The increasing number of pandemic cases in early 2021, has made online trading (marketplace) more widespread, making competition for marketplace companies getting tighter. Marketing strategy competition can be tested with a game theory approach. This study aims to determine the optimum marketing strategy in the marketplace so as to increase market share. From the data processing on the payoff matrix, there is no saddle point where the maximum value is not the same as the minimum value so that the pure strategy is not the optimum strategy. Furthermore, the data is processed using the POM-QM program to determine the value of the most optimum marketing strategy for each marketplace. Get games between marketplaces using a mixed strategy. In the Shopee and Tokopedia games, the optimal game value is 9%. In the second game, Shopee and Lazada, the optimal game value is 10%. In Shopee and Bukalapak games, the optimal game value is 8%. In the Shopee and Blibli games, the optimal game value is 16%. In the Tokopedia and Lazada games, the optimal game value is 10%. In the Tokopedia and Bukalapak games, the optimal game value is 9%. In the Tokopedia and Blibli games, the optimal game value is 9%. In the Lazada and Bukalapak games, the optimal game value is 11%. In the Lazada and Blibli games, the optimal game value is 13%. In the last game, Bukalapak and Blibli, the optimal game value was 14%.
基于博弈论的最优营销策略分析(以印尼市场为例
随着2021年初新冠肺炎新冠肺炎病例的增加,网上交易(市场)越来越普遍,市场公司的竞争也越来越激烈。市场营销策略竞争可以用博弈论的方法来测试。本研究旨在确定市场上最优的营销策略,以增加市场份额。从对收益矩阵的数据处理来看,不存在最大值与最小值不相同的鞍点,因此纯策略不是最优策略。此外,使用POM-QM程序对数据进行处理,以确定每个市场最优营销策略的价值。使用混合策略在不同市场间创造游戏。在Shopee和Tokopedia游戏中,最佳游戏值是9%。在第二款游戏Shopee和Lazada中,最优游戏值是10%。在Shopee和Bukalapak游戏中,最佳游戏值是8%。在Shopee和Blibli游戏中,最佳游戏值是16%。在Tokopedia和Lazada游戏中,最佳游戏值是10%。在Tokopedia和Bukalapak游戏中,最佳游戏值是9%。在Tokopedia和Blibli游戏中,最佳游戏值是9%。在Lazada和Bukalapak游戏中,最佳游戏值为11%。在Lazada和Blibli游戏中,最佳游戏值是13%。在上一款游戏《Bukalapak and Blibli》中,最优游戏值为14%。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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CiteScore
4.20
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