基于博弈论的营销渠道横向冲突及对策探讨

2008 International Seminar on Future Information Technology and Management Engineering Pub Date : 2008-11-20 DOI:10.1109/FITME.2008.41

Longwen Zhao, Y. Long

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引用次数: 1

摘要

针对营销渠道的横向冲突，本文运用博弈论研究了渠道成员冲突的主要触发因素。主要触发因素包括收入机制、成本机制、激励机制和惩罚机制。研究模型为囚徒困境和均衡解。通过分析货物转运现象产生的原因，提出了控制措施和解决办法。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Marketing Channel Horizontal Conflicts and Countermeasures Discussion Based on Game Theory

For horizontal conflict of marketing channel, this paper has studied the main triggers of channel memberspsila conflict by game theory. The main triggers include the revenue, cost, incentive and punitive mechanisms. The research model is ldquoPrisoner's Dilemmardquo and ldquoNASH Equilibrium Solutionrdquo. Through analyzing the causes of transshipment phenomenon, this paper gave some control measures and solutions.

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来源期刊

2008 International Seminar on Future Information Technology and Management Engineering

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