绿色营销中消费者选择的博弈

绿色营销是一种新的营销理念和营销模式 ,其成功实施取决于消费者的选择。本文讨论了绿色消费实质上是消费者“本我”与“超我”之间的博弈、当代人与后代人之间的博弈 ;并提出绿色营销的有效实施取决于消费者之间的博弈 ;进而探讨了目前绿色营销实施过程中面临着真实绿色消费和虚假绿色消费之间的博弈 ,在此基础上 ,提出改进措施。     

绿色营销的博弈分析

绿色营销是21世纪企业提升可持续竞争力、获得可持续发展的有效途径。绿色营销的实施是企业、消费者和政府三方博弈的过程,本文运用博弈理论对绿色营销过程中相关的博弈进行了分析。     

苍山县农产品的绿色营销

随着绿色农产品的需求量大大的增加,开发绿色农产品,实现农产品绿色营销已经成为国际性发展的大趋势。山东省苍山县是我国重要的农产品生产基地,农产品的生产和销售已经形成规模,农产品的绿色营销,已成为可持续发展的生态农业的必由之路。本文主要分析农产品绿色营销的市场环境下,苍山县的农产品绿色营销的措施。     

绿色营销博弈观

文章在阐明绿色营销内涵的基础上 ,探讨了绿色营销活动四个博弈主体各自不同的参与目的 ,深入研究了四个博弈主体相互间的博弈关系。指出政府、生产企业、中间商利益团体和消费者应结成利益共同体 ,积极介入绿色营销活动之中。     

基于绿色营销视角的中国农产品国际竞争力提升方略研究

现阶段,中国农产品国际市场绿色营销中仍然存在国内外“绿色消费”需求悬殊、国内绿色农产品供给不足、农产品国际质量竞争力差、农产品国际营销能力低、农产品国际贸易壁垒严重等问题,因此必须加快实施农产品绿色营销策略以提升中国农产品的国际竞争力,包括树立全民绿色营销观念、培育壮大农业龙头企业、构建绿色农产品技术标准体系、实施农产品绿色营销组合策略。     

饭店绿色营销博弈观

文章运用博弈论对饭店绿色营销中各个博弈主体的相互关系进行了深入分析,指出饭店绿色营销的实施是饭店、宾客、政府三方博弈的结果。     

我国农产品实施绿色营销的思路

本文提出我国农产品实施绿色营销是重要的战略选择，分析了实施农产品绿色营销的体系，并提出实施绿色营销战略的基本思路。     

基于博弈思想的绿色营销实现条件分析

环境变量的加入是绿色营销与传统营销的主要区别。在绿色营销的实现过程中,应以企业为主导。"环境变量"的外部性、个体理性与集体理性的冲突,限制了企业开展绿色营销的动力。新的博弈方竞争者的加入和绿色营销有利可图是绿色营销的实现条件。     

绿色农产品产业生态补偿主体的博弈分析

评述对我国绿色农产品产业实施生态补偿的必要性,建立博弈模型,分析绿色农产品供需过程中政府、生产方、消费者的相互关系和博弈行为,得到实现纯战略和混合战略纳什均衡的条件,认为现阶段实行政府主导的生态补偿机制是稳定绿色农产品市场供需关系的重要手段。根据分析结论给出相关政策建议。     

关于农产品绿色营销策略的探讨

随着世界范围内的环境污染日益严重,自然资源的逐渐短缺以及人类对于身体健康的更加关注,绿色营销应运而生。我国作为一个农业生产和出口大国,农产品实施绿色营销战略意义重大。本文运用绿色营销学的基本理论和方法,研究了中国农业实施绿色营销的必要性,认为它既是中国农业可持续发展的必然要求,又是突破绿色贸易壁垒的重要手段,同时也顺应绿色消费的世界潮流。然后给出了现阶段我国农产品实施绿色营销的基本对策和建议,提出应大力推进农业产业化进程,加快完善农产品技术标准体系,积极倡导绿色消费观念以及实施绿色营销组合策略等。     

论“农户-龙头企业”的农产品渠道关系稳定性——基于演化博弈视角的分析

研究发现，基于“农户-龙头企业”的农产品渠道关系演化结果将受到合作创造的额外收益、为合作而付出的合作成本、合作收益与合作成本的比值、农户与龙头企业之间的相对收益与相对成本比值以及农户与龙头企业各自的贴现因子等因素的影响。提高渠道合作收益、降低合作成本、建立公平的利益分配机制和利益补偿机制、建立良好的信任机制。将有助于渠道关系的稳定。     

Do farmers get a greater return from selling their agricultural products through e-commerce?

E-commerce allows farmers to cut out intermediaries and sell agricultural products to consumers directly. This raises the question of whether farmers get a greater return when they use e-commerce to sell their products than when they use conventional marketing channels (i.e., intermediaries). To answer this question, we collected rural household data on sales of agricultural products from Zhejiang and Shandong provinces, in which we selected pairs of villages where e-commerce was advanced and villages where e-commerce was less advanced and households in each village that used or did not use e-commerce. We employed a fixed effects model to investigate the impacts of e-commerce on the selling prices and marketing costs of agricultural products. The model results revealed that compared with the conventional marketing channel through intermediaries, the marketing costs through the e-commerce channel significantly increased, but the selling price increases much more, which results in increases in gross returns for farmers. The increases in selling prices and marketing costs using e-commerce varied among agricultural products and between different qualities of the same product. It has important policy implications for improving farmers’ incomes and agricultural marketing channels in developing countries.     

新产品预告中的反垄断问题

在传统的营销学研究中,预告往往被当作一种营销手段,配合新产品的推出和市场推广。随着信息技术的飞速发展,新产品预告作为信号传递方式,逐渐成为企业遏制市场进入或鼓励合作的一种竞争策略。通过梳理博弈论框架下把新产品预告作为竞争策略的相关研究,着重介绍“雾件”竞争的福利效应及其对反垄断的意义与启示。     

Is lottery demand elasticity a reliable marketing tool? Evidence from a game innovation in greece

Demand for lotteries and especially lotto has been extensively studied in an international context, an important question being whether lottery providers correctly price their product. In Greece a lotto game has been offered since 1990 whereas a new version was introduced seven years later with a clearly more skewed payoff. The objective of this paper is to analyze whether demand estimates from the original game help explain the subsequent innovation and to assess, in that sense, the reliability of demand estimates as a marketing tool. (JEL: D12, L83)     

Strategies of biotechnology companies

To identfy the R&D and marketing strategies adopted by by biotechnology firms in the UK, a survey was conducted spanning a range of biotechnology firm size, product, organizational arrangemens. and prior experiences with advanced technology. This was done using a comprehensive questionnaire similar to that used in a comparable investigation in the USA. Twenty-three firms active principally engaged in speciality chemicals human diagnostics and agricultural products.The information from the questionnaires was used to analyse the company strategies under three man headings. These were technology acquisitation,marketing and R&D. Companies were charecterized into three clusters within each of these headings. The means of appropriation for different strategies were then examined although the significance of the results was undermined by the small size. Finally, the relationship between R&D and marketing strategies within the same firms was investigated.     

产需双重不确定情形下绿色农产品供应链的协调研究

为解决产需不确定性给绿色农产品供应链运营带来的复杂影响,寻求绿色农产品生产商和销售商面对产需双重不确定情形下各自的最优决策,研究从农产品产出和市场需求双重不确定性视角出发,结合目前消费者对绿色农产品的需求偏好,构建由生产商和销售商组成的Stackelberg博弈模型,探究收益共享契约能否有效协调产需都不确定的绿色农产品供应链。研究结果表明:分散决策时的批发价契约无法协调此供应链。引入收益共享契约后,在合适的共享系数范围内,生产商的农资投入量会增加,农产品的绿色度会比分散决策时高,同时销售商的销售价格降低;当农产品订购量变大后,引入契约后的生产商和销售商各自的利润相较于分散决策时更高。     

Strategies of biotechnology companies

To identfy the R&D and marketing strategies adopted by by biotechnology firms in the UK, a survey was conducted spanning a range of biotechnology firm size, product, organizational arrangemens. and prior experiences with advanced technology. This was done using a comprehensive questionnaire similar to that used in a comparable investigation in the USA. Twenty-three firms active principally engaged in speciality chemicals human diagnostics and agricultural products.The information from the questionnaires was used to analyse the company strategies under three man headings. These were technology acquisitation,marketing and R&D. Companies were charecterized into three clusters within each of these headings. The means of appropriation for different strategies were then examined although the significance of the results was undermined by the small size. Finally, the relationship between R&D and marketing strategies within the same firms was investigated.     

窜货的成因及其对策研究:基于博弈论的视角

在我国企业的分销渠道建设中往往会遇到窜货现象。它是现代市场营销中经常遇到的一种行为，这种行为对渠道成员和产品制造商的伤害极大。对窜货现象进行剖析后，我们可以看出，产生窜货的原因多种多样。很多学者都对窜货现象的形成原因作了分析并撰写了文章。他们对窜货的形成原因进行分析时大多是从产品、价格、分销和促销这四个方面进行分析的。本文在对窜货的形成原因进行分析时应用博弈理论对窜货现象进行了分析并在分析的基础上提出了如何预防和避免窜货现象的对策。     

An evolutionary stable strategy for retailers selling complementary goods subject to indirect network externalities

A two-population evolutionary game model is constructed for retailers and used to investigate the effect of indirect network externalities (INEs) and product complementarity on the strategic choice of marketing objective of the retailers. The results show that their strategic choice of marketing objective is correlated with market reservation price (MRP) when the strength of the INE is low. When the MRP is low, the retailers tend to adopt a strategy of profit maximization. As MRP increases, low-cost retailers adopt a strategy of revenue maximization instead of profit maximization to maximize revenue at an earlier stage than high-cost retailers. However, when the strength of the INE is high, retailers only choose a strategy of revenue maximization as their marketing objective. The probability that a retailer uses a revenue maximization strategy increases as the strength of the INE grows, and product complementarity increases, when there is an equilibrium between two pure marketing objective strategies. An optimal preference ratio for retailers may exist when the strength of INE is found to be not large enough. Numerical examples reveal that the degree of preference of retailers to maximize profit is shown to be negatively correlated with both INE and product complementarity. On the other hand, their profits are positively correlated with both of these factors.     

关系营销理论的博弈诠释

关系营销的4Rs理论认为关系营销是由交易双方在重复博弈的过程中都获得了预期收益，使企业与顾客保持长期、友好依存关系的活动过程。本文运用两阶段博弈模型和重复博弈模型对关系营销的过程进行了分析，提出了企业实施关系营销的有效措施。