基于进化博弈理论的分销渠道合作分析研究

文章研究了由制造商和零售商组成的简单分销渠道,采用博弈最新发展的进化博弈理论,分析了制造商和零售商的决策问题。研究表明在完全理性下通过讨价还价来分配合作总利润,不会实现帕累托最优策略——合作,并且根据分配比例的不同范围可以得到不同的博弈类型;在有限理性下制造商和零售商通过长期反复博弈,学习和调整,渠道合作的可能性与超额利润成正比;当超额利润趋近无穷时,制造商和零售商完全合作。如果制造商（或零售商）合作,零售商（或制造商）不合作,制造商（或零售商）合作的损失越小,渠道关系趋近合作的可能性越大;渠道合作的可能性与各自的贴现因子成正比。

The Distribution Channel Analysis Study based on the Evolutionary Game Theory

In this paper,simple distribution channel was constituted of manufacture and retailer,channel game model were constructed.The evolutionary game of the latest development game was adopted,the decision-making of the manufacturers and retailers were studied.Research shows that allocation profits of the cooperation through bargaining under fully rational can not achieve Pareto optimal strategy-cooperation,and based on the ratio between the different areas can be a different type of game;Under the limited ration...