| 基于物流网络的企业品牌营销发展模式研究 |
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| 引用本文： | 李民,欧阳波.基于物流网络的企业品牌营销发展模式研究[J].商业研究,2011(7):185-189. |
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| 作者姓名： | 李民 欧阳波 |
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| 作者单位： | 吉首大学,湖南吉首,416000 |
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| 基金项目： | 湖南省研究生科研创新项目,项目编号:CX2010B395; 吉首大学校级科研项目,项目编号:10JDY021 |
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| 摘 要： | 本文试图在物流网络视角下构建企业品牌营销发展模式,通过建立一个多主体博弈模型,描述企业、政府、消费者三方主体的行为激励,以及求解最佳行为均衡策略,提出企业品牌营销发展模式中各经济主体应采取哪些有效措施,以促进由企业为主导的微观经济主体结合物流网络发展品牌营销,实现企业、政府、消费者三方共赢。
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| 关 键 词： | 物流网络 品牌营销 发展模式 |
The Development Model of Brand Marketing Based on Logistics Network |
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| LI Min,OUYANG Bo.The Development Model of Brand Marketing Based on Logistics Network[J].Commercial Research,2011(7):185-189. |
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| Authors: | LI Min OUYANG Bo |
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| Institution: | LI Min,OUYANG Bo(Jishou University,Jishou 416000,China) |
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| Abstract: | On the basis of logistics network and brand marketing,this paper tried to build a multi-agent game model to describe the behavior incentive of business,government and consumer.In order to achieve tripartite profit,we were intended to find the best practices of equilibrium strategies and suggest the effective measures that economic agents should take to develope brand marketing which is composed of enterprise-led,micro-economic and logistics network. |
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| Keywords: | logistics network brand marketing development model |
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