| 基于博弈论的企业品牌战略决策分析 |
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| 引用本文： | 傅毓维,郑佳.基于博弈论的企业品牌战略决策分析[J].经济经纬,2006(2):104-106. |
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| 作者姓名： | 傅毓维 郑佳 |
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| 作者单位： | 哈尔滨工程大学,经济管理学院,黑龙江,哈尔滨,150001 |
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| 摘 要： | 博弈思维的全面导入,为企业品牌战略决策提供了重要的理论依据。由“非合作性博弈”向“合作性博弈”转换是当今国际市场主流发展趋势,市场主导企业与非主导企业结成品牌合作联盟,实施品牌合作战略,可以有效抵制外来企业的入侵,达到“双赢”的目的。
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| 关 键 词： | 品牌战略 博弈论 合作博弈 |
| 文章编号： | 1006-1096（2006）02-0104-03 |
| 收稿时间： | 2005-12-20 |
| 修稿时间： | 2005年12月20 |
Analysis of Enterprises' Brand Strategy Decision-making Based on Game Theory |
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| FU Yu-wei,ZHENG Jia.Analysis of Enterprises'''' Brand Strategy Decision-making Based on Game Theory[J].Economic Survey,2006(2):104-106. |
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| Authors: | FU Yu-wei ZHENG Jia |
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| Institution: | School of Economics and Management, Harbin Engineering University, Harbin 150001, China |
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| Abstract: | Facing the changeable market demand and the intense competitive environment, this paper elaborates the significance and purpose of enterprises' brand strategy decision-making, and then using the game theory to analyze the enterprises' brand strategy decision-making, it proposes that enterprises should choose suitable brand strategy according to their own strength and status in the market. |
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| Keywords: | brand strategy game theory cooperative game |
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