| 基于博弈论的制造商分销渠道设计研究 |
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| 引用本文： | 肖胜昔. 基于博弈论的制造商分销渠道设计研究[J]. 嘉兴学院学报, 2009, 21(2): 74-78 |
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| 作者姓名： | 肖胜昔 |
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| 作者单位： | 湖州职业技术学院工商管理分院,浙江,湖州,313000 |
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| 摘 要： | 分销渠道设计是渠道管理的前提，科学合理的分销渠道设计会给营销渠道管理工作减轻相应的负担。该文从制造商的角度出发，建立了渠道设计中制造商与中间商的博弈模型，并在此基础上提出制造商在渠道选择中应采取的相应策略。
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| 关 键 词： | 分销渠道 设计 制造商 博弈 |
Research on the Design of Marketing Channels for Manufactory from the Game Theory |
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| XIAO Xi-sheng. Research on the Design of Marketing Channels for Manufactory from the Game Theory[J]. Journal of Jiaxing College, 2009, 21(2): 74-78 |
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| Authors: | XIAO Xi-sheng |
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| Affiliation: | XIAO Xi - sheng ( Huzhou Vocational and Technical College, Huzhou, Zhejiang 313000 ) |
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| Abstract: | Design of marketing channels is a prerequisite for channel management. Scientific and rational design of marketing channels will reduce the burden of the management of marketing channels. This paper sets out from the angles of manufactory, establishes a channel design model of game theory for manufactories and brokers, and puts forward, based on this foundation, some corresponding strategies for manufactories to use for selecting the channel. |
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| Keywords: | distribution channels design manufacturer game theory |
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