摘要
本文就网络经济快速发展,品牌竞争和渠道竞争共存的情况下,制造商采取何种销售渠道策略才能获得最优利润问题进行研究。通过建立渠道选择演化博弈模型和数据仿真分析,得出了不同品牌竞争水平下渠道选择策略的演化路径和最终演化稳定策略,揭示出市场规律:当两种竞争同时存在时,品牌竞争激烈程度直接影响销售渠道选择策略和收益水平;渠道竞争激烈程度对销售渠道选择策略产生间接影响,同时对品牌竞争激烈程度不同的制造商的收益产生不同影响。
In the context of both brand and channel competition,we explore how manufacturers make channel strategy decisions to obtain the optimal profit.Through the establishment of evolutionary game model and data simulation,we obtain the evolutionary routes and the evolutionary stable strategies（ESS） under different levels of brand competition.we find that：when both the brand competition and channel competition exist,and the two competing manufacturers are different in their advertising levels,the intensity degrees of brand competition between the two manufacturers affect their profits and their channel choice directly;the intensity degree of channel competition has an indirect impact on the manufacturers＇ channel selection strategy,and moreover it has different effects on the manufacturers＇ profits under different intensity degrees of brand competition.
出处
《管理评论》
CSSCI
北大核心
2012年第6期74-82,共9页
Management Review
基金
新世纪优秀人才支持计划项目(NCET-06-0236)
高等学校博士学科点专项科研基金项目(20100032110034)
教育部人文社会科学研究规划基金(12YJAZH052)
关键词
品牌竞争
渠道竞争
渠道选择策略
演化博弈
brand competition
channel competition
channel selection strategy
evolutionary game
