| 竞争环境下制造商网络渠道选择演化博弈分析 |
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| 引用本文： | 李明芳.竞争环境下制造商网络渠道选择演化博弈分析[J].软科学,2016(8):113-118. |
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| 作者姓名： | 李明芳 |
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| 作者单位： | 河北科技大学经济管理学院,石家庄,050018 |
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| 基金项目： | 河北省自然科学基金项目(G2015208011) |
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| 摘 要： | 通过将演化博弈应用于竞争环境下制造商网络渠道选择研究,分析品牌竞争、渠道竞争以及顾客网络渠道接受度对制造商利润和网络渠道选择的影响作用。研究表明:竞争环境下制造商网络渠道选择是一个对称博弈,单渠道与双渠道间的利润变化会影响博弈的演化趋势;品牌竞争和渠道竞争越激烈,交叉价格因子越大,双渠道带来的制造商利润增额亦越大;顾客网络渠道接受度对影响作用较为复杂,单方双渠道模式下制造商利润随着传统零售市场份额的增加而增加,双方双渠道模式下则随之而降低;博弈可能出现两种演化情况,当双渠道利润高于单渠道时趋向于双渠道,当对方单渠道的利润下降而对方双渠道的利润上升时存在两种演化稳定策略。
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| 关 键 词： | 网络渠道选择 品牌竞争 渠道竞争 演化博弈 |
The Evolutionary Game Analysis for Manufacturers' Network Channel Selection in Competitive Environment |
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| Abstract: | This paper studies the manufacturers' network channel selection in competitive environment based on the evolu-tionary game. And then it analyzes the effects of brand competition,channel competition,and customer acceptance for net-work channel on the manufacturers'profit and network channel selection. Result finds that manufacturers' network channel selection in competitive environment is a symmetrical game. The profit change between single-channel and dual-channel will affect the game's evolutionary trend. The more intense of the brand competition and channel competition,the bigger the cross-price factor,and the greater the increased profit obtained through the dual channel. The effect of customer accept-ance for network channel on the manufacturers'profit is complex. In unilateral dual channel mode,manufacturers' profit is increased with the retail market share,while decreased with it in both sides dual channel mode. The game may have two e-volution cases. When the profits in dual channel higher than which in single channel,manufacturers tends to select dual channel. When the profits in dual channel is higher with the other's single channel,and lower with the other's dual channel, both single channel and dual channel may be the evolutionary stable strategy. |
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| Keywords: | network channel selection brand competition channel competition evolutionary game |
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