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本文以流通渠道中的生产商和零售商为研究对象,基于完美信息的连续策略博弈,建立了双方的纳什均衡模型。研究结果表明,直接渠道对于生产商最为有利,其次为生产商主导的混合渠道、零售商主导的混合渠道和间接渠道;而对于零售商恰好相反。文章最后对研究结论进行了验证,并对中国流通业的发展现状进行了反思。
Abstract：Based on the complete information series game,the relationship between manufacturer and retailer in the circulation channel is researched and the model of Nash Equilibrium is built.The conclusion shows that for manufacturer the best choice is the direct channel,the next is the hybrid channel and indirect channel;but for retailer the reverse is true.In the end,the thesis validates the conclusion and reflects on the status quo of Chinese circulation industry.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2007.09.005
中图分类号:F717;F224
引用信息:
[1]曹静,方名山.关于流通渠道中生产商与零售商关系的博弈分析[J].商业经济与管理,2007,No.191(09):10-16.DOI:10.14134/j.cnki.cn33-1336/f.2007.09.005.
基金信息:
上海市教委重点项目资助(05ZS79);; 上海市重点学科建设项目2006年第2期资助
2007-09-15
2007-09-15