经销商"倒戈"行为的博弈分析  

A Game Analysis on Turnover Behavior of Dealers

作　　者：冯其友[1] 姜锦虎[1] 

机构地区：[1]西安交通大学管理学院,陕西西安710049

出　　处：《商业研究》2005年第4期11-13,24,共4页Commercial Research

摘　　要：根据影响企业关系的各种因素,建立了经销商"倒戈"的基本模型,并以之为基础对经销商的"倒戈"行为进行了博弈分析。结果表明经销商的"倒戈"行为是否发生不仅与经销商自身因素有关,还与生产商的自身实力、合作机制、市场状况及对经销商的约束力度等外在因素有关。经销"倒戈"会给企业带来一系列负面影响,为此,如何保持住经销商并建立长期稳定的交易关系对生产企业具有重要的意义。According to the analysis of various factors influencing the relations of enterprises, the paper builds a basic model of the turnover behavior of dealers, and gives a game analysis on the behavior. The result shows that whether the behavior happens or not is correlated not only with the self - factors of the dealers, but also with some exterior factors such as the strength of the producers, cooperation mechanism, market conditions and the restriction to the dealers, etc. It then puts forward some advice about how producers hold dealers and build the long - term and steady trade relationship.

关 键 词：经销商“倒戈” 博弈分析 企业关系 

分 类 号：F224.32[经济管理—国民经济]