现代企业营销渠道发展的博弈系统分析  

Game System Analysis on the Development of Marketing Channels in Modern Enterprises

作　　者：郭朝晖[1] 熊吉陵[2] 

机构地区：[1]南昌大学,江西南昌330047 [2]中国井冈山干部学院,江西井冈山343600

出　　处：《商业经济与管理》2005年第11期68-73,79,共7页Journal of Business Economics

基　　金：江西社科规划资助课题"江西农产品市场竞争力研究"阶段性研究成果

摘　　要：论文认为,在营销渠道形成的博弈过程中,存在着流通博弈、需求博弈和供应博弈等三类博弈。博弈分析的结果表明,顾客便利是营销渠道发展的基本要求,企业的发展阶段对于营销渠道的管理有着不同的要求,精确地设计营销渠道成为降低企业经营风险的有力手段,保持营销渠道的灵活性是增强企业核心竞争力的保证。This paper asserts that there are such three games as trade game, demand game and supply game in the course of takingshape of marketing channels. The result of all kinds of game analyses on enterprise marketing channels indicates that customers＇ convenience is the fundamental requirement of marketing channel development, the development stages of modern enterprises have different demand of management for marketing channels, elaborately designing marketing channels is an effective means to reduce the risk of an enterprise, and maintaining a flexible marketing channel is the guarantee of enhancing the core competitiveness of the enterprise.

关 键 词：现代企业 营销渠道 博弈系统 

分 类 号：F713.50[经济管理—市场营销]