区域品牌化策略的非合作博弈分析  

Non-cooperative Game Analysis of Regional Branding Strategy

作　　者：田戊戌 刘敬伟 蒲勇健[2] TIAN Wu-xu;LIU Jing-wei;PU Yong-jian(Moutai Institude,Renhuai Guizhou 564500,China;School of Economics and Business Administration,Chongqing University,Chongqing 400040,China)

机构地区：[1]茅台学院,贵州仁怀564500 [2]重庆大学经济与工商管理学院,重庆400040

出　　处：《技术经济与管理研究》2021年第2期45-48,共4页Journal of Technical Economics & Management

基　　金：国家社科基金一般项目(19BJL081);贵州省教育厅人文社科研究规划项目(2018gh04)。

摘　　要：产业中企业之间合作共创区域品牌对企业、产业乃至整个区域的经济发展都具有十分重要的意义。企业在合作共创区域品牌的过程中面临着在发展自身企业品牌与合作共创区域品牌之间的策略选择问题。基于非合作博弈论视角的研究发现:博弈的均衡解集与企业所处的外部环境和市场条件有关,当外部环境与市场条件较为宽松时,企业之间共创区域品牌的合作空间就比较大,由区域品牌带给企业的外部性收益也比较高,进而形成一个正向反馈机制。It is of great significance for enterprises, industries and regions to cooperate and create regional brands. In the process of co-creating regional brands, enterprises are faced with the problem of strategic choice between developing their own corporate brands and co-creating regional brands. Research from the perspective of non-cooperative game theory shows: The equilibrium solution of the game is related to the external environment and market conditions of enterprises. When the external environment and market conditions are relatively loose, the cooperation space between enterprises to create regional brands is relatively large, and the external benefits brought by regional brands are relatively high, thus forming a positive feedback mechanism.

关 键 词：企业品牌 区域品牌 非合作博弈 非零和博弈 

分 类 号：G124[文化科学]