摘要
针对互补品的特殊性造成互补品企业独立营销存在风险的问题,建立互补品企业间营销策略博弈模型,对不同条件下的均衡解和合作营销中的成本分担问题进行了分析,并根据不同特征的互补品研究互补品企业间合作营销的实施范式。
Aiming at the risks in individual marketing arising from the particularities of complementary goods, the marketing strategy game model between complementary goods enterprises is established. Based on the model, equilibrium solutions under different conditions and cost - sharing in cooperative marketing are analyzed. Additionally, based on various complementary goods, three models of implementing cooperative marketing between complementary goods enterprises are developed .
出处
《商业研究》
CSSCI
北大核心
2009年第7期129-132,共4页
Commercial Research
基金
国家自然科学基金资助项目
项目编号:70671011
教育部新世纪优秀人才支持计划项目
项目编号:NCET-05-0769
关键词
互补品合作营销
博弈模型
营销策略
complementary goods cooperative marketing
game model
marketing strategy
