摘要
在分销渠道管理活动中,价格冲突是垂直渠道冲突的重要表现形式,企业和中间商之间经常在定价策略上存在不一致,往往是一方要求高价另一方要求相对低价。本文从企业与中间商的收益函数入手,计算混合策略纳什均衡条件下各方的加权平均收益,从而得到中间商违规行为的影响因素,为价格冲突现象进行合理解释并提供相关的冲突应对策略。
Among the distribution channel management practices, the price conflict is an important form of channel conflict, there are many inconsistencies in the pricing strategy between enterprise and intermediate merchants, in most cases, one of them require high-priced and the other require low-priced. This paper＇s research work are began from the revenue function, then their weighted average yield which based on mixed strategy Nash equilibrium are calculated and the factors which affect intermediate merchants are cleared. The last part gives a reasonable explanation of the price conflict and provides some respond strategies.
出处
《江苏商论》
2015年第4期10-12,共3页
Jiangsu Commercial Forum
