本文是从营销本质的思考出发,将博弈论与市场营销相融合,进而从博弈论的角度分析了企业与消费者双方之间的博弈,以及最终达到的共赢状态。最后提出营销的本质就是企业与消费者之间通过博弈最终实现博弈双方利益的最优组合,即博弈双方的“共赢”。 This article is from the essence of marketing thinking, the game theory and marketing integration, and then from the perspective of game theory analysis of the game between enterprises and consumers, as well as the final win-win situation. Finally, the essence of marketing is that the optimal combination of the interests of both parties through the game between enterprises and consumers is the “win-win” of both parties in the game.