“囚徒困境”是经济学上的一个术语,指的是一个非零和博弈(non-ze- ro-sum Game)。它反映了看起来很合理的个体行为与合作所得的利益间的矛盾,映衬的是在一个短期看起来有利的策略却可能带来长期的错误的情况。饶有趣味的是,在目前的豪华车市场,其整合营销传播也遭遇了类似的困境。 Prisoners’ Dilemma is a term in economics, referring to a non-ze-sum game. It reflects the contradiction between seemingly reasonable individual behavior and the benefits of cooperation, reflecting the long-term erroneous conditions that may seem favorable in the short run. Interestingly, in the current luxury car market, its integrated marketing communications also suffered a similar dilemma.