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在博弈模型中,参与人包括生产者和渠道中的中间商。模型将品牌和技术作为影响模式选择和渠道决策的内生变量,把其他如消费者因素和政策因素等作为外生变量。博弈模型的重点是分析在品牌和技术的影响下,生产商在与中间商的博弈中应采取哪种渠道模式,是自建还是代理。模型要解决的主要问题是,在中国特定的市场氛围下,技术型产品的生产商或拥有良好品牌的生产商应该采用何种营销渠道结构,是采用纵向整合的直接渠道,亦或是采用间接渠道。
In the game model, participants include producers and intermediaries in the channel. The model takes the brand and technology as endogenous variables that influence the choice of mode and channel, and takes other factors such as consumer and policy as exogenous variables. The key point of the game model is to analyze which channel mode should be adopted by the manufacturer in the game with the middleman under the influence of the brand and technology, whether it is self-construction or agency. The main problem to be solved by the model is whether the marketing channel structure should be adopted by a manufacturer of a technology product or a manufacturer with a good brand in China’s particular market atmosphere, either through a direct channel of vertical integration or indirectly channel.