考虑替代率非对称且依赖服务的分销渠道博弈研究

项目名称： 考虑替代率非对称且依赖服务的分销渠道博弈研究

项目编号： No.71202143

项目类型： 青年科学基金项目

立项/批准年度： 2013

项目学科： 工商管理

项目作者： 王磊

作者单位： 青岛大学

项目金额： 18万元

中文摘要： 产品替代是分销渠道成员博弈和决策时的重要影响因素。迄今为止，绝大多数文献均假定不同企业的同类产品之间替代率"对称"，且为外生变量。这个对现实简化的假设需要进一步拓展。本项目拟围绕替代率沿着两个方面进行延伸，一是假设"非对称"，二是将之作为内生变量。企业可以通过自身改变服务或者提供服务补贴以激励零售商改变服务，从而作用于产品的替代率。基于上述假设，本项目以博弈论为主要工具，构建考虑替代率非对称且依赖服务的分销渠道博弈模型。最后分析替代率对渠道成员的决策以及渠道绩效产生的影响、服务补贴机制对渠道管理产生的影响。 此研究将拓宽对分销渠道博弈与管理决策的认识、丰富相关理论，增强企业进行分销渠道相关决策的能力。除了以上成果，本研究更广泛的影响还包括：参与该项目的研究生将在分销渠道调研、分析、设计与决策等方面获得宝贵的训练和经验，这将有助于他们未来更好地从事相关的科学研究与实践工作。

中文关键词： 分销渠道；服务；博弈；权力结构；

英文摘要： Product substitution is an important factor in the game and decision-making of the distribution channel members. So far, most of the literature assumes that the substitution rate between similar products of different companies "symmetry", and exogenous variables. This reality simplifying assumptions need to be further expanded. This project aims to extend around the substitution rates along the two aspects，one is the assumption "asymmetric", and the second is a endogenous variable. Enterprises can by itself change the service or provide subsidies to motivate retailers to change services, thus acting on the substitution rate of the product. Based on the above assumptions, the distribution channel game model will be constructed considering asymmetric and service dependent substitution rate with the game theory as the main tool. In the end，impact analysis will be done of substitution rate on channel members of decision mechanism and channel performance，as well as service subsidies on channel management. This research will broaden the understanding of the distribution channel game and management decisions, and enrich the relevant theory, and enhance the distribution channel decision-making ability. In addition to the above results, the broader implications of this study include:graduate students involved in the proj

英文关键词： distribution channel；service；game theory；power structure；