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论文编号：	1400
作者编号：	031804
上传时间：	2010/5/10 10:55:02
中文题目：	合作博弈营销战略研究
英文题目：	Game, Cooperative Game, Marketing Strategy, Cooperative Game Marketing Strategy
指导老师：	韩德昌
中文关键字：	博弈 合作博弈 营销战略 合作博弈营销战略
英文关键字：	Game, Cooperative Game, Marketing Strategy, Cooperative Game Marketing Strategy
中文摘要：	营销战略是企业营销管理的行动纲领，为企业的所有营销活动指引方向。企业若想在激烈竞争的环境下求得生存和发展，必须要有适应营销环境且适合企业内在条件的营销战略。高水平的营销战略给企业的成功提供了一定的保障。因此，对融合竞争性、前瞻性、全局性、艺术性及实践性的营销战略的探寻和研究就成为许多学者和企业的共同追求。 市场是博弈的，因此作为指导企业营销活动的营销战略也必然充满博弈。博弈与营销战略内在本质的相似性为博弈应用于营销战略提供了可能性。同时，由于博弈论作为一种研究主体行为相互作用及均衡的方法，它可以帮助企业更深层次的理解竞争格局，更透彻的分析企业的利益相关者，减少营销决策的失误，因此它成为提升营销战略管理绩效的有力武器。那么融入博弈思想和博弈理论方法的博弈营销战略也就自然成为人们研究的目标。 在现代竞争中，激烈的竞争导致“两败俱伤”的局面。在这样的情况下，合作能解决这种矛盾并为双方带来共赢，这也为合作博弈应用于营销战略提供了舞台。但由于合作博弈应用于营销战略时间较短，因此还局限于部分战略对合作博弈的一些模型和方法的运用，缺乏相对系统的理论。因此，本文在前人研究基础上，将合作博弈思想和方法与营销战略相结合，构建合作博弈营销战略体系框架。旨在提供不同状态下、面临不同问题的合作博弈营销战略。 本文研究的主要内容（除第一章引言、第六章结论外）分为四个部分： 第二章，对合作博弈、营销战略的相关理论进行理论回顾，并在前人研究基础上提出合作博弈营销战略。 第三章，从博弈论在市场营销和其他领域的应用两个方面介绍了博弈论应用现状。 第四章，主要通过合作博弈和营销战略的关系、合作博弈在营销战略应用中存在的问题的论述，阐明了合作博弈营销战略研究的必要性。 第五章，主要对合作博弈营销战略要素展开分析，在此基础上提出如何选择和实施合作博弈营销战略。
英文摘要：	Marketing strategy is the action guiding of the marketing management in enterprises, which guides the orientations for all the marketing activities in enterprises. If want to survive and develop in the severe competing environments, enterprises must have the strategies suitable to the marketing environments and internal conditions. The high level marketing strategy provides the guarantee for the success of the enterprise. Therefore, exploring and researching the marketing strategy which is competitive, proactive, holistic, artistic and practical have become the focus for many scholars and enterprises. The market is full of games, so the marketing strategy which guides the marketing activities of enterprises is inevitably imbued with games. The similarity between the endogenous essential of games and marketing strategy provides the feasibility for the application of games to marketing strategy. Meanwhile, as the Game Theory is one of the methods of individual behavior interaction and equilibrium research, it can help the enterprise has more deeply understanding of competition condition, analyze the stakeholders of the enterprises more clearly, reduce the mistakes of the marketing decisions. Thus, the Game Theory becomes the powerful weapon for promoting the management effect of marketing strategy. From this aspect, the marketing strategy based on the game theory and method naturally becomes the research subject. Among the modern competitions, the drastic competition always leads to the awful result which doesn’t provide any benefits to both sides. Under such condition, cooperation can deal with this contradiction and bring them two-win result, which creates the stage for the application of cooperative game to marketing strategy. Nevertheless, the application has emerged for only a short period, so the applications are just limited to some models and methods of cooperative games and lack of the guidance of systematic theories. Hence, based on the former researches, this paper combined cooperative game theory and marketing strategy to construct the systematic structure of cooperative game marketing strategy. The intention is to provide the cooperative game marketing strategy under different conditions and problems for enterprises. This paper mainly consists of four parts (except for the first paragraph “foreword” and the sixth paragraph “conclusion”): The second paragraph: review the relative theories of cooperative game and marketing strategy, put forward the concept of cooperative game marketing strategy based on the former researches. The third paragraph: introduce the application status quo of game theory from the two aspects of the application in marketing and other areas. The forth paragraph: mainly through the discussion of the relationship between cooperative game and marketing strategy and the main problems in application of cooperative game to marketing strategy, illustrates the necessity of the research of cooperative game marketing strategy. The fifth paragraph: analyze the essentials of cooperative game marketing strategy, based on this, bring forward the way of how to choose and implement the cooperative game-based marketing strategy.
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