营销渠道中"公共物品私人自愿供给"的博弈分析

"公共物品私人自愿供给"理论表明:公共物品的私人自愿供给会导致供给不足,而营销渠道中,"公共物品"对保持竞争优势发挥着重要作用。因此,运用博弈论,分析了营销渠道中"公共物品私人自愿供给"问题的特点,构建了博弈模型,求解了博弈均衡结果,探讨了均衡结果的现实意义,提出应从进行合理的制度安排、创建良好的渠道沟通氛围、确立共同的目标和价值观等途径来解决营销渠道中的"公共物品私人自愿供给"问题。

An Analysis of the Game of "Private Supply of Public Goods" in Marketing Channels

The theory of "Private Supply of Public Goods" shows that private supply of public goods will result in inadequate supply. In marketing channels, "public goods" play an important role in holding the competition advantage. By following the Game Theory, the characteristics of "Private Supply of Public Goods" in the marketing channels are analyzed. The game models are designed, and the Nash Equilibrium result of the game are deducted. Furthermore, practical significance of the Nash Equilibrium result are discussed. It is propose that in order to solve the problems of "Private Supply of Public Goods" in the marketing channels we should take measures of conducting reasonable institutional management, building up a favourable atmosphere of marketing communications, and establishing common goals and values.