“家电下乡”利益相关主体的博弈

基于博弈论理论，对“家电下乡”主要的利益相关主体——政府、家电企业、乡镇经销商、农民的行为进行了分析，构建了政府与家电企业的完全信息动态博弈模型、中标家电企业与农民的无限次重复博弈模型、中标家电企业与乡镇经销商之间的合作博弈模型。政府与家电企业的博弈均衡结果表明，政府非常有必要对竞标家电企业进行资信预查；中标家电企业与农民的博弈均衡结果表明，企业提供低质量的下乡家电会造成双输的局面，从长远利益看，企业只有提供高质量的下乡家电才能实现双赢；中标家电企业与乡镇经销商的博弈均衡表明，合作才是双方的最优的选择。因此，政府应对竞标企业实行资信预查，对中标家电企业加强监管，取消最高限价鼓励乡镇经销商积极销售下乡家电；中标家电企业应提供高质量的下乡家电，创新经营方式，把乡镇经销商作为一级代理商，这样才能实现“家电下乡”各利益相关主体间的多赢。

Gaming among relevant stakeholders behind the policy of home appliances going to the countryside

This paper analyzed the behavior of major relevant stakeholder(government,home appliances enterprises,rural dealers and farmers in the home appliances going to the countryside) and established the following game models based on the game theory: the complete information dynamic game model between government and home appliances enterprises,the infinitely repeated game model between home appliances enterprises and farmers,the township game model between home appliances enterprises and rural dealers.The equilib...