The Study of Interest Sharing Mechanism of Marketing Channels Based on Cooperative Game Theory

摘要：

The specialization and synergic effect of marketing channel members gets the source of channel benefits. However, the rule of interest coordination or alleged criteria of profits sharing is the significant basis for the stability of the members synergic operation, which currently becomes one of the hot academic issues in marketing management. By Using the game theory and relevant method, this paper analyzes the interactions of each member and their relationships on interests sharing, and considers that the game among the alliance members keeps the cooperative game theory. According to this basis, this paper establishes a coordination mechanism of marketing channels based on cooperative game with the shapley value distributive system.

作者: Zhang Lili

作者单位: Economics and Management School of Wuhan University,Wuhan,P.R.China,430072

会议类型: 国际会议

会议名称: The 7th International Conference on Innovation and Management(第七届创新与管理国际会议 ICIM 2010)

会议地点: 武汉

会议语种:英文

页码: 793-797

在线出版日期: 2010-12-04（万方平台首次上网日期，不代表论文的发表时间）