渠道管理中的厂商与分销商的博弈分析

分销渠道管理中生产厂商与分销商的良好合作是进行优势互补、提高渠道竞争力和适应市场变化的有效手段。通过对生产厂商与分销商合作交易特征介绍和交易条件的假设，基于相互之间合作的关系建立混合博弈模型，并进行分析，找出影响双方合作关系的因素和实行稳定作的条件；然后，进一步对生产厂商与分销商的长期合作进行有限次重复博弈分析，找出影响双方合作关系的条件，最后，根据推论分析的结果，指出生产厂商与分销商建立良好的合作关系应采用的策略。

Game Analysis between Manufacturer and Wholesaler in the Management of Distribution Channel

In the distribution channel management, a good cooperation relationship between manufacture and wholesaler is an effective way for them to complement each other with their respective advantages, improve channel competitive abilities and adapt to market fluctuations. Based on their mutual cooperative relationship, a mixed game model is constituted by introducing the characteristics and postulating the prerequisites of trade between manufacturer and wholesaler, then the factors affecting their mutual cooperative relationship and the conditions of their stable cooperation are found through analyzing the mixed game model. Furthermore, a finitely repeated game model is used to analyze the cooperation between manufacturer and wholesaler, the conclusion of the cooperative qualification that influences the cooperation of both sides is given. As a result, the strategies employed by the manufacturer and wholesaler are pointed out.