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首页> 外文会议>Fifth Wuhan International Conference on E-Business: Integration and Innovation through Measurement and Management vol.1 >A Game Analysis about Relationship between Manufacturer and Retailer in Circulation Channel under E-commerce
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A Game Analysis about Relationship between Manufacturer and Retailer in Circulation Channel under E-commerce

机译：电子商务下流通渠道制造商与零售商关系的博弈分析

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摘要

Based on the complete information series tactics game, the manufacturer and retailer in the circulation channel under E-commerce are researched and the model of Nash Equilibrium is built. The conclusion shows that internet direct channel is most favorable to the merchandise marketing. The best choice for manufacturer is the direct channel and hybrid channel. But which one is best is not known. The best choice for retailer is indirect channel and next is hybrid channel. In the end, author validates the conclusion and reasons the status quo of Chinese circulation industry.
机译：基于完整的信息系列策略博弈，研究了电子商务下流通渠道的制造商和零售商，建立了纳什均衡模型。结论表明，互联网直接渠道最有利于商品营销。制造商的最佳选择是直接渠道和混合渠道。但是尚不清楚哪一个最好。零售商的最佳选择是间接渠道，其次是混合渠道。最后，作者对上述结论进行了验证，并阐明了中国流通业的现状。

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