摘要
分销渠道合作是当今企业接触终端用户不可缺少的手段,建立合作伙伴关系的关键是对合作伙伴的选择。分销渠道合作伙伴分为四种类型,运用博弈分析和模糊评估分析相结合的方法来研究分销渠道合作伙伴的选择问题,以模糊评估分析为基础,得出备选企业要想成为分销渠道中的战略合作伙伴,它的被选合作概率的临界值应为P1;然后用博弈分析的方法得出分销渠道战略合作伙伴选择的概率P;最后通过两种方法之间的比较,选择出最终的战略合作伙伴(即P≥P1)。
Cooperation in retailing channels is essential to an enterprise when it contacts the terminal user, and the key to establishing partnership lies in the choice of partners. Partners of retailing channels can be classified into four types. This article utilizes game theory and the fuzzy appraisal analysis to study the issue of choosing partners in retailing channels. Based on the fuzzy appraisal analysis, it concludes that if an alternative enterprise expects to become a strategic partners of retailing channels, its marginal value of being chosen is supposed to be P1, while the probability of its being chosen obtained with game theory is P. The final strategic partner can be decided through a comparison of the two methods （ i e P≥P1 ）.
出处
《江西农业大学学报（社会科学版）》
2007年第4期90-93,共4页
Journal of Jianxi Agricultural University :Social Sciences Edition
关键词
分销渠道
战略合作伙伴
模糊评估分析
博弈分析
retailin
channel
strategy partner
fuzzy appraisal analysis
gambling analysis
