게임이론을 이용한 제조업체의 직접마케팅 진입전략 분석

• 영문명: Game Theoretic Analysis of the Direct Marketing Channel Strategy of a Manufacturer
• 발행기관: 한국산업경영시스템학회
• 저자명: 이민호(Mingo Rhee) 조형래(Hyung-Rae Cho)
• 간행물 정보: 『산업경영시스템학회지』제32권 제3호, 168~177쪽, 전체 10쪽
• 주제분류: 공학 > 산업공학
• 파일형태: PDF
• 발행일자: 2009.09.30

영문 초록

The proliferation of the internet and electronic commerce has given the manufacturers the opportunity of direct marketing. This study analyzes the decision of manufacturers regarding whether to sell the products through independent sales company or to sell the products to the consumer directly. To do this, a new demand function is proposed and sub and super games are modeled and analyzed based on the demand function. By analyzing the Nash equilibria, it is shown that the manufactures' decision of direct or indirect marketing not only depends on the competitiveness between the products but the absolute and relative marketing capabilities of the manufacturers. It is also shown that, in some cases, the manufactures have incentive to rise the competitiveness between the products to maximize the channel profit.

키워드

e-Commerce Direct Marketing Game-Theoretic Model Nash Equilibrium Duopoly Market