ꆡ뗚40뻭뗚4웚짏몣붻춨듳톧톧놨ꆡꆡ2006쓪4퓂ꆡꆡꆡ컄헂뇠뫅:100622467(2006)0420641203펪쿺쟾뗀뺭쿺짌햽싔솪쏋뚯첬뫍뺲첬늩?탎돉믺샭뇈뷏돂ꆡ뷠,ꆡ뫎ꆡ캰(짏몣붻춨듳톧낲첩뺭볃폫맜샭톧풺,짏몣200052)햪ꆡ튪:폃늩?싛뗄쮼쿫랽램,춨맽뺲첬뫍뚯첬늩?솽룶뷇뛈믹폚맅억쒣탍붨솢쇋뺭쿺짌솪쏋쒣탍,틔듋럖컶쇋뺭쿺짌솪쏋뗄탎돉믺샭.퇐뺿뇭쏷:퓚뺲첬늩?훐,뺭쿺짌솪쏋뗄샻죳뇈뺺헹뗄샻죳룼듳,ퟮ폅뗄톡퓱쫇뺭쿺짌횮볤뷸탐솪쏋;퓚뚯첬늩?훐,뛔폚뻟폐쿈탐폅쫆뗄뺭쿺짌솪쏋뗄샻죳뫍뺺헹뗄샻죳튻퇹,뛔폚뫳탐뗄뺭쿺짌,솪쏋뗄샻죳뇈뺺헹뗄샻죳듳,틲듋,뺭쿺짌풸틢뷸탐솪쏋.맘볼듊:펪쿺쟾뗀;뺭쿺짌햽싔솪쏋;뚯첬늩?;뺲첬늩?훐춼럖샠뫅:F274ꆡꆡꆡ컄쿗뇪쪶싫:AComparisonbetweenDynamicandStaticGameFormationMechanismofDistributorStrategicAllianceinMarketingChannelCHENJie,ꆡHEWei(AntaiSchoolofEconomicsandManagement,ShanghaiJiaotongUniv.,Shanghai200052,China)Abstract:;indynamicgame,fortheante2cedencydistributor,theprofitofdistributorstrategicallianceisthesameasthatincompetition,whileforanotherdistributor,:marketingchannel;distributorstrategicalliance;dynamicgame;staticgameꆡꆡ뷼쓪살,풽살풽뛠뗄뺭쿺짌틔맦쒣폅쫆ꆢ돉놾폅뮹폐샻폚쳡짽ퟔ벺퓚펪쿺쟾뗀훐뗄뺺헹폅쫆.쫆뗈룄뇤쇋쿺쫛쟾뗀훐뗄솦솿뛔뇈,춬쪱,뮹폐튻킩맺췢톧헟뛔펪쿺쟾뗀솪쏋뗄퇐뺿훷튪벯훐퓚릩뺭쿺짌솪쏋샻폃ퟮ뷓뷼쿻럑헟뗄폐샻캻훃뫍뻸뛔뗄펦짌횮볤뗄솪쏋뫍릩펦짌폫뺭쿺짌횮볤뗄솪쏋[125],쫐뎡쿺쫛폅쫆뛔짏폎뗄훆퓬짌쪩볓펰쿬.펵폐잿듳떫뛔뺭쿺짌솪쏋탎돉믺샭퇐뺿뷏짙.맺쓚뗄퇐뺿퓲뗄첸에쓜솦뗄뺭쿺짌솪쏋,벯훐쿲릩펦짌첸에틔믱훷튪벯훐퓚뒹횱탔뫏ퟷ솪쏋,죧믹폚뚯첬뺺헹뗄쫓뗃ퟮ듳뗄샻죳뿕볤,늻뷶폐샻폚놣뮤쟾뗀풴,뛸쟒뷇살럖컶맑춷쫐뎡뷡릹훐뗄웳튵뺺헹닟싔[6],믲퓋쫕룥죕웚:2005203225믹뷰쿮쒿:맺볒ퟔ좻뿆톧믹뷰훺쿮쒿(70302017)ퟷ헟볲뷩:돂ꆡ뷠(19742),얮,쯄뒨샖즽죋,뢱뷌쫚,늩쪿,퇐뺿랽쿲캪쫐뎡펪쿺뫍햽싔맜샭.뗧뮰(Tel.):021252301386;E2mail:jiechjie@.
642짏ꆡ몣ꆡ붻ꆡ춨ꆡ듳ꆡ톧ꆡ톧ꆡ놨뗚40뻭ꆡ폃늩?쒣탍럖컶펪쿺쟾뗀릩펦짌폫뺭쿺짌횮볤뗄돥2(춻폫뫏ퟷRs=M-C-cs-cd)(7)[7]6.듓맺쓚췢뗄퇐뺿살뾴,뛔펪쿺쟾뗀훐뺭쿺짌횮볤탎돉솪쏋뗄퇐뺿늻뛠.쫂쪵짏퇐뺿펪쿺쟾2()Rd=R=M-C-cs-cd(8)1d뗀훐뺭쿺짌횮볤탎돉솪쏋뗄뚯틲뫍믺샭쫇뫜폐뇘튪236탔뫍쿖쪵틢틥뗄,놾컄쫔춼퓋폃늩?싛뗄쒣탍춨맽ꆡꆡ뛔뛾뷗쳵볾뗄퇩횤뷡맻뇭쏷,룷뷗뛎샻죳ퟮ듳뺲첬뫍뚯첬늩?살럖컶퇐뺿뺭쿺짌솪쏋탎돉믺샭뮯뗄돤럖쳵볾돉솢.틔쿂퇩횤폫듋샠쯆..(3)뺺헹쟩뿶쿂뺭쿺짌뚯첬늩?믺샭.뗚1뷗1ꆡ뺭쿺짌볤뺺헹쪱뺲첬뫍뚯첬늩?탎뛎d1쫗쿈뻶뚨웤쿺쫛솿,뗚2뷗뛎d2퓙뻶뚨쿺쫛돉믺샭솿.평폚d1쿈뻶뚨쿺쫛솿,쯹틔쿈볆쯣Qd:25Rd25Q=M-Qd-2Q1d-P2m-cd=0(9)ꆡꆡ떱벸볒듳뗄뺭쿺짌펵폐룼잿뗄첸에쓜솦쪱,쯻d2쏇횮볤뗄쿠뮥맘쾵샠쯆폚맑춷슢뛏쫐뎡뷡릹.퓚맑M-Qd-Pm-cdQ1d=(10)춷쫐뎡뷡릹훐,웳튵캪쇋뇜쏢풴믱뗃뗄늻좷뚨탔22,폫뺺헹뛔쫖뗄솪쏋쫇뚯첬뮷뺳쿂웳튵믱뗃쫐뎡뺺헹ꆡꆡ평쪽(3)뫍(10)뿉뗃폅쫆뗄뇘좻톡퓱.쯹캽맑춷쫐뎡뷡릹뚨틥캪횻폐튻M-Qd-PR1m-cdd=Q1d(11)룶릩펦짌뫍솽룶뺭쿺짌뗄쫐뎡.뾼싇뺭쿺짌뗄쟩뿶21,틲캪횻폐솽볒뺭쿺짌,쯹틔샠쯆폚슢뛏뺺헹,쒣탍짏뛔쪽(11)쟳욫떼뿉뗃d1뗄쿺솿:닉폃맅억쒣탍살뷸탐럖컶.Qd=M-Pm-cd(12)12퓚룃쫐뎡짏,뺭쿺짌d1뫍d2듓릩펦짌S뒦믱틲듋,뗃짌욷뷸탐쿺쫛,믱좡닮볛샻죳.틲듋폐틔쿂볙짨:뺭쿺짌쏦뛔뗄쫐뎡쓦탨쟳몯쫽캪Q-Pm-cdd=M(13):P(Q)=M-Q,M24캪뎣쫽,Q캪d1뫍d2릲춬뻶뚨뗄닺욷탨쟳솿;P캪쫐뎡볛룱Qd=Qd+Q1d=3(M-P-c2md)(14)4.맅억뺺헹쒣탍훐,뺭쿺짌뿉틔폐뺺헹폫솪쏋솽Rs=(Pm-C-cs)Qd=훖닟싔톡퓱.퓚룃쟩탎쿂,뺭쿺짌뗄쒿뇪쫇ힷ쟳ퟔ짭3(Pm-C-cs)(M-Pm-cd)(15)샻죳뗄ퟮ듳뮯.늩?럖솽룶뷗뛎4:(1)릩펦짌뻶뚨엺랢볛룱,릩펦짌뗄샻죳몯쫽:Pm=1(M-cd+C+cs)(16)ꆡꆡ2Rs=Pm(Qd+Q1d)-(C+cs)(Qd+Q=21d)2릩펦짌뫍d1뫍d2뗄ퟮ훕샻죳캪:(P-C-cs)Q(1)쪽훐:Qd뫍Q뇰캪뺭쿺짌d1d럖21뫍d2뗄쿺솿;PmꆡR3s=(M-C2-cs-cd)(17)16캪엺랢볛룱;C캪릩펦짌뗄떥캻짺닺돉놾;cs캪릩펦짌탨횧뢶뗄쫐뎡붻틗돉놾ꆡR1d=(M-P21-cd)=(M-1mC2-cs-cd).832(2)뺺헹쟩뿶쿂뺭쿺짌뺲첬늩?.뺭쿺짌뷸탐(18)뺲첬맅억뺺헹,뻶뚨룷ퟔ뗄ퟮ훕쿺쫛솿,듋쪱뺭쿺짌ꆡR1212d=(M-P2m-cd)=(M-C-cs-cd)룷ퟔ뗄샻죳몯쫽캪1664:(R19)d=(M-Q-(P1d-Q1d)Q2d1m+cd)Qd(2)1Rd=(M-Q2d-Q1d)Q2d-(P2m+cd)Qd(3)ꆡQ1d=(M-C-cs-c1d)(20)24쪽훐:RdꆢR1d럖뇰캪뺭쿺짌룷ퟔ뗄샻죳;c2d캪뺭쿺짌탨횧뢶쫐뎡붻틗돉놾ꆡQ1d=(M-C-cs-cd)(21)쓦쿲쟳뷢뗃:Pm=MꆡQ3d=(M-C-cs-cd)(22)+C+cs-cd8(4)2ꆡꆡ평쪽(18)뫍(8)뇈뷏뿉횪:d1뚯첬늩?뗃떽뗄Qcs-cdd=Q(5)1d=M-C-샻죳듳폚뺲첬늩?뗄샻죳;뛸쪽(19)뫍(8)뇈뷏뿉26뗃:d2뚯첬늩?뗃떽뗄샻죳킡폚뺲첬늩?뗄샻죳.Qd=Q-cs-cdd+Q(6)1d=M-C23헢쮵쏷퓚늩?훐,뛔폚d1뛸퇔,평폚뚯첬듦퓚쿈탐
ꆡ뗚4웚돂ꆡ뷠,뗈:펪쿺쟾뗀뺭쿺짌햽싔솪쏋뚯첬뫍뺲첬늩?탎돉믺샭뇈뷏ꆡꆡ643폅쫆,틲듋,뚯첬늩?샻죳듳폚뺲첬늩?뗄샻죳,쯹짌붨솢솪쏋뗄뚯믺쫇춨맽솪쏋폫릩펦짌뷸탐늩?,틔뺭쿺짌d1쿈탐뛔폚ퟔ짭쫇폐샻뗄,뛔폚d2뛸퇔,틔믱뗃룼듳뗄샻죳뿕볤,듓릩펦짌뗄샻죳훐뿉틔뾴평폚뫳뚯,틲듋뚯첬늩?뗄샻죳뇈뺲첬늩?뗄샻죳돶,뺭쿺짌솪쏋뫳뚼떼훂릩펦짌샻죳쿂붵,헢뛔뺭쿺킡,틲듋,d2뿉틔뾼싇솪쏋살쪵쿖샻죳뗄퓶볓.짌쮫랽뚼쫇폐샻뗄.솪쏋퓚헢샯뻍돉캪뺭쿺짌뗄뚯믺:볦늢폫쫕릺쪹뗃쫐뎡럝뛮벯훐폚탭뛠탐튵훐뗄2ꆡ뺭쿺짌솪쏋폫뺺헹쿂뚯첬늩?샻죳뇈뷏짙쫽벸룶뺭쿺짌.춨맽튻볒릩펦짌뗄킭춬얬솦,쟾뗀돉풱쾣췻룼뫃뗘뷸탐뫏ퟷ.헢늻뷶뛔웤ퟔ짭뛸퇔쫇ꆡꆡ듋쪱,뺭쿺짌솪쏋뗄샻죳횮뫍캪:튻룶쒿뇪,뮹맘쾵떽킭훺쟾뗀돉풱캪뿍뮧쳡릩룼뫃Rd=(M-Q)Q-(Pm+cd)Q뗄럾컱.헢폖ퟮ훕쪵쿖쇋룼듳뗄쿺솿뫍룼룟뗄샻죳.릩펦짌뗄샻죳몯쫽캪:놾컄뷶쳖싛쇋떥듎늩?훐뺭쿺짌뺲첬늩?뫍뚯Rs=PmQ-(C-cs)Q(23)첬늩?뗄쳵볾,쫂쪵짏,뮹뿉틔뾼싇컞쿞듎늩?훐뺭쟳뷢죧쿂:쿺짌솪쏋뗄탎돉쳵볾.평폚쒣탍훐볙짨늩?랽쫇뺭볃샭탔뗄,쯹틔죧맻헢튻듙뷸믺훆쫇릫뾪뗄,쓇쎴뻍Pm=M+C+cs-cd(24)2믡뛔솪쏋훐뗄늩?뷡맻닺짺펰쿬.Q=Qd+Q1d=M-C-cs-cd(25)242닎뾼컄쿗:(Rs=M-C-cs-cd)(26)82(cRd)d=R=M-C-cs-[1]ꆡVenkateshR,MahajanV,(27)1d232marketingalliances:Whenandwhydotheysucceedorꆡꆡ평쪽(27)폫쪽(8)뇈뷏뿉횪,d1뚯첬솪쏋뗃떽fail?[J].InternationalJournalofResearchinMarket2뗄샻죳듳폚뺲첬뺺헹뗄샻죳;쪽(27)폫쪽(9)쿠뇈뿉ing,2000,17:3-31.횪[2]ꆡ,role,and,d2뚯첬솪쏋뗃떽뗄샻죳듳폚뺲첬뺺헹뗄샻죳;쪽(27)뫍(18)뇈뷏뿉뗃,뺭쿺짌position:Asupplierꆯsstrategyinbuyer2dominatedre2d1뚯첬솪쏋뗃떽뗄샻죳듳폚뚯첬뺺헹뗄샻죳;쪽(27)폫쪽(19)쿠뇈,뺭lationships[J].EuropeanJournalofPurchasing&쿺짌SupplyManagement,1998,(4):뚯첬솪쏋뗃떽뗄샻죳듳폚뚯첬뺺헹뗄샻죳.헢쮵쏷퓚뺲첬늩?훐,평폚솪쏋뗄샻죳뇈뺺헹뗄샻[3]ꆡBuzzellRD,[J].SloanManagementReview,죳룼듳,쯹틔뺭쿺짌횮볤풸틢뷸탐솪쏋;퓚뚯첬늩?1995,36(3):85-96.훐,뛔폚d1뛸퇔,솪쏋뗄샻죳뫍뺺헹뗄샻죳튻퇹,쯹[4]ꆡ틔d1톡퓱솪쏋뫍톡퓱뺺헹쫇쎻폐닮뇰뗄,뛔폚d2ture:Theproblemofsocialembeddings[J].American뛸퇔,솪쏋뗄샻죳뇈뺺헹뗄샻죳듳,틲듋,d2풸틢뷸JournalofSociology,1985,31:481-510.탐솪쏋[5]ꆡWoltersH,:Adynamicgametheoryapproach[J].3ꆡ뷡ꆡ폯EuropeanJournalofPurchasing&SupplyManagement,춨맽짏쫶늩?쒣탍럖컶뿉틔뾴돶,퓚맑춷쫐뎡1997,3(3):155-164.뺲첬늩?훐[6]ꆡ쟸틣폂.맑춷쫐뎡뷡릹훐뗄웳튵뺺헹닟싔ꆪꆪꆪ믹폚뚯,뺭쿺짌솪쏋뗄샻죳뇈뺭쿺짌횮볤뺺헹뗄샻죳룼듳,ퟮ폅뗄톡퓱쫇뺭쿺짌횮볤뷸탐솪쏋,듓첬뺺헹뗄쫓뷇[J].웳튵뺭볃,2003,23(7):뛸쮵쏷뺭쿺짌솪쏋탎돉뗄샻죳늩?믺샭.퓚뚯첬늩gopolymarketstructure2basedondynamicview[J].?훐,뛔폚뻟폐쿈탐폅쫆뗄d1뛸퇔,솪쏋뗄샻죳뫍EnterpriseEconomy,2003,23(7):5-7.뺺헹뗄샻죳튻퇹,쯹틔d1톡퓱솪쏋뫍톡퓱뺺헹쫇쎻[7]ꆡ훬탣뻽,웝ꆡ틫.듓늩?싛뾴펪쿺쟾뗀뗄돥춻폫뫏ퟷ폐닮뇰뗄,뛔폚d2뛸퇔,솪쏋뗄샻죳뇈뺺헹뗄샻죳[J].짌튵뺭볃폫맜샭,2002,(4):14-17.듳ZHUXiu2jun,,틲듋,d2풸틢뷸탐솪쏋.듓쪵볹짏붲,탎돉뺭쿺짌솪쏋풴폚뺭쿺짌죏쪶ketingchannelbasedongametheory[J].Business떽ퟔ벺쓜뗃틦폚샻죳뗄럖쿭룟폚뺺헹뗄샻죳EconomicsandAdministration,2002,(4):14-17.,뺭쿺
