商业集团多策略竞争的博弈分析

以两个商业集团之间的竞争为例，从促销投入、服务投入和价格3方面并结合消费受让价值理论，建立了两商业集团多策略竞争的博弈模型，并运用该博弈模型得到了极端情形和一般情形下的博弈均衡．研究表明，在消费对两商业集团所出售商品的价值评价、两商业集团促销活动对消费的影响、服务水平以及成本控制方面无差异的情况下，两商业集团因怕对方占优，使其选址尽量趋于中心位置，但又不超过中心位置，有效地解释了实际市场经济运行中同质产品中心市场形成的原因和机理．最后，提出了两商业集团如何选择差异化策略获得竞争优势的分析思路．

Game Analysis of Multi-strategies Competition Between Two Commercial Groups

Based on the theory of customer delivered value, a game model for multi-strategies competition between two commercial groups was put forth by taking three factors, namely promotion input, service input and price, into account. The game equilibriums in an extreme situation and a general situation were obtained using this model. The research shows that when consumers' evaluation to goods of two commercial groups are the same, and the impacts of promotion of two commercial groups on customers and their own service levels and cost control abilities also have no difference, the two groups will try their best to locate at the central position approximately, but will not pass the central position. So the research explains effectively the reason and mechanism of the forming of homogeneous product central market. Finally, now to choose different strategies to achieve a competitive advantage was proposed for two commercial groups.