CAJ | 학술논문

文章研究了由制造商和零售商组成的简单分销渠道,采用博弈最新发展的进化博弈理论,分析了制造商和零售商的决策问题。研究表明在完全理性下通过讨价还价来分配合作总利润,不会实现帕累托最优策略——合作,并且根据分配比例的不同范围可以得到不同的博弈类型;在有限理性下制造商和零售商通过长期反复博弈,学习和调整,渠道合作的可能性与超额利润成正比;当超额利润趋近无穷时,制造商和零售商完全合作。如果制造商（或零售商）合作,零售商（或制造商）不合作,制造商（或零售商）合作的损失越小,渠道关系趋近合作的可能性越大;渠道合作的可能性与各自的贴现因子成正比。
문장연구료유제조상화령수상조성적간단분소거도,채용박혁최신발전적진화박혁이론,분석료제조상화령수상적결책문제。연구표명재완전이성하통과토개환개래분배합작총리윤,불회실현파루탁최우책략——합작,병차근거분배비례적불동범위가이득도불동적박혁류형;재유한이성하제조상화령수상통과장기반복박혁,학습화조정,거도합작적가능성여초액리윤성정비;당초액리윤추근무궁시,제조상화령수상완전합작。여과제조상（혹령수상）합작,령수상（혹제조상）불합작,제조상（혹령수상）합작적손실월소,거도관계추근합작적가능성월대;거도합작적가능성여각자적첩현인자성정비。
In this paper,simple distribution channel was constituted of manufacture and retailer,channel game model were constructed.The evolutionary game of the latest development game was adopted,the decision-making of the manufacturers and retailers were studied.Research shows that allocation profits of the cooperation through bargaining under fully rational can not achieve Pareto optimal strategy-cooperation,and based on the ratio between the different areas can be a different type of game;Under the limited rational manufacturers and retailers through long-term repeated game,learning and adjustment,Study shows that： the possibility of channel cooperation in direct proportion with the excess profits;when the excess profits approach infinity,the manufacturers and retailers to cooperate fully.If the manufacturer（or retailer） cooperation,but retailers（or manufacturers） non-cooperation,the loss of manufacturers（or retailers） was the smaller,the possibility of approaching cooperation was the greater;and possibilities of channels cooperation in direct proportion to their respective discount factor.