A Study On Cooperation Optimization Based On Evolutionary Games Theory For Channels

Marketing channel is an essential factor in the marketing combination, which is the powerful base for product, price and promotion, so it's considered as enterprises' intangible property and crucial resource. With the intense marketing competition in 21st century, channel's operating efficiency affects enterprise's status more directly. Therefore superintendents of enterprises and academic scholars pay more attention to channels. What's more, application study on channel management increases day by day in each industry.At present, study on channels domestic and overseas laid emphasis on channels' structure and channels' behavior. But lacks of behavior variable analysis and efficiency analysis in existing channel behavior theory can't meet the studies needs of modern enterprises' channels. Traditional economic rational static hypothesis and simple dynamic hypothesis are also out of date. After analysis, this article decides to establish a model of channel cooperation relations based on the foreland economic theory--evolutionary games theory. That theory as a new method of studying on channel may effectively make up the insufficiency of existing channel theory, which is proposed to analysis and forecast population behavior by more and more economist and sociologist.Therefore this article establishes a model of channel cooperation relations based on evolutionary games theory with the point of view on channel system. Within the perfect theory frame, function is proposed and evaluated to find the essential factors which do benefit to analyze relational origin and evolutionary rules of relationship in channel. Therefore certain solutions should be adopted to optimize cooperation management, enhance channel efficiency and boost up enterprises' ability to control marketing channels.