Coopetition Strategies For Cooperative Promotion Based On A Game Theory

Coopetition is a hot topic for management theorists and enterprises managers to discuss. Competition among the enterprises has broadened its scope from domestic to international and from pure competition to coopetition. The results of the competition is to achieve "win-win", not to kill rivals. The coopetition relationship among competing enterprises has existed in various fields. In recent years, many enterprises increased expenses in sales promotion, the cooperation among enterprises in promotion has become increasingly important, these prompted us to explore and study the efficiency and cooperative strategies for cooperative promotion.The paper use game theory, economics and management to research the extent of cooperation relations and promotion strategy choices. Firstly, the paper summarizes the qualitative and quantitative research results of coopetition, pointes out that game can be used to study cooperation and interaction between enterprises.Secondly, the paper discusses a multi-level relationship through a single retailer and a single manufacturer vertical cooperation promotion models, and analyses coopetition characteristics between the vertical enterprises. Through the analysis and comparison on different forms of coopetition, It results that the total system profit will increase with the increase in the level of cooperation between the two sides. But the increase in system profit doesn't mean that all subsystems profit increase. With the increase in the level of cooperation, the two sides will share a big market. A rational distribution of profits is necessary, it can effectively encourage the continuation of such cooperation to achieve win-win on both sides...