Research On Cooperative Marketing Between Producer And Intermediary Based On Evolutionary Game Theory

With the increasing market competition,the marketing methods are increasingly homogenous.It is becoming more and more difficult for individual companies to rely on limited marketing resources to achieve marketing success.Cooperative marketing has become the focus of corporate attention,and its competitive advantages have become increasingly prominent.In the market economy,the two large groups of producers and middlemen occupy an important position,and the status of middlemen is getting higher and higher.Producers and middlemen have changed from single buyer-seller relationship to competition-cooperation relationships.Both parties tend to achieve cooperative marketing.Cooperative marketing helps both parties to integrate marketing resources,achieve information sharing,build jointly channel,enhance product competitiveness,and enhance brand reputation.However,as an independent rational economic man,the process of cooperative marketing between producers and middlemen is actually a game.Only when both producers and middlemen believe that cooperation is profitable,can both parties achieve cooperative marketing.It is worth in-depth research to determine what factors affect the cooperation between the producers and the middlemen,and how to carry out cooperative marketing in terms of products,channels,prices,and promotions.In this context,this paper uses evolutionary game theory to study the cooperative marketing between producers and middlemen.Firstly,it introduces the research background and research significance of cooperative marketing between producers and middlemen,and combs related theories and literatures of cooperative marketing and evolutionary game theory.Secondly,it analyzes the significance and key factors of cooperative marketing between producers and middlemen.Based on the theory of evolutionary game theory,it puts forward the basic assumptions of the evolutionary game between producers and middlemen,constructs revenue function and replicates dynamic equations.Thirdly,using the differential function of revenue function and replica dynamic equation,the evolutionary game stability strategy of cooperative marketing between producers and middlemen is obtained.The parameters of the evolutionary game model are discussed,and the evolutionary game results of both parties are obtained.The results show that the evolutionary game outcomes of cooperative marketing between producers and middlemen tend to be of two strategies,but only(cooperation and cooperation)strategies can maximize profits for both parties.Besides,the excess returns,the coefficients of income distribution,and the default costs are significant positive correlation between cooperative marketing.Thecoefficient of cost allocation,the cost of requesting compensation,and the cost of cooperative marketing are negatively related to the cooperative marketing relationship.Finally,based on the analysis results,the authors put forward the cooperative marketing strategies between producers and middlemen in improving cooperative marketing excess returns,reducing cooperative marketing costs,and preventing and controlling the risk of cooperation default.