中文摘要：

在营销渠道中,合理的利益分配是制造商与中间商维持长期友好合作关系的关键.当合作的复杂性和不确定性使制造商或中间商感知利益发生变化时,则有可能会进行新的利益分配（即利益再分配）.从演化博弈论角度出发,研究了当渠道利益空间发生变化时制造商与中间商的行为,并对其进行分析,提出了改变原利益分配策略、实现整个渠道最优状态时的建议：当必须改变原渠道利益分配策略时,此时制造商对渠道的贡献比例达到最大,中间商对渠道的贡献比例最小.

英文摘要：

In marketing channels, reasonable distribution of benefits was the key manufacturers and brokers to maintain long - term friendly cooperation. When the complexity and uncertainty of cooperation made the manufacturer or middlemen feel large perceived benefits changed, there may be a new distribution of benefits （redistribution of benefits）. At the time of the channel＇s space interest changed, and from the perspective of evolutionary game theory, firstly, this paper analyzed the manufacturer＇ and the middleman＇s behavior, secondly proposed a suggestion which helped to change the original strategy of interest assignment and thus to achieve the optimal state of the entire channel ： When you had to change the original interest alloca- tion strategy, the manufacturer proportional contribution of the channel had to be a maximum, the contribution ratio of middleman had to be minimum.