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中文摘要：
为了解决双渠道合作模式下的企业合作无效率问题,基于博弈论构建了由运营商和服务提供商组成的移动商务价值链模型,并提出一种基于单边转移支付的协调机制.研究发现,运营商和服务提供商投入的营销努力均小于集中决策的情形导致双重边际化,收入共享契约并不能协调运营商与服务提供商的双渠道系统.在求解可行帕累托改进方案集的基础上构建了单边转移支付机制,机制中的转移支付函数能够鼓励运营商和服务提供商从全局最优的角度进行决策,固定转移支付能够公平地分配协调产生的系统利润,进而充分协调运营商和服务提供商的双渠道系统.
英文摘要：
To solve the inefficiency of companies＇ cooperation with dual-channel partnership mode,a value chain model of mobile commerce composed by Mobile Network Operator （MNO） and Service Provider （SP） based on game theory was constructed,and a side payment based coordination mechanism was proposed.The research found that the double rnarginalization was leaded owing to marketing efforts invested by MNO and SP were less than which in the centralized decision-making situations.The revenue sharing contract between MNO and SP could not coordinate the dual-channel system accordingly.The side payment mechanism was constructed based on the feasible Pareto improvement scheme of the mobile value chain.The transfer payment function in mechanism could encourage MNO and SP to make decision from global optimum perspective,and the fixed transfer payment could distribute the system profit caused by coordination fairly.Thus the dual-channel system between MNO and SP was coordinated fully.
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