纵向价值链间的关系博弈及其营销含义

在近年来的营销献中，交易费用分析(TCA)逐渐成为一种基本范式，尤其是在分析产业中供应商一购买之间关系的时候TCA能够对经济现象予以有力地解释。然而TCA秉承了新古典经济学均衡分析的思路，侧重于对均衡结果(规制成本最小)的分析，而缺少对由冲突到合作路径的深入剖析。而本认为正是这种非均衡向均衡演进的过程中蕴涵着企业营销行为的利润空间。本正是从这个角度探讨了纵向价值链间企业竞争与合作的博弈关系。

Inter-firm Bargaining Relationship and Implications on Marketing

Transaction Cost Analysis (TCA) has become a fundamental paradigm in recent marketing literature, especially in analyzing industrial buyer-supplier relationship, where TCA always gives convincible explanation. But TCA, which takes the equilibrium analysis tradition of New Classic Economics, focuses on minimizing the total governance costs and can't go deep into the path how competition evolves into cooperation in which we believe embraces the profit opportunity for the firm involved. So this article discusses the inter-firm bargaining and trust relationship from this prospective, and we conclude with a discussion of the theoretical implications on marketing.