摘要：对策论（亦称博弈论），是研究具有竞争或对抗性质的现象和规律的一个运筹学分支。在现实生活中，存在着许多具有竞争性质的现象，如政治论战、武装冲突、企业吞并、劳资争议、商业竞争等，竞争的双方总是力图采用科学的策略，以获得尽可能好的结果。本文通过详细介绍对策论模型的概念及其重要的几个策略，并依据混合对策模型的基本原理，在市场营销对策定量分析的基础上，怎样发挥企业现有的资源优势，在企业竞争中获得最大的利润。66126

毕业论文关键词：对策论，混合对策模型，市场营销，营销策略

Abstract: Game theory (also known as game theory, operations research) is a phenomenon and law of competition or against the nature of the branch. In real life, there are many competitive nature phenomenon, such as the political debate, armed conflicts, corporate, labor disputes, business competition, competition both sides are trying to use scientific methods, in order to obtain the best possible results. This paper introduces the concept of game theory model and several important strategy, and according to the basic principle of mixed strategy model based on the analysis of marketing strategy on how to use quantitative and existing enterprise resources, and obtain the biggest profit in the enterprise competition.

Keywords: on the game theory ，mixed strategy model，marketing，

marketing strategy

目   录

1 前言 ………………………………………………………………… 4  

1.1 对策论的发展及研究内容………………………………………  4  

1.2 对策轮的研究意义 ……………………………………………… 4

2 对策现象及其基本概念 …………………………………………… 4

2.1 对策现象及例子…………………………………………………  4

2.2 对策模型的三个基本要素 ……………………………………   5 

2.3 对策的分类…………………………………………………………      6

3 矩阵对策模型………………………………………………………  7

4 最优纯策略…………………………………………………………9

5 混合策略对策……………………………………………………………   10

5.1 混合策略的概念………………………………………………………   10

5.2 混合对策模型的线性规划解法…………………………………   11