商管研究中的賽局分析（一）：通路選擇、合約制定與共享經濟 (Game Theoretic Analysis for Business Research (1))

National Taiwan University via Coursera

Go to Course: https://www.coursera.org/learn/gabr

Introduction

**Course Review: Game Theoretic Analysis for Business Research (1)** **Overview** The course titled **商管研究中的賽局分析（一）：通路選擇、合約制定與共享經濟** (Game Theoretic Analysis for Business Research (1)) finely bridges the realms of game theory and business management. This course is perfectly suited for learners interested in deepening their understanding of how mathematical models underlie business strategies and decision-making processes in multi-agent environments. In this course, learners will engage with the core research tool of game theory, offering an in-depth exploration of incentive structures within various business contexts. Rather than merely focusing on case studies, the curriculum revolves around elucidating research methodologies and theoretical principles, making it an essential resource for future business researchers or those in managerial positions. **Course Structure and Syllabus Highlights** The course is structured into a series of comprehensive modules, each focusing on different aspects of game theory and its application in business: 1. **Introduction to Optimization Theory**: The course kicks off with an overview of optimization principles essential for understanding subsequent topics. Practical examples, such as pricing and inventory management, provide relevant context. 2. **Basics of Game Theory**: Here, learners delve into fundamental concepts of game theory, aligning them with static and dynamic games under complete information, illustrated through examples in retail level competition and supply chain vertical competition. 3. **Channel Choice in Competitive Environments**: The course explores significant research from McGuire and Staelin, discussing how manufacturers decide between direct retail and franchising, thus navigating the prisoners' dilemma. 4. **Channel Coordination – Return Policies**: The curriculum expands to practical inventory issues under demand uncertainty, inspired by Pasternack's research. The focus is on how return contracts can enable win-win inventory decisions for manufacturers and retailers. 5. **Online Embedded Agency Link: Considering Quality Heterogeneity**: This module introduces learners to research discussing unconventional strategies, such as advertising for competitors, emphasizing how product quality differences and contract types influence the effectiveness of such strategies. 6. **Platform-Based Delivery Services in Shared Economy**: A cutting-edge look at modern "shared economy" concepts and platform strategies that revolutionize service delivery is presented. Discussions revolve around pricing and subsidy strategies for delivery service platforms. 7. **Review, Outlook, and Reflections**: The final week provides a recap of the learned material and encourages learners to continue exploring this methodology, reiterating the importance of theory in business research. **Learning Outcomes** Upon completing this course, learners will: - Grasp the fundamental concepts, applications, and scope of game theory. - Appreciate the significance of theoretical research within the business management field. - Conduct foundational theoretical research related to multi-decision maker scenarios in business. **Recommendation** I strongly recommend **Game Theoretic Analysis for Business Research (1)** for anyone serious about enhancing their analytical skills in business contexts. This course is particularly beneficial for students, researchers, or business professionals aiming to equip themselves with a robust toolkit rooted in economic theory and strategic thinking. The course’s emphasis on theory, combined with its practical applications, provides not just an academic foundation but also equips you to tackle real-world business challenges. Whether you're looking to advance in academic research or improve managerial decision-making, this course will serve as a valuable stepping stone toward achieving those goals. Enroll today, and take the first step toward mastering the art of strategic thinking in business!

Syllabus

課程概述與最佳化理論

本週我們將對整門課程進行概述，讓大家知道本課程的定位與目標，並且就本課程需要的最佳化理論（非線性規劃的最佳化條件）做簡單的介紹，並以定價和存貨做為應用案例。

賽局理論簡介

本週我們將介紹賽局理論的原理與應用。賽局理論博大精深，因此本週我們只就本課程會用到的部份（完全資訊下的靜態與動態賽局）做簡要的介紹，並以零售商間的水平競爭與供應鍊上的垂直競合做為應用案例。

競爭環境中的通路選擇

本週我們將介紹 McGuire 與 Staelin 兩位學者於 1983 發表於 Marketing Science 的研究。我們將探討製造商如何選擇要直營零售店或接受加盟，並理解為何選擇接受加盟可能解決製造商間的囚犯困境。

通路協作－退貨政策

本週我們將介紹 Pasternack 學者於 1985 發表於 Marketing Science 的研究。我們將學習如何處理市場需求不確定時的存貨問題，並探討在供應鍊中製造商應如何設計退貨合約，才能引導零售商做出能達到雙贏的存貨決策。

線上內置代銷連結：考慮品質異質性

本週我們將介紹授課教師與他的學生合著的一篇論文。我們將討論一個有趣的商業策略：「幫自己的競爭對手打廣告」，並且探討商品的品質差異與合約型態將如何決定這個策略對策略實行者的影響。

共享經濟中的平臺式快遞服務

本週我們將介紹授課教師與他的學生共同發表在 Transportation Research Part E 的一篇論文。我們將討論在近年來引起商業革命的「共享經濟」與「平臺策略」，探討提供快遞服務的雙邊平臺該如何制定收費與補貼策略。

回顧、展望與隨想

本週我們將回顧並總結前六週的課程，同時也對有興趣繼續學習此領域的學習者提出建議。最後，我們將回到源頭，聊聊到底什麼是「理論研究」，以及為什麼我們需要理論研究。