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)) from Coursera

在本課程中，我們會向大家介紹如何以（看起來像數學推導的）理論模型進行商管領域的學術研究，並且特別著重介紹在有多決策者的環境中，如何進行模型建構與分析，進而探討「誘因」的經濟與管理意涵。

本課程介紹本領域的核心研究工具「賽局理論」，透過原理的講解與案例的說明，讓大家瞭解賽局理論的基本概念以及在商管研究上的應用方式。我們會介紹許多案例，但案例只是我們用來介紹「研究方法」與原理的媒介，而不是主體。

修習本課程後，學習者將：

1.瞭解賽局理論的基本概念、應用方式與範疇。

2.瞭解理論研究在商管領域的意義。

3.能進行基本的具多決策者的商管領域理論研究。

What's inside

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。

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

探討賽局理論在商管領域中的應用，增進學習者對理論研究在實務上的理解。

課程目標明確，幫助學習者了解賽局理論的基本概念、應用方式和範疇，以及理論研究在商管領域的意義。

以案例說明賽局理論的原理和應用，讓學習者更容易掌握理論的實務運用。

探討線上內嵌代銷連結、共享經濟中的平臺式快遞服務等新穎的商業策略，讓學習者能跟上產業趨勢。

強調理論研究的重要性，幫助學習者理解理論研究如何為商管領域做出貢獻。

課程講師孔令傑 (Ling-Chieh Kung) 為理論研究領域的專家，能提供學習者專業的指導。

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Reviews summary

Academic research methods

This course is highly praised by students and is considered well taught, insightful, and engaging. It earns top marks for its ability to make complex academic research methods accessible and relatable in business contexts.

Knowledgeable, enthusiastic instructor

"...老師解釋得很好 ..."

Introduces complex topics in an understandable way

"...深入淺出的說明在經濟模型中各方或如何增加誘因..."

Can be challenging

"...It's so hard to learn..."

Activities

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Career center

Learners who complete 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)) will develop knowledge and skills that may be useful to these careers:

Marketing Analyst

A Marketing Analyst is responsible for examining and interpreting market data in order to identify business opportunities. With the help of Game Theoretic Analysis for Business Research (1), one can get insights into the behavioral patterns of consumers and organizations. This helps marketing analysts to better understand the market environment and make well-informed strategic decisions, thereby contributing to the success of an organization.

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Business Analyst

Business Analysts apply analytical and problem-solving skills to help businesses improve their performance. Game Theoretic Analysis for Business Research (1) aids Business Analysts in understanding the competitive dynamics of the market, which in turn aids the organization in making optimal decisions, increasing efficiency, and maximizing profits.

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Operations Research Analyst

Operations Research Analysts use mathematical and analytical techniques to solve complex problems in the business world. Game Theoretic Analysis for Business Research (1) provides valuable insights into strategic decision-making and optimization, empowering Operations Research Analysts to develop effective solutions for businesses.

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Consultant

Consultants assist businesses in identifying and solving problems in various areas of operation. Game Theoretic Analysis for Business Research (1) provides Consultants with a structured approach to analyze competitive environments and make recommendations for optimal decision-making, leading to improved business outcomes.

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Product Manager

Product Managers are responsible for managing the lifecycle of a product from its inception to its retirement. Game Theoretic Analysis for Business Research (1) provides Product Managers with an understanding of market dynamics and competitive strategies, enabling them to make informed decisions regarding product development, pricing, and marketing.

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Market Research Analyst

Market Research Analysts conduct research to understand market trends, customer behavior, and industry dynamics. Game Theoretic Analysis for Business Research (1) provides Market Research Analysts with advanced analytical techniques to gather and analyze data, leading to more accurate and actionable insights for businesses.

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Financial Analyst

Financial Analysts evaluate and make recommendations on investment opportunities. Game Theoretic Analysis for Business Research (1) provides Financial Analysts with analytical frameworks to model financial markets, analyze risk, and optimize portfolio performance, enhancing the quality of their investment decisions.

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Pricing Analyst

Pricing Analysts determine the optimal prices for products and services. Game Theoretic Analysis for Business Research (1) equips Pricing Analysts with advanced pricing strategies and techniques, enabling them to optimize revenue, maximize profits, and gain competitive advantage.

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Data Analyst

Data Analysts collect, analyze, and interpret data to gain insights and identify patterns. Game Theoretic Analysis for Business Research (1) provides Data Analysts with advanced statistical and analytical techniques, enabling them to extract meaningful insights from complex datasets and contribute to informed decision-making.

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Risk Analyst

Risk Analysts assess and mitigate risks faced by businesses. Game Theoretic Analysis for Business Research (1) provides Risk Analysts with a structured approach to analyze uncertainty and make informed decisions under risk, enabling them to protect businesses from potential losses.

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Investment Banker

Investment Bankers provide financial advice to corporations and governments. Game Theoretic Analysis for Business Research (1) provides Investment Bankers with analytical frameworks to evaluate investment opportunities, structure deals, and manage risk, enhancing their ability to create value for clients.

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Supply Chain Manager

Supply Chain Managers oversee the flow of goods and services from suppliers to customers. Game Theoretic Analysis for Business Research (1) provides Supply Chain Managers with analytical frameworks to optimize supply chain operations, reduce costs, and improve efficiency, leading to increased profitability.

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Logistics Manager

Logistics Managers plan, implement, and control the movement of goods and services. Game Theoretic Analysis for Business Research (1) provides Logistics Managers with analytical frameworks to optimize transportation and distribution networks, reduce costs, and improve customer satisfaction.

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Marketing Manager

Marketing Managers plan and execute marketing strategies to promote products and services. Game Theoretic Analysis for Business Research (1) provides Marketing Managers with analytical frameworks to understand competitive dynamics and target customers effectively, leading to increased sales and market share.

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Economist

Economists study the production, distribution, and consumption of goods and services. Game Theoretic Analysis for Business Research (1) may be useful for Economists who specialize in industrial organization, providing insights into market structures, firm behavior, and the impact of government policies on economic outcomes.

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