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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))

孔令傑 (Ling-Chieh Kung)

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。

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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。

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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

賽局分析商管研究：理論與應用

根據學生表示，這門課程是商管理論研究領域的重要基石，尤其適合有志於學術分析的學習者。授課教師的講解清晰且富有熱情，能將複雜的賽局理論概念與數學推導變得易於理解。課程深入探討通路選擇、合約制定及共享經濟等經典與貼近時事的案例，不僅傳授知識，更訓練了研究思維方式。然而，部分學生指出，課程內容理論性強，對數學或經濟學背景有一定要求，對於純粹追求實務應用的學習者來說，可能感到較為抽象或難度較高。部分評論也提到課程進度稍快，需投入更多時間消化。整體而言，這是一門紮實且具啟發性的課程，特別適合追求學術深度與研究能力的學習者。

側重理論而非直接實務，可能與部分學生預期有落差。

"課程內容理論性很強，對於純粹想應用而非進行研究的人來說，可能會覺得有點抽象。"

"我期望這門課能更偏向實務應用，但它更多的是理論推導。對於我這種想直接套用在工作上的業界人士來說，感覺不太適合。"

"感覺課程更多是為了學術論文而設計，缺乏一些實務案例的深入探討。"

課程案例經典且貼近時事，內容保持更新與相關性。

"課程案例很經典，很有啟發性。"

"尤其是通路選擇與合約制定的章節，對我的研究啟發很大。"

"共享經濟的案例非常貼近時事，讓理論知識變得生動。"

老師講解清晰且具熱情，使複雜理論變得易懂。

"老師講解清晰，將賽局理論應用在商管研究的案例分析得很透徹。"

"老師的教學熱情很高，而且能夠把複雜的理論講得易懂。"

"老師的教學水準很高，能把賽局分析這種枯燥的內容講得非常引人入勝。"

課程為商管理論研究奠定堅實基礎，高度學術導向。

"這門課程非常棒，深度和廣度兼具。老師講解清晰，將賽局理論應用在商管研究的案例分析得很透徹。對於想深入了解理論研究方法的學生來說，絕對是必修課程。"

"這門課程為我進入商管理論研究打下了堅實基礎。老師不僅講解了理論，更重要的是傳授了研究的思維方式。"

"我覺得這門課是學術研究的寶貴資源，它能幫助我掌握賽局理論的核心概念並應用於商管領域。"

部分學生期望更多討論區互動或輔助練習材料。

"希望能多增加一些互動環節。"

"作業的難度適中，但希望能有更多討論區的互動，幫助理解困難的概念。"

"感覺課程更多是為研究生的需求設計的，如果能提供更多的輔助材料或練習會更好。"

課程內容豐富，部分學生認為進度稍快，需重複觀看。

"不過，課程進度有點快，需要重複觀看才能完全消化。"

"影片講解很清晰，但有時候會覺得進度有點快，需要重複觀看。"

課程內容具挑戰性，建議學習者具備數學或經濟學背景。

"數學推導的部分對於沒有相關背景的同學可能會有點吃力，建議先修一些最佳化理論的課程。"

"課程難度不低，需要花費很多時間理解背後的數學，如果沒有紮實的基礎會很吃力。"

"對於沒有經濟學或數學背景的學生來說，門檻較高。有些章節的概念比較難吸收，如果能提供更多的輔助材料或練習會更好。"

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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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Reading list

We've selected six books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in 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)).