摘要:博弈论,又称对策论,是使用严谨的数学模型研究冲突对抗条件下最优决策问题的理论,是现代数学的一个新分支,也是运筹学的一个重要学科."博弈论"与传统咨询工具相结合,可以帮助企业开启解决战略定位、价值塑造、商业模式等疑难杂症的新视角.在企业营销管理中,灵活运用博弈论,可以让企业在做决策时使自己的效益最大化,从而在与竞争对手的博弈中立于不败之地.%game theory, and game theory, is the optimal decision problem using conflict research rigorous mathematical model against the conditions theory, is a new branch of modern mathematics, operations research is an important subject.The "theory" combined with traditional consulting tools game, can help enterprises to open a new perspective to solve the strategic positioning, value creation, business models and other Difficult miscellaneous diseases.In the enterprise marketing management, flexible use of game theory, so that enterprises can make their own benefit maximization, so as to be in an invincible position in the game with the competitors.