在博弈中,参与竞争的各方互不相让,一方收益增多,另一方必然遭受损失,所以总收益永远为零,这被称为“零和游戏”。理论上成立的困境同样会在现实中上演,广告主、媒体和代理公司之间往往就是这样的一种关系,不论哪一方都希望自己获得的收益最大,但是这样的获利却是通过“剥削”另一方的利益实现,各方都不自知地处在“蛇咬尾”的恶性循环里,最终导致营销的市场逐渐萎缩,参与博弈的各方都无法实现自身的真正“盈利”。那么走出这一循环的关键在 In the game, all parties involved in the competition do not give in, one side gains, the other side will inevitably suffer losses, so the total return is always zero, which is called “zero sum game ”. The dilemma that is theoretically established will also be staged in reality. It is often such a relationship between advertisers, the media and the agencies that no matter which party hopes to maximize their profits, such profits are obtained through the “ Exploitation, ”the other side of the realization of the interests of all parties are not aware of the “ snake tail ”vicious circle, eventually leading to the market of marketing is shrinking, all parties involved in the game are unable to achieve their true “profit”. Then the key to getting out of this cycle lies