Research On Vertical Channel Conflict And Control In Enterprise Maketing Channels

Marketing channels were returned by functional specialization relative channel members to build from. Channel's competitiveness stems from a relatively specialized function of the good cooperation between channel members. However, the channel members belong to different economies, so the members are bound to exist between the interests of different orientation, which is the frequent occurrence of marketing channel conflict underlying reasons. For non-functional channel conflict, channel members will trigger dissatisfaction among the growth, resulting in the rapid decline in channel efficiency, and may even cause the entire channel system dysfunction. Especially for the vertical channels, because it involves the relationship between all levels and channels of conflict on the more frequent and complex. Therefore, how to control the marketing channel conflict and improve the efficiency of the channels have become channels for managers must focus on thought.Papers the use of game theory, combined with marketing channel conflict control theory, analysis of vertical marketing channel conflict and design of vertical channel conflict control strategy. First analysis of the characteristics of marketing channel conflict, build a game model of channel conflict, namely: the vertical channels at the same time manufacturers and retailers in decision-making model, vertical channels manufacturers dominated the game model, using game theory and marketing channel management theory, Game and Game to clarify the process of solving a balanced outcome of the game. Then, according to the characteristics of the vertical channel conflict, design channel conflict control strategies, namely: AHP based on the vertical channel conflict control strategy, market-based control model of the vertical channel conflict control strategy, based on the increase and the rebate of the vertical channel conflict control strategy Based on the relationship between the commitment to coordination of the vertical channel conflict control strategy. Application of fuzzy comprehensive method of vertical marketing channels to control the effects of post-conflict assessment, and hypothesis testing to verify the feasibility of control strategy. Finally, the introduction of examples of quantitative analysis of vertical marketing channels to control the effects of conflict examples of authentication, enhanced control strategy of the conflict assessment of.Thesis by analyzing the relationship between the channel members, the demand for information products derived from the profit and channels and channels the relationship between members of profits, through the examples of the model to verify the correctness and to propose specific conflict control strategy. Analyze and solve business problems in urgent need to enrich and develop a vertical channel conflict control theory, the researchers subsequently provided a new research paradigm.