Researches On Channel Conflicts Between Doubule Oligopoly Marketing Channel Organization

With the deepening of economic integration and globalization, the fierce marketing competition and the sharpening of industrial concentration, corporations face a worsening environment. In order to win, more and more enterprises decide to focus on core competitive and build up strategy alliance to use precise resources mutually. The industrial leader is the major powerful member in the marketing network organization, so the marketing channel strategy for it is a hot point for entrepreneurs and experts.The paper used quantitative analysis methods to deepen the research on co-operation between the marketing channel members by answering two questions, the relationship between marketing strategies and self-conditions, and what rational attitude should the enterprise takes.At first, based on analyzing a great quantity of literatures and the current practice of industrial marketing channel construction, I raised a two-dimensional research framework of channel, channel strategy management dimension, and supply chain integration orientation dimension. According to this framework, I made clear the focal points of this paper.Secondly, by building up a series of dynamic game models, I quantitatively analyzed the difference of efficiency for the different channel strategy profiles, making clear the"noncooperative-noncooperative"worse than"cooperative-cooperative". And cooperative is the essence of the marketing channel strategy.At last, the best alliance contract is based on incentive compatibility. Incentive compatibility can encourage every channel member to join in channel alliance and can punish the member breaking the contract to assure the stability of the channel alliance.