The Research On Betray And Forsake Of Marketing Channel Members Based On Organizational Psychology

Sales channel is becoming more and more important nowadays as the market's competition is fierce. As the existence of the channel's B&F, Seriously affected the performance of the enterprise. So how to deal with channel's B&F unexpected events, how to strengthen the governance and control channel's B&F becomes increasingly important. Theoretically speaking, marketing channel members are independent economic entities, especially in the competitive market environment, their business goals is difficult to exactly the same. Due to pursuit of business interests or because of competitive pressures, among the channel members produce more B&F behavior, B&F certainly lead to business operating costs, revenue, risk and other indicators of short-term operational changes, affect long-term objectives can't be properly achieved and business strategy implementation to achieve a normal deviation. From another perspective, the channel moderate B&F is the marketing activities of the propellant, so the old channel model is replaced by a new channel model, help enterprise marketing innovation, corporate strategy adjustment and strategic objectives.Nowadays, as old saying, "marketplace is battlefield" and "make a psychological attack is better than attack the castle." Marketing channel members B&F is behavior that Channel members to achieve their business objectives in order to engage in activities which hinder or help other organizations to achieve their own goals. The behavior of marketing channel members B&F is that channels B&F activity caused by the psychological, clear the psychological of channel members B&F, the Channel B&F issue can be an effective treatment or to avoid the occurrence of channel B&F. This thesis is based on the angle from the manufacturer to examine the marketing channel members B&F issue. Mainly through the right analysis of channel members B&F the Meaning, definition, characteristics and performance of the form, based on the basic knowledge of organizational psychology and Marketing channels behavior theory, analysis the motivation factor of channel members B&F, from the organizational psychology perspective to analyze the channel members B&F psychological, establish the Relational Model of Channel members B&F factors and based on process model that Organizational psychology of marketing channel members B&F. Proposed the governance strategy of marketing channel members B&F follows:Establish mechanism of channels B&F's Psychological coordination and communication,protocol binding,prevention and treatment.In this paper, from a strategic point of view, hold global and holistic perspective, analyze the organizational psychological activities of the channel members B&F, become the passive of channel members relationship to active, become the disadvantages of channel members B&F to advantages, optimization of channel system to achieve, Channel strategy to ensure the achievement of the objectives. Marketing channel management ultimately provide a complete and systematic theory to avoid or reduce the marketing channel members B&F the problem, in order to optimize business channels, improve efficiency and enhance the channels of channels, provide a theoretical basis for the management level.