Research On Marketing Channel Alliance's Foundation And Governance

In economical globalization, product daily homogenization today, single enterprise depends upon own resources is very difficult merely to have the long-time competitive advantage in the channel, the idea which the cooperation win-win obtains the widespread approval, the loose transaction relations between channel members' transforms to the close alliance partnership. Marketing channel alliance has superiority and potential in speeding up reaction to the market, scale benefit, cutting down cost and sharing information. It attracts more and more attention of researchers and enterprises as a new channel method. At present in the course of our country's enterprise operation, the traditional transaction channel pattern and the emerging relations, the alliance channel fuses mutually, but the emerging channel alliance pattern still occupied in the various countries enterprises the practice fumble stage. So far, many scholars have done much research about the marketing channel alliance and acquired some fruits, but there are few systemic research conclusions about the foundation mechanism, operation mode and optimization strategy of marketing channel alliance in our country. Therefore this paper will research the foundation and governance by the numbers in order to provide theory references for marketing channel alliance practice in our country.This paper first refers to the theory background which forms the channel alliance, has carried on the summary to the domestic and foreign scholars regarding the channel alliance research, then has carried on the preliminary limits to the marketing channel alliance concept, clarifies the sort, character and foundation which constructs marketing channel alliance. On top of that is the core of this paper, the author mainly sets up four models which includes model of cooperation game theory, choosing alliance partner, benefit assign, performance evaluation. In the model of choosing alliance partner, the author applies Fuzzy-AHP method in order to offset the respective disadvantage. In the benefit assign model, the author improves shapley value method with adding alliance success probability and alliance partner's contribution to the effect that guarantee equity. When evaluating performance, integrates balanced score card and alliance control system, relates enterprise's current achievement to intending ability, makes the alliance action consistent with strategy target. Finally, the author integrates the marketing channel alliance develop trend with construction process, points out the risk and puts forward governance strategy.