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Research on Vertical Channel Conflict and Control in Enterprise Maketing Channels

Author: YangXiaoBo
Tutor: WangYiFeng
School: Xi'an University of Electronic Science and Technology
Course: Business management
Keywords: Vertical channels Game Model Channel profits Fuzzy Comprehensive Method
CLC: F713.50
Type: Master's thesis
Year: 2009
Downloads: 519
Quote: 2
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Abstract


Marketing channels are members of the specialized channels built by the function of the relative. Competitiveness of the channels from the function relative to the good cooperation of the members of the specialized channels. However, the channel members belong to different economies, each member must exist between the interests of the orientation of the different, the underlying reasons for this is the marketing channel conflicts occur frequently. For non-functional channel conflict, channel members will lead to mutual discontent growth, leading to the rapid decline of the channel efficiency, or even cause the entire channel system dysfunction. Especially for vertical channels, channel conflict, because it involves the relationship between the layers of the more frequent and complex. Therefore, how to control the marketing channel conflict, improve channel efficiency, has become the channel managers must focus on thinking. Paper uses game theory, control theory combined marketing channel conflict, conflict analysis of vertical marketing channels and to design vertical channel conflict control strategy. First analysis of the characteristics of marketing channel conflict and build a game model of channel conflict, namely: the vertical channels manufacturers and retailers at the same time decision-making model, vertical channels manufacturers dominated the game model, game theory and marketing channel management theory, clarify Game relations and Game process, solving the game equilibrium results. Then, according to the characteristics of the vertical channel conflict, the design channel conflict control strategy, namely: AHP-based vertical channel conflict control strategy, vertical channel conflict control strategy based on market control model and control strategy, based on the charges and rebates vertical channel conflict, based on vertical channel conflict relationship commitment coordinated control strategy. The application of fuzzy comprehensive evaluation of vertical marketing channel conflict control effect, hypothesis testing, to verify the feasibility of the control strategy. Finally, the introduction of the instance, quantitative analysis, instance validation control the effect of vertical marketing channel conflict, and enhanced the conflict control strategy can examination. The relationship between the paper through the analysis of channel members derive the relationship between product demand information and channel profits and channel members profit instance to verify the correctness of the model and specific conflict control strategy. Analyze and solve problems to be solved in the enterprise, the rich and the development of a vertical channel conflict control theory provides a new paradigm for the subsequent researchers.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Marketing
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