企业营销渠道合作博弈战略联盟

企业营销渠道合作博弈战略联盟研究摘要随着现代市场竞争的日益激烈，企业为了在市场竞争中占有一席之地，营销渠道的重要性就越发凸显出来，但是，在现实中，有竞争关系竞争的渠道成员往往为争取自身利益的最大化而产生剧烈的渠道冲突，这种剧烈的渠道冲突通常会使得渠道成员的利益受损，并影响营销渠道整体的正常运行。为了避免这种情况的发生，我们应该建立什么样的营销渠道关系?以及如何建立和管理这种营销渠道关系?成为业界认识和研究的重点。笔者认为有必要从合作博弈的角度对营销渠道关系进行深入的分析和研究，探讨建立合作博弈联盟，从而保护整个渠道成员的收益，从而使营销渠道达到高效运行。本文通过营销渠道理论、博弈理论入手，借鉴国内外理论研究成果，分析了合作博弈与非合作博弈行为，说明合作博弈收益使联盟获益更多，并结合我国渠道关系现状提出建立基于合作博弈的营销渠道战略联盟，为渠道成员企业带来的持久的竞争优势。本文通过分析各种国内外资料，首先对合作博弈战略联盟的内涵给予了界定；然后给出了构建合作博弈战略联盟的前提条件，接着进行了联盟构建的前期准备，通过合理利用层次分析法完成对战略合作伙伴的选择，并构建联盟运行的各种机制，及后续改进，最后就企业营销渠道合作博弈联盟的风险防范提出了几点建议和思考。关键词：营销渠道；合作博弈；战略联盟；风险防范ABSTRACTWiththeincreasinglyfiercemarketcompetition,iftheenterprisewantstowininthisenvironment,themarketingchannelsshouldnotbeignored,but,inreality,thechannelmembersincompetitionoftenstirupdramaticchannelconflictforthemaximizationofself-interest,thedramaticchannelconflictsoftenmakeschannelmembers'profitsdamaged，andaffectthenormaloperationofthewholeofmarketingchannel.Inordertoavoidthiskindofcircumstance,whatkindofmarketingchannelrelationshipsweshouldestablish?Andhowtobuildandmanagethismarketingchannelrelationship?Thesearebecometheimportantobjectofstudyandresearch.Theauthorthinksthatitisnecessarytocarryonthethoroughanalysisandtheresearchfromcooperativegameangletothemarketingchannelrelationship,andconstructstrategicallianceofcooperativegame.whichcanprotecttheprofitsofallthechannelmembersandimprovethewholechanneloperationefficiency.Thisarticleiswrittenonthebaseofmarketingchanneltheoryandthegametheory,whichhasprofitedfrommanydomesticandforeignfundamentalresearchachievements,withtheanalysisofthecooperativegameandnon-cooperativegame,usingthecooperativegametheorymodeltoillustratethecooperativeallianceobtainmorerevenuethanthenon-cooperative,Consideringthepresentdomesticmarketingchannelrelationshipssituation,weraisetheestablishmentofstrategicallianceofcooperativegame.Bringingthecompetitiveandcontinuesadvantageforthechannelmemberenterprises.Firstly,Thearticledefinestheconnotationofcooperativegametheoryofstrategicalliancebasedonthecomprehensiveanalysisofdomesticandforeignscholars’research；thengivingthebasicconditionsofconstructingcooperativegameofstrategicalliance.thengoonthethepreparationsofstrategicalliance,completingtheStrategicpartnerselectionwiththeoptimaluseofAHP,givingVariousmechanismsofunionrunningandSubsequentimprovement,ThisarticlealsoproposeseveralpondersandsuggestionstopreventionofstrategicallianceofcooperativegameinMarketingchannelsKeywords:marketingchannel;Cooperativegame;Strategicalliance;Riskprevention目录第1章绪论··············································································11.1论文选题背景······································································11.2论文研究目的意义·······························································21.3国内外研究现状···································································21.3.1国外研究现状······························································21.3.2国内研究现状·····························································31.4论文研究主要内容·······························································41.5论文特色之处·····································································5第2章论文相关基础理论·························································62.1营销渠道理论·····································································62.1.1营销渠道的定义··························································62.1.2营销渠道的结构··························································62.1.3营销渠道类型·····························································72.2博弈相关理论·····································································72.2.1博弈论的概念·····························································72.2.2博弈论的分类·····························································82.2.3博弈论的基本表达形式·················································82.3战略联盟理论·····································································82.4本章小结···········································································9第3章营销渠道的合作博弈···················································103.1非合作博弈与合作博弈·······················································103.1.1非合作博弈······························································103.1.2合作博弈·································································103.2营销渠道的博弈分析···························································113.2.1基础假设··································································113.2.2两种博弈结果的比较··················································123.3合作博弈的实现································································133.3.1渠道成员的地位平等··················································133.3.2健全的信用体系························································143.3.3建立长期的合作机制··················································143.4本章小结·········································································14第4章企业营销渠道合作博弈战略联盟构建···························154.1合作博弈战略联盟涵义·······················································154.2构建合作博弈战略联盟的条件··············································154.2.1渠道成员之间的沟通············