基于博弈论的网络营销渠道冲突分析-conflict analysis of online marketing channels based on game theory.docxVIP

基于博弈论的网络营销渠道冲突研究 优秀毕业论文 精品参考文献资料 摘要 目前，我国已进入知识经济时代，信息技术迅速发展，互联网的容量迅速扩 大，越来越多的制造商意识到网络销售的力量，开始试图通过电子商务网络直销 的方式向最终用户销售商品。网络营销渠道作为一种全新的商业模式一方面逐渐 显示出了其巨大的潜力，另一方面也对传统营销渠道构成了威胁。这种混合渠道 模式面临的一个明显的障碍就是来自于不同渠道的价格竞争与运营方面的冲突性 难题。当消费者既被传统营销渠道覆盖又被网络营销渠道覆盖时，两个渠道为争 夺共同的客户资源，必然会产生冲突，影响企业的发展。在这种情况下，就需要 对网络渠道冲突进行必要的“防范”和“治理”，减少冲突的负面影响。 本文主要研究了网络营销渠道与传统营销渠道之间的冲突，首先对相关理论 进行了详细的论述，包括网络营销渠道及网络营销渠道冲突的概念、分类等，并 对网络营销渠道与传统营销渠道进行了比较分析，对博弈论进行了理论阐述。从 企业营销以及渠道成员关系的变化方面，说明了网络营销对企业带来的影响及引 起的渠道冲突。然后，建立了两个渠道零售价格相同和不同时的博弈模型，对企 业引入网络渠道时，渠道冲突的形成原因及应实行的价格策略进行了分析说明。 最后，详细阐述网络营销渠道冲突的“防范”与“治理”，分析企业最初是否应引 入网络渠道及引入网络渠道的时机，介绍对冲突的监督、评价和发现冲突以后的 治理方法，以及解决网络渠道冲突的合作策略。 关键词：网络营销，渠道冲突，博弈模型，冲突管理  基于博弈论的网络营销渠道冲突研究 Abstract Abstract As the world goes into the era of kno wledge economy, the information technology is undergoing rapid progress, and the capacity of internet is expanding fast. More and more manufacturers realize the strength of internet marketing, and they try to sale goods to the consumers directly through the network. As a new business model, network marketing has vast potential, but it is also a threat to the traditional marketing. A n obvious obstacle this new mixed channel model faced is the price competition and operation conflict form the different channe l. When consumers are covered by both the traditional channel and the networks marketing channel, the two channels will inevitably produce conflict for the common customer resource, and this will affect the development of the enterprise. In this case, it is necessary to prevent and control the conflict to reduce the negative impact of the conflict. Firstly, this paper reviews the relevant theory. It contains the concept and classification of the network marketing channel and network marketing channel conflict, and the comparative analysis of the network marketing and the traditional marketing channel, and the exposition of game theory. It illustrates the impact and conflict of network marketing on enterprise mainly from the change of en