基于博弈思想的营销渠道冲突研究-企业管理专业论文.docxVIP

摘要摘要 摘要 摘要 进入21世纪以后营销渠道对企业经营的影响日益增大，客观上要求对渠道 战略和管理进一步研究，尤其是对渠道行为的研究。营销渠道越来越被看成是 企业获取竞争优势的战略要素之一’，在渠道行为层次的研究上，渠道冲突研究 是渠道研究中的重点内容。随着整个渠道研究的增加，渠道冲突研究的重要性 也相应凸显。 以往对渠道冲突的研究与分析大多基于定性的基础之上，较多的依赖于渠 道管理实践的经验所得。在对渠道冲突的一些定量分析则较少，因此对冲突理 论的说明上缺少更为科学的解释说明。博弈论在管理领域的运用为研究营销渠 道冲突提供了新的工具。以往的博弈分析应用主要集中于解释渠道成因，渠道 结构和渠道设计方面，较少关注渠道行为与控制环节。本文运用博弈论这一工 具结合渠道冲突的理论进行了较为系统的分析，从渠道冲突的深层次原因分析 入手，探讨渠道冲突的过程，冲突的控制，再到渠道冲突一些博弈解决对策的 建议，全文始终都是站在博弈论的角度来分析问题，以期望能提供不同的角度 来系统理解渠道冲突。在营销渠道成为企业外部战略竞争优势因素日益显著的 今天，本文希望能为渠道管理者提供在较深层次的基础上来了解渠道冲突形成 的动因，渠道内成员决策行为的表现，以及如何有效的控制渠道冲突提供些许 帮助。 关键词：营销渠道，渠道冲突，博弈，冲突控制 AbstracIABSTRACT AbstracI ABSTRACT The effects that the marketing channel work on enterprises enhances gradually after entering 21 century,requires the further study to the channel strategy and management on the objective．especially the research to channel behavior．The marketing channel is considered as one of the key strategic elements for enterprises to gain a competitive superiority more and more in nowadays，In the research of channel behavior，channel confiicts is the most important field in marketing channel study． With the increasing studies to entire marketing channel theorythe significance of channel conflict theory studies act more and more obviously in this field． In the past，the research and analyses of channel conflicts are mostly based on determining the nature，and mostly rely on the experience gained from channel management．The quantitative analysis to channel conflict is then less in a few， absence explains that therefore more on instruction for conflict theory in a more scientific explanation way．With the applying in management field，game theory has provided the new implement in the research of marketing channel conflicts．In the past，the applying of game theory are focus on the explanation to the field of channel cause of formation，channel structure and the channel design， with less attention on channel behavior and channel contr01．This paper manages to use game theory combined with channel conf