| Marketing channel is one of the core components of 4P (Product, Price, Promotion, and Place) theory of marketing. It is an effective tool for contemporary businesses to enhance their marketing competitiveness. As competition in China market becoming sharper and sharper, products become homogenous, low price strategies tend to be alike, and effectiveness and efficiency of promotion decrease, competitive advantage of marketing channel is emerging and swift to dominate companies' landscape. Winning channels winning markets, which spreads among businesses, vividly highlights the importance of marketing channel for the companies' future success.As the market competition environment changing, the power of channel members is changing, which shifts the channel power structure. To some extents, the power of manufacturers has diminished and the power of distributors has enhanced. In the meantime, the relationship among marketing channel members becomes more and more complicated and subtle. The relationship between manufacturers and distributors has changed from buy-and-sell to new cooperative partnership, which is the effective way to build marketing channel through their joint core competencies and mutually complementary advantages and shared resources. Thus the issues are raised: What is the precondition of their cooperation? What factors influence mutual cooperation? How is the profit allocated? And how can manufacturers and distributors cooperate with each other? All these are worth delving into greater depth in theory.This paper, from manufacturer perspective, employs the basic theory and research method of game theory: firstly, to make a comprehensive analysis of cooperation-competition game relationship between manufacturers and distributors in the marketing channel; secondly, to build manufacturer-and-distributor game capability evaluation systems; and finally, to raise mutual game equivalence condition and game strategies that manufactures can employ. |
PDF Full Text Request