Research On The Relationship Of Marketing Channel

With the arrival of the new century, the economy of our country is in the period of growing at top speed, the buyer's market of the products has already taken shape, the market competition is fierce day after day too, the market competition of a lot of products has already been changed from the simple price competition to the multi-level competition gradually. Among them marketing channel is considered as the source that can bring the unique competition advantage to enterprise more and more, and new era channel demonstrate to multi-polar channel, integration channel, relationship of channel and development trend of combining etc. It is the major subject in this paper that how to grasp the trend of relationship of marketing channel correctly, to solve various kinds of conflicts in the channel rationally, to realize various kinds cooperation of marketing channel. This paper will spread out from four parts: In the first part the paper will mainly summarize and introduce the channel relationship, describe basic theory of economics and manage chiefly, and analysis and research deeply on the development trend of the marketing channel finally. In the second part the paper will carrying on research from conflict part of channel relationship mainly, analyzing the origin cause and management of channel conflict from economics (especially from game theory), certainly and the angle to analyze some from manage theory and practice too. In the third part the paper will spread from the cooperative part of the channel relationship mainly. The text will attempt to explaininherent origin cause of formation to member's cooperation of the channel with economics of transaction cost and game theory under not complete information, amortize with customer value theory to prove the value and meaning of channel cooperation afterwards, carry on from the cooperative form of channel between vertically integrating and complete marketing finally. In the fourth part the paper analyze and research the relationship of channel through a marketing case, China's household appliance industry of channel to (including channel conflict and channel cooperation) and propose some measure suggestions finally.