Research On Strategic Alliance Of Cooperative Game Based On The Channel Conflict Control

Along with the rapid development of science and technology and the promotion of global economy level, today's market competition situation the competition of today's market become increasingly fierce, if the enterprise wants to win in this environment, the marketing channels should not be ignored. However, in fact, channel members in competition often stir up dramatic channel conflict for the maximization of self-interest, this kind of intense conflicts often make the channel members'profits damaged, and affect the normal operation of the whole channel, eventually lead enterprises to destruction. Therefore, the effective control of the channel conflicts has very important theoretical and realistic significance to protect the profits of all the channel members, improve the whole channel operation efficiency, and realizing the sustainable development of enterprise, etc. But the measures to solve the channel conflict mostly originated in the practical experience of the administrator before, was short of scientific analysis and explanation.Used the game theory, this paper scientific and comprehensively analyzed the causes of channel conflict and the process of decision-making behavior of channel members, and constructed cooperative game marketing strategy alliance, it could not only effectively control the channel conflicts, but could bring the channel members and the channel system higher yield, and could guarantee smooth running of the marketing channel. Firstly, this paper defined the connotation of cooperative game theory of strategic alliance based on the comprehensive analysis of domestic and foreign scholars'research; then combined the basic conditions of constructing cooperative game of strategic alliance with types of channel conflict, constructed three kinds of cooperative game theory model of strategic alliance from the angle of effective control of the channel conflict, including Supply Shared cooperative game of strategic alliance, prospective centralization cooperative game of strategic alliance and complementary strategic alliance cooperation game; then built model competing channel members of strategic alliance cooperation based on the above three control channel conflict of strategic alliances to comprehensive control the channel conflict on various factors; finally, for the purpose of avoiding risk better and taking prompt and accurate measures while the risk occurs, constructed cooperative game strategy alliance risk fuzzy comprehensive evaluation model based on the AHP-GEM by screening important indexes of the risk in cooperative game of strategic alliance, and gave suggestions, its purpose was to made an example for controlling the channel conflict of cooperative game of strategic alliance.