The Research Of Internet Marketing Channel Conflict And Cooperation Model

Along with the continuous development and pervasion of Internet Technology, globalization trend of international networking leads the human society into an information era. Resulting from this environment change, corporations have to adjust their channel forms or innovate new ones, such as channel flatting, network marketing channel exploitation, etc, in order to adapt to competitions and customers'needs. As a new channel form and concept in the information era, network marketing channel develops rapidly, and becomes gradually one of the main channel forms. Channel reformation, however, consequentially gives birth to channel conflicts. Moreover, conflicts resulted from this condition are severely destructive. Based on above reasons, this dissertation mainly focuses on the analysis of the conflicts of network marketing channels, and introduces corresponding strategies to coordinate the conflicts.By using the game theory and model analysis, this dissertation analyzes the potential channel conflicts derived from network channel, and builds up corresponding cooperation mode basing on them. Firstly, this dissertation introduces the concept of network marketing channel, channel conflict, cooperation theory, game theory, etc. Then, it builds up Cournot data model according to complete-information static game and incomplete-information static game theories, explains the conflicts between manufacturers and agents, which are the vertical channel conflicts appearing in network marketing channel, and derives cooperation strategy for network channel vertical channel by exercising Pareto Effective Cooperation Protocol and Nash Balance.Furthermore, double channel conflicts in network marketing channel, the conflicts between direct and indirect network marketing channels, are analyzed. The mathematic model is built up based on Tsay and Agrawal model to analyze the demands and profits from direct, indirect and double channels, then a cooperation plan for direct and indirect network marketing channels is derived. Finally, this dissertation also states the conflict between network marketing channel and traditional marketing channel, and its origin. With induction method, it provides corresponding feasible cooperation strategies.There are many types of conflicts in network channels, and many guiding rules and practical countermeasures in channel conflict management. Basing itself upon manufacturers, this dissertation concentrates on analysis and research on the three conflicts and cooperation modes in network marketing channels. It also broadens the horizon of managers, and puts forward some thoughts or methods to solve the problems.