Channel Power, Conflict, Coordinate And Channel The Interests Of Economic Analysis

In today's increasingly fierce market competition, the modern enterprise competition is no longer simply between individuals more performance for channel competition, the competition between whole upstream and downstream. Marketing channel is to promote a product or service by using or consumption successfully set interdependent organization, bear the will channel for an effective integration of upstream and downstream of the organism duty. But because each enterprise is independent economic organizations, the pursuit of its own profit maximization operators its short-term interests more, plus members in uncertainty and economic environment of the asymmetric information channel member, must cause the relationship between full of instability and complexity. Therefore, from the perspective of relationship marketing channel member, completes the integration and management is actually enterprise stakeholders relations resource integration and management, marketing channels appeared in a new direction of circumstances, enterprise more should change the idea, constructs the reasonable channel organization structure and the interest-distribution mechanism, and to enhance the competitive advantage.For study conflict and directs the existing channels enterprises have reached cooperation goal, the article in channels for profit distribution, and power distribution as the core, using game theory, economics model of marketing channel based tools as the cooperation between enterprises, will be launched research competition between channel theory, market forces, longitudinal restraint, transaction cost theory combining quantitative model introduced to marketing channel management research field, integral to reveal the complex relationship between enterprise and the channel of evolution rule. In line with the static analysis to dynamic analysis method, through the study of cooperative game and cooperative game model, further research in channel benefits under the evolutionary game channel member of initial investment, distribution of interests and analysis the influence of cooperative path to channel transaction cost, and points out that both gains impact based on the profit distribution pattern and contribution to the bargaining model of distribution mode under. In the key research cause the interest distribution channel conflict and examined under different market structure, the strategy of marketing channel efficiency and the welfare effect changes, thus revealing the economic motivation is what cooperation, influence factors of cooperation evolution path, the distribution of the profits of the influence of cooperation motive way, different market structure of economic behavior under channel members of the influence of benefits and welfare channels. For enterprise reasonable construct marketing channel organization structure, and in the channel between members to establish good partner relationship, solving unnecessary conflicts, thereby reducing conflict level for both parties to make suggestions.