Retailers Leading Channel Cooperative Game Research

This paper uses game theory to the analysis of the current features on theretailer-led channel cooperation, large retailers, channel partners should be thedominant channel dominant position, the pursuit of the channel profit maximization,channel members and win-win. In this paper three main core part, according to thearticle the logic circuit, first of all, evolved from the channel power to the course start,verify the channel has entered the large retailer-led era, the leading channel partnersthrough the channels of the retailer’s dominant position and the resulting retailerspossibility of in-depth analysis on domestic channels and the new era of factors maycause the channel change, IT and third party logistics; Secondly, verify that the channelsof cooperation through game theory is that the channel members the best choice, the useof non-cooperative game bargain in models, including a model of Cournot(the Cournot)model and the Stackelberg(the Stackelberg) model, comparative study on retailers andmanufacturers at the same time decision-making model and retailer-led decision-makingmodel, and analyze a cooperative game, by comparing the model data obtained analysisderived channels of cooperation is the optimal choice of a few conclusions; Finally,verify that the channels of cooperation in game theory on the basis of rational optimalchoice of channel members, the paper summarizes the guiding principles for thepromotion of cooperation in channel members, and analysis of retailer-led strategy ofchannel partners, in order to further enrich the research content, the paper analyzes thesuccessful experience of the7-Eleven supermarket, summed up the domestic retailersneed to use under the requirements of the new era of IT and third-party logisticsintegration channel structure, promotion of channel partners.