Tourism Distribution Channel Conflict Formation And Control Research Based On The Supplier Perspective

The development of Internet technology caused great changes in the field of marketing channels. The emergence of e-commerce is a huge shock to the traditional marketing system. Conflicts in the large and complex marketing system are inevit able, and the causes and forms of conflict are varied. Channel conflict problem gradually become supplier enterprises’ difficulty, this paper is supposed to provide some useful suggestions to resolve these conflict problems.In this paper, we will stand by the perspective of travel suppliers(hotels, for example) to study the causes of conflict and control strategies in the tour ism distribution system. The progress of network technology not only has given rise to a number of very powerful online travel agents(OTA), formed the huge impact to the traditional travel agents, at the same time, also makes the travel products suppliers(hotels, airlines, the scenic spots, etc.) have the opportunity to directly sell tourism products to travelers. As tourists tend to search travel information, make comparison, purchase and share feelings though online, distributors’ channel power is more and more influential, the imbalance of power will inevitably cause conflict between supplier and distributors.Combined with the literature of channel conflict and hotel experts in-depth interviews, Summed up the direct causes of channel conflict mainly include:(1) The differences among channel members(2) the lack of effective internal management mechanism.( 3) The channel power distribution imbalance between channel members.(4) The tourists power boost. Internet changed the disadvantaged information position of visitors, tourists can get more and more information, they became "smarter", produce more and more free-rider behavior between channels, but distributors can’t punish consumers, will turn to sanctions against hotels, and provoke conflict between hotels and distributors. And further on the basis of qualitat ive analysis, the introduction of game theory with "prisoner’s dilemma" as the prototype, in order to find out the essential reasons of tourism channel conflict:(1) The hotels and the distributors are in order to realize their own best interests as the goal, ignore the system optimal, however their optimal but not collective optimal choice, reflected the conflict between individual rationality and collective rat ionality.(2) The lack of effective information communication mechanism between hotels and distributions. Hotels and distributors make decisions ignoring the other person’s reaction function, the lack of effective information communication, lead to the final can’t achieve maximum profit, reflected the conflict between long-term cooperation and short-term interests orientation.In chapter 4th built the model of Stackelberg dynamic game on the basis of essential cases of tourism distribution channel conflict. Respectively build Hotel- Distributors non-cooperative game model and Hotel- Distributors cooperative game model.In non-cooperative model the hotel is a leader, in cooperative model hotels and distributors put the common interests maximizat ion as the goal. Proved by mathematical calculation and calculate the optimal solut ion of the two models. The result shows: the total profit of channels in cooperation game model always higher than in non- cooperative game channel in any market conditions, that is, control the conflict between channels, make the total profits as a common goal between members, and help to improve the efficiency of the whole channel system. In the cooperative model hotels can through the decision of commission to distribute profit reasonably and effectively within the system. It can make distributors willing to cooperate with hotels also will be effectively constrained in behavior. So as to reduce and elim inate the conflict, encourage hotels and distributors from non-cooperation to cooperation.