Research On Management Entorpy Of Marketing Alliance System

The marketing alliance can help the enterprises to make up the shortage of the market,and use the superior resources of other parties to develop the market and share the risk sharing,so as to improve the market competitiveness of the enterprises,and now it has become the main organization form of the market economy.However,because of its loose internal relations and changes in the external environment,the marketing alliance is mostly unstable,and many studies show that only a small number of successful alliances are available.Therefore,it is very necessary to study the stable development mechanism of marketing alliance.The marketing alliance must be examined from the perspective of complex systems,because the factors that affect the development of marketing alliance are complex.The existing research has shown the complex mechanism of these factors and their functions from different angles,and more importantly,the role of these factors is not a one-way causality type,and more is the effect of these factors.Feedback causality type.In the perspective of complex system,the dynamic mechanism of the stable development of the marketing alliance system can be examined around the management entropy,because the management entropy studies the disorder degree of the enterprise or organization,and the entropy value is also used to judge the stability and performance level of the enterprise,that is to say,the concept of management entropy can be used for the Marketing Union.The dynamic development mechanism of the alliance is analyzed.Based on this cognition,this paper aims to study the management entropy of the marketing alliance system,in order to reveal the dynamic mechanism of the stable development of the marketing alliance and put forward the management suggestions for the promotion of the stable development of the marketing alliance system.The idea of this paper is the key factors influencing the marketing alliance management entropy by AHP,and using system dynamics analysis of these elementson the influence mechanism of the stability of strategic alliance,through the Vensim PLE simulation to analyze the impact of these factors on the stable development trend of alliance.On this basis,according to the survey data and the management entropy calculation method to determine the factors influencing the stability of strategic alliance management entropy,dissipative structure based on the Brusselator model of escape to determine whether the marketing alliance in the dissipative structure in the stability critical point,and give the marketing alliance management suggestions.The research contents of this paper include:Firstly,this paper combines qualitative and quantitative analysis method,the factors affecting the alliance management entropy divided into matching,interaction and win-win three modules,using the causal relationship between each module internal flow diagram to explain its impact on the stability of strategic alliance path,on this basis,using AHP to choose the key factors elements of module integration processing and ultimately the formation of alliance system complete flow chart.The relationship between variables set,parameter assignment and function form estimation to simulate the dynamic operation process of marketing alliance,and then test the effectiveness of the research and application of Vensim model using PLE,the change in the model of single factor and multi factor combination,the change trend of marketing alliance stability observation.Secondly,the paper on the main influencing factors were analyzed by using dissipative orderly alliance management theory and entropy theory,the negative entropy generated by means of questionnaire to analyze the elements of the alliance is entropy and external factor,to determine the impact of the indicators on the stable degree of alliance orderly according to the theory of dissipative state to determine the stability of alliance.Based on the above analysis,we get the marketing of complementary resources,experience of alliance,the single factor of the distribution network in the execution of improvement will reduce the union positive entropy,and has a positive impact on the stability of the alliance,but to a lesser extent,while increase mutual trust,reduce process control and internal conflict,positive entropy change greatly the stability of the alliance also changed greatly.In addition,the study found that when the marketingalliance stability at the critical point,between enterprises dependent shortage,lack of experience,the exclusive marketing alliance resource sharing and distribution network execution and the lack of positive entropy is bigger,but not the strength of policy support,lack of market demand,laws and regulations are not sound enough,the same alliance's development level is low and the negative entropy smaller coalition to promote the development of weak external factors such as production,which leads to the instability of the alliance.