The Research On The Conflict Of Vertical Marketing Channels Of Ancient Books In China

The related theory of conflict control of vertical channel.With the rapid development of Internet and digital technology,more and more ancient books publishing houses are aware of the power of network marketing and network channel distributors,and at the same time,they have relied on third party network platform or built their own network platform to carry out the network marketing of ancient books.The marketing channel structure of ancient book publishing house has entered the era of traditional ground marketing channel and new network marketing channel.On the surface,the ancient books publishing house has completed a new marketing channel integration,forming a new era of marketing the ancient books,but the reality is not as perfect as imagined.With the rapid development of network channel distributors and the increasing volume,the conflicts between network marketing channel and ancient books publishing house as well as the network channel and traditional channel are increasingly frequent,and the channel conflict becomes the focus and difficulty of ancient books publishing house.In particular,the vertical channel conflict between the ancient book publishing house and the new network channel is to a great extent affect the success or failure of books marketing activities of ancient books publishing house.How to reduce or even eliminate this vertical channel conflict is not only important to the ancient books publishing house,but also an important subject in the research of channel theory.In view of this,based on the research results of many experts and scholars,this paper analyzes the conflicts of vertical marketing channel and designs the control strategy by using game theory and related marketing theories.Firstly,on the basis of analyzing the conflict of marketing channels,a channel conflict game model was constructed,including the simultaneous decision model of ancient book publishing house and distributors in vertical channels,and the dominant game model of ancient books.Using game theory and related theories of marketing channels,this paper expounds the relationship and process of the game,and obtains the game equilibrium results.Then,according to the analysis result and the correlation characteristic of vertical channel conflict,the paper gives the centralized strategy of channel conflict control,namely:vertical channel conflict control strategy based on AHP,vertical channel conflict control strategy based on relationship commitment coordination,vertical channel conflict control strategy based on fare increase and rebate,vertical channel conflict control strategy based on channel construction and vertical channel conflict control strategy based on channel member selection.The paper introduces the Qilu Press as an example to verify the control of the vertical marketing channel conflict,in order to enhance the credibility of the channel conflict control strategy.On the basis of analyzing the relationship among the marketing channel members of ancient books,this paper deduces the relationship between the product demand information and the channel member profit and the channel overall profit through the Stackelberg model and its extension.This paper also verifies the correctness of the model through the example of Qilu Press,and gives the relevant strategy of channel conflict control.This paper analyzes and tries to solve the conflict problem that the ancient book publishing house needs to solve.