Research On The Management Mechanism Of Opportunism In Traditional Marketing Channels

At present,the frequent occurrence of channel opportunism has seriously damaged the market order and affected channel performance.This phenomenon has been widespread concern in the field of marketing.How to discover and effectively govern opportunism has become a realistic problem for managers.This thesis is based on the definition of opportunism,the form of expression,the former cause and the related literature of Channel opportunism governance.And taking the governance of dimension opportunism as the breakthrough point,using the method of multi-case study,this thesis selects four companies with traditional channels as the research object,based on transaction cost and social exchange theory.Finally,the proposition of effective governance mechanism of different opportunism is put forward by literal replication.On the basis of case study,dynamic game model is used to analyze the selection of the governance mechanism of different opportunism and the validity of the mechanism,and verify the relevant proposition.Through the research,we get the effective governance mechanism of different types of opportunism.The governance mechanism of Violation is given first place to formal governance and supplemented by informal governance.The governance mechanism of Evasion is given first place to informal governance and supplemented by formal governance.The governance mechanism of Refusal to Adapt is the informal governance that combines the negotiation mechanism with the participation mechanism.The governance mechanism of Forced Renegotiation is the informal governance with the negotiation mechanism.In addition,the profit motive,low goal consistency and the difference of operating philosophy are the subjective reasons for the dealers' opportunism.Supplier's dependence on dealers,incomplete contract,lacking of attention of senior executives,inadequate supervision,and unreasonable incentive design are the objective reasons for the occurrence of dealers' opportunism.At the same time,it is found that governance mechanisms play a role mainly by increasing the cost of opportunism,reducing information asymmetry,increasing the consistency of goals and enhancing the trust.