企业营销渠道合作博弈战略联盟.doc

企业营销渠道合作博弈战略联盟研究摘要随着现代市场竞争的日益激烈企业为了在市场竞争中占有一席之地营销渠道的重要性就越发凸显出来但是在现实中有竞争关系竞争的渠道成员往往为争取自身利益的最大化而产生剧烈的渠道冲突这种剧烈的渠道冲突通常会使得渠道成员的利益受损并影响营销渠道整体的正常运行。为了避免这种情况的发生我们应该建立什么样的营销渠道关系?以及如何建立和管理这种营销渠道关系?成为业界认识和研究的重点。笔者认为有必要从合作博弈的角度对营销渠道关系进行深入的分析和研究探讨建立合作博弈联盟从而保护整个渠道成员的收益从而使营销渠道达到高效运行。本文通过营销渠道理论、博弈理论入手借鉴国内外理论研究成果分析了合作博弈与非合作博弈行为说明合作博弈收益使联盟获益更多并结合我国渠道关系现状提出建立基于合作博弈的营销渠道战略联盟为渠道成员企业带来的持久的竞争优势。本文通过分析各种国内外资料首先对合作博弈战略联盟的内涵给予了界定；然后给出了构建合作博弈战略联盟的前提条件接着进行了联盟构建的前期准备通过合理利用层次分析法完成对战略合作伙伴的选择并构建联盟运行的各种机制及后续改进最后就企业营销渠道合作博弈联盟的风险防范提出了几点建议和思考。关键词：营销渠道；合作博弈；战略联盟；风险防范ABSTRACTWiththeincreasinglyfiercemarketcompetitioniftheenterprisewantstowininthisenvironmentthemarketingchannelsshouldnotbeignoredbutinrealitythechannelmembersincompetitionoftenstirupdramaticchannelconflictforthemaximizationofself-interestthedramaticchannelconflictsoftenmakeschannelmembers'profitsdamagedandaffectthenormaloperationofthewholeofmarketingchannel.Inordertoavoidthiskindofcircumstancewhatkindofmarketingchannelrelationshipsweshouldestablish?Andhowtobuildandmanagethismarketingchannelrelationship?Thesearebecometheimportantobjectofstudyandresearch.Theauthorthinksthatitisnecessarytocarryonthethoroughanalysisandtheresearchfromcooperativegameangletothemarketingchannelrelationshipandconstructstrategicallianceofcooperativegame.whichcanprotecttheprofitsofallthechannelmembersandimprovethewholechanneloperationefficiency.Thisarticleiswrittenonthebaseofmarketingchanneltheoryandthegametheorywhichhasprofitedfrommanydomesticandforeignfundamentalresearchachievementswiththeanalysisofthecooperativegameandnon-cooperativegameusingthecooperativegametheorymodeltoillustratethecooperativeallianceobtainmorerevenuethanthenon-cooperativeConsideringthepresentdomesticmarketingchannelrelationshipssituationweraisetheestablishmentofstrategicalliance