营销渠道的冲突与协调研究——基于我国食品制造商和直接零售商合作博弈的实证分析

Study on Conflict and Coordination in Marketing Channel

当渠道的非合作导致的冲突被逐渐认识到时．渠道成员就会有意识地开展合作。那么,合作是否确实减少了冲突,增进了协调呢?本文利用博弈理论提出六个假设,然后用现代计量方法进行实证检验,最后得出以下结论:渠道合作博弈优于非合作博弈．渠道成员间倾向于合作博弈,合作博弈下的营销渠道纵向成员(参与方)选择为地位相当者;渠道合作博弈中普遍存在隐性冲突,其程度与成员影响力的运用有关;合作博弈下的渠道成员普遍比较协调,营销渠道成员合作的协调及持续协调与诚信公平相关。

When conflict from the non cooperation of channel has been known, the channel members will develop cooperation consciously. Does developing cooperation cut down conflict and build up coordination in faith？ The research is based on reviewing findings in existence, using game theory construct concept model of channel relation f＇trstiy, then putting forward six propositions or hypothesises, and then carrying through empirical testing with modern measure, finally educing conclusions as follow： Channel cooperative game excels noncooperative game; game among channel members is apt to cooperative game; Channel vertical members （players） choose members with correspond status in cooperative game; There is a ubiquity of latent conflict in cooperative game; the degree is correlation with power exercised; The channel members feel coordination at large in cooperative game; Marketing channel member＇ s cooperative coordination and persistence coordination correlate with trust and equity .