基于博弈论视角的营销渠道冲突分析与有效机制构建——以黑龙江乳业集团为例

Marketing Channel Conflict Analyzing and Effective Mechanism Construction Based on Visual Angle of Game Theory——Heilongjiang Dairy Group as Example

针对营销渠道冲突导致渠道效率下降甚至渠道系统功能失调的危害性,结合黑龙江乳业集团的营销渠道冲突管理实际,基于博弈论原理,采用归纳演绎、类比分析、逻辑推理等方法,评析了营销管理中的水平渠道冲突、垂直渠道冲突及多渠道交叉冲突的成因,并架构了可以有效解决营销渠道冲突的博弈共赢机制,包括渠道成员战略联盟机制和渠道冲突管理奖惩机制等。

Against to the harmfulness of the marketing channel conflict caused the channel efficiency dropping and the channel system dysfunctioning, combined with the marketing channel conflict management practice of Heilongjiang Dairy Group, based on the principles of game theory , applying the method for the induction ＆ deduction,analogical analysis,logical reasoning,etc,evaluated and analyzed the causes on the level channel conflict, the vertical channel conflict, and multi-channel cross-conflict in the marketing management. The game and win-win mechanism was constructed to effectively resolve the marketing channels conflict,including the channel members strategic alliances mechanism and channel conflict management rewards punishment mechanism.