网络背景下手机分销商渠道冲突的博弈研究

发布时间：2018-04-18 01:39

本文选题：手机分销 + 网络背景　；参考：《北京邮电大学》2013年硕士论文

【摘要】：网络背景下,手机行业销售渠道主要发生了以下变化：一是传统手机分销商间的渠道冲突发生新的变化；二是新型渠道形式——网络渠道的出现；三是手机分销产业链的变革引起了渠道主体地位的变化——电信运营商在手机分销产业链中的主导作用越来越强。这些变化使我国手机行业渠道扁平化和多元化的趋势越来越明显。作为传统手机分销行业的重要中间环节——全国代理商,所面临的渠道成员关系更加复杂,渠道冲突类型更加多样,由此带来的损失也越来越大。因此,如何缓解渠道成员之间的冲突,提高渠道协同能力成为网络背景下国代商需要面对和急需解决的重要问题。本论文首先运用文献研究方法,对国内外关于渠道冲突的相关研究进行总结,并找到本文研发思路。接着通过运用具体的相关博弈模型分别对网络背景下国代商间渠道冲突的新变化,以国代商为代表的传统渠道与网络渠道间的渠道冲突和国代商与电信运营商间的渠道冲突三个方面展开分析,深层次地探讨了网络背景下国代商面临的渠道冲突的根源及冲突过程。最后结合博弈分析结果,从渠道协同的角度给国代商提出了渠道冲突管理对策和建议。
[Abstract]:Under the network background, the following changes have taken place in the sales channels of the mobile phone industry: first, the new changes have taken place in the channel conflicts among the traditional mobile phone distributors, the second is the emergence of the new channel form-the network channel;Third, the transformation of the mobile phone distribution industry chain has caused the change of the main position of the channel-the dominant role of the telecom operators in the mobile phone distribution industry chain is becoming stronger and stronger.These changes make our mobile phone industry channel flat and diversified trend more and more obvious.As an important intermediate link in the traditional mobile phone distribution industry, the national agent faces more complicated channel member relations, more diverse channel conflicts, and the resulting losses are becoming greater and greater.Therefore, how to alleviate the conflicts among channel members and improve channel coordination ability has become an important problem that national representatives need to face and need to solve urgently under the network background.Firstly, this paper summarizes the relevant research on channel conflict at home and abroad by using literature research method, and finds out the research and development ideas of this paper.Then through the use of specific relevant game models, respectively under the network background of the new changes in the channel conflict between the state and business,This paper analyzes the channel conflict between the traditional channel and the network channel, and the channel conflict between the state representative business and the telecom operator.In this paper, the origin and process of channel conflicts faced by state representatives under the background of network are discussed.Finally, combined with the result of game analysis, this paper puts forward the countermeasures and suggestions of channel conflict management from the angle of channel coordination.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F224.32;F724.1;F426.63

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