基于博弈分析的家具营销渠道冲突管理研究

发布时间：2018-05-05 15:05

本文选题：家具企业 + 营销渠道　；参考：《北京林业大学》2016年博士论文

【摘要】：随着我国经济步入新常态,家具产业增长速度趋缓,家具业面临结构调整,家具企业面临激烈的竞争。随着竞争的加剧,传统渠道的变革,家具企业营销渠道冲突频频发生,渠道关系缺乏稳定性。如何加强营销渠道冲突管理成为家具企业面对的一个重要课题。本文试图对渠道冲突进行定量分析,以博弈论为理论依据,以探讨渠道冲突的危害和形成机理,并以家具企业为例进行了实例验证；同时,通过实证研究对家具营销渠道冲突原因进行了分析,进而提出具体的家具营销渠道冲突管理策略。营销渠道冲突管理是企业渠道管理的重要组成部分,家具企业要想获得长足的发展,必须采取有力措施和手段对渠道冲突进行有效管理,把渠道冲突控制在一定的程度和范围内。本文主要对我国家具产业发展的概况进行了介绍。对家具企业营销渠道发展现状进行了分析；利用博弈论对渠道冲突进行探讨,分析渠道冲突存在的根源和危害。以博弈论为基础分别分析了家具垂直和水平营销渠道冲突的危害,同时,分析了家具营销渠道冲突的形成机理：以斯坦克尔伯格模型及其扩展以及不完全信息动态博弈分析了垂直营销渠道冲突的动态博弈,对于家具垂直渠道冲突的产生过程有了更加清晰的认识和阐述。采用豪泰林模型分析了家具水平渠道冲突的形成机理及其危害。通过以上分析得出结论：营销渠道冲突是不可避免的,渠道成员的利益差异是营销渠道冲突产生的根本原因,同时,以家具企业为例对于上述模型进行了验证；对家具营销渠道冲突的原因进行了实证研究。通过以上对家具营销渠道冲突的原因进行理论分析和实证研究,提出了对家具企业营销渠道冲突进行管理的具体策略。本研究创新性地构建了家具营销渠道冲突管理的研究框架,采用博弈分析的方法对家具营销渠道冲突进行了静态和动态分析,并通过实证分析找出了家具营销渠道冲突的现实原因,对于提高家具企业营销渠道效率和营销能力,活跃家具市场,促进家具产业可持续发展具有一定的理论价值和现实意义。
[Abstract]:With China's economy stepping into the new normal, the growth of furniture industry is slowing down, the furniture industry is facing structural adjustment, and furniture enterprises are facing fierce competition. With the aggravation of competition and the change of traditional channel, the furniture enterprise marketing channel conflicts occur frequently, and the channel relationship lacks stability. How to strengthen the management of marketing channel conflict has become an important subject for furniture enterprises. This paper attempts to carry out quantitative analysis of channel conflicts, based on game theory, to discuss the harm and formation mechanism of channel conflicts, and take furniture enterprises as an example to verify, at the same time, This paper analyzes the causes of furniture marketing channel conflict through empirical research, and then puts forward specific strategies of furniture marketing channel conflict management. Marketing channel conflict management is an important part of enterprise channel management. If furniture enterprises want to make great progress, they must take effective measures and means to manage channel conflict effectively. Control channel conflict to a certain extent and scope. This paper introduces the development of furniture industry in China. This paper analyzes the present situation of the development of the marketing channel in furniture enterprises, probes into the channel conflict by using the game theory, and analyzes the root cause and harm of the channel conflict. On the basis of game theory, the paper analyzes the harm of the conflict between vertical and horizontal marketing channels of furniture, and at the same time, The forming mechanism of furniture marketing channel conflict is analyzed. The dynamic game of vertical marketing channel conflict is analyzed by using Steinkerberg model and its extension as well as incomplete information dynamic game. For furniture vertical channel conflict process has a clearer understanding and elaboration. The formation mechanism and harm of furniture horizontal channel conflict were analyzed by using Haoterin model. Through the above analysis we can draw a conclusion: the conflict of marketing channel is inevitable, the benefit difference of channel member is the root cause of the conflict of marketing channel, at the same time, take furniture enterprise as an example to verify the above model; This paper makes an empirical study on the causes of furniture marketing channel conflict. Through the theoretical analysis and empirical research on the reasons of the furniture marketing channel conflict, the paper puts forward the concrete strategy of the furniture enterprise marketing channel conflict management. This research has constructed the research frame of the furniture marketing channel conflict management innovatively, has carried on the static and dynamic analysis to the furniture marketing channel conflict using the game analysis method. And through the empirical analysis to find out the real reason of the furniture marketing channel conflict, which has certain theoretical value and practical significance to improve the furniture enterprise marketing channel efficiency and marketing ability, to activate the furniture market, to promote the furniture industry sustainable development.
【学位授予单位】：北京林业大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F274;F426.88

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