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陈阳阳 《中小企业管理与科技》2013,(25)
营销渠道使商品从生产商经过中介到达购买者成为可能,渠道的和谐性关乎企业利润的实现,但是营销渠道的冲突和竞争却是市场营销中普遍存在的现象,这直接影响到了制造商和经销商利润。本文从博弈的视角分析营销渠道冲突和竞争得出其根本原因是个体理性和集体理性的矛盾,具体来说就是渠道成员追求个体利益最大化的行为引起渠道冲突,导致集体利益的损失。因此,对经销商进行有效的激励和惩罚能够有效保障营销渠道的协调性,进而提高营销渠道效率达到渠道共赢。 相似文献
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论生产企业营销渠道优势的构建 总被引:2,自引:0,他引:2
本文从生产企业选择分销渠道成员的客观性、激励分销渠道成员的原因、生产企业对分销渠道成员的选择及二者之间的矛盾三个方面进行理论分析,并提出生产企业为了构建营销渠道优势所采取的对分销渠道成员的激励与控制对策。 相似文献
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张潜 《当代经理人(中旬刊)》2006,(8)
在市场经济条件下,家电制造业的技术、产品的同质化已成大势,企业产品在性能上的差异已经不能给它带来优势,整个产业的运作效率已达到了一定均衡状态,营销渠道的选择逐渐成为企业成功的关键。自建渠道是伴随着厂商之间的矛盾递深而发展起来的,尤其是“格力国美事件”发生后,自建渠道的发展更是一发不可收拾。本文通过分析比较了当前主要的两种营销渠道的优劣,结合当前的现状,分析家电行业未来的营销渠道策略。 相似文献
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利用博弈论的知识获取了纯策略精炼贝叶斯均衡下的分离均衡出现时的激励值,通过该激励值确定了渠道商的实际类型,为企业选取正确的渠道商提供了参考,具有一定的指导意义。 相似文献
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在经济全球化的大背景下,本土企业的经营环境也随着发生了重大的变化,传统的营销渠道结构已经不能适应新的经济环境的要求,为了应对挑战,本土经销商需要提高竞争力,再造营销渠道. 相似文献
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对保健品营销渠道的分析与探讨 总被引:2,自引:0,他引:2
营销渠道的选择对企业的营销起关键作用,文章通过传统营销渠道和新兴营销渠道的比较,以湖南艾克星集团为例,对保健品营销渠道采用新兴营销渠道进行了探讨。 相似文献
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营销渠道整合是企业提高营销效率的关键问题。本文从企业的顾客角度出发,提出营销渠道的整合可以从整合营销传播、整合组织结构、整合顾客体验三条思路中进行选择;为了有效整合营销渠道,必须从战略层次而非战术层次上来考虑,以实现企业和渠道成员之间的资源联接、利益共享和能力扩充;通过渠道的有效整合,可形成所有权型、管理型、契约型三种整合市场营销渠道的基本模式。 相似文献
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区域经销商品牌培育问题,我国无论在理论界还是在实践中目前均较少涉及.以经销商企业品牌培育为核心,形成与上游供应链相契合的下游供应链,是区域经销商品牌培育和完善市场控制力的必由之路. 相似文献
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This paper reports on an exploratory study of factors affecting the degree of voluntary information sharing by dealers in a distribution network. The dealer network of a manufacturer of materials for the construction and manufacturing industries provided the setting for the study. Results suggest that information sharing behaviour is shaped by mixed motives. Resource flows and dealer perceptions of the manufacturer's role performance emerged as the most important predictors of information sharing by dealers. Intrachannel competition was also negatively related to the flow of information from dealers. Implications for interorganizational theory and channel management are discussed in a concluding section. 相似文献
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SUPPLIER COMMITMENT IN RELATIONAL CONTRACT EXCHANGES WITH BUYERS: A STUDY OF INTERORGANIZATIONAL DEPENDENCE AND EXERCISED POWER* 总被引:2,自引:0,他引:2
This study is an examination of the relationship between dependence and power in vertical interorganizational relations. Using data collected from a US national sample of office systems/furniture dealers, power-dependence ties in low commitment supplier-buyer dyads were compared with relational contracting dyads characterized by high levels of long-term supplier commitment. When commitment was not considered, the exercised power of primary suppliers over dealer decisions was found to be related to dealer dependence on its primary supplier in ways that could be readily explained by social exchange views of power. In contrast, the relationship between exercised power and dependence was significantly different when the primary supplier -dependent buyer tie was characterized by the high supplier commitment of a relational contract. 相似文献
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《The Quarterly Review of Economics and Finance》2004,44(4):559-573
We examine the relative prices at which individual futures floor traders execute their personal trades, and search for the determinants of relative price aggression. Aggressiveness is the tendency to bid relatively high or offer relatively low. We find that both individual and market factors influence aggressiveness. Price aggressiveness is related to both a dealer’s overall position, and a position determined to be excess from a rational expectations framework. In addition, price aggressiveness is found to be a function of trade frequency, competition, customer orders, and changes in dealer wealth. 相似文献
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家用电器产品频繁出现的质量问题因直接威胁消费者的生命安全而备受关注。文章从质量成本的角度,分析了家电生产厂商与家电经销商在市场交易中的博弈过程,给出了家电供应链管理主体行为选择的变动趋势,最后从法律、行业协会、家电生产商和家电经销商等方面提出相应发展建议。 相似文献
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论文探讨了汽车厂商订单管理流程的具体实施,分析了订单管理对区域市场经营模式和经销商能力提升的促进。随后,论文详细研究了订单管理流程中最为重要的年采购目标管理流程、月采购计划流程和周采购计划流程。 相似文献
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在分析中国汽车市场竞争模式改变的基础上,进行了汽车区域市场现状研究。进一步通过探讨 顾客价值的重要意义,研究了汽车区域市场的价值管理,建立了相关的价值模型,分析了顾客、经销商和销售 代表价值。在此基础上,探讨了确保区域市场价值实现的汽车区域市场价值观的统一、基于价值的流程管理 以及绩效考核与持续改进。 相似文献
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小额物资包括零星物资和瓶颈物资。针对零星物资的采购,提出给使用部门人员授权的定点采购管理方式,并且以某啤酒集团为例探讨了该方法的实施方法和优势。企业关注更多的是能否及时地采购到瓶颈物资,其关注点是产品而不是成本。本文提出两种方法进行瓶颈物资采购管理:一种是同行企业之间进行战略协同;另一种是寻找有实力的经销商,和经销商建立一种以契约为基础的合作关系。 相似文献
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B. B. van der Genugten 《Statistica Neerlandica》1997,51(3):318-344
This paper considers the card game Blackjack according to the rules of Holland Casino's in the Netherlands. Expected gains of strategies are derived with simulation and also with analytic tools. New efficiency concepts based on the gains of the basic and the optimal strategy are introduced. A general method for approximating expected gains for strategies based on card counting systems is developed. In particular it is shown how Thorp's Ten Count system and the High-Low system should be used in order to get positive expected gains. This implies that in Holland Casino's it is possible to beat the dealer in practice. 相似文献