摘要
营销渠道分销商联盟是双方提高利润的主要手段之一,尽管联盟是不稳定的,但双方仍希望通过谈判形成联盟,并建立相互制约机制,此时,市场结构将从垄断竞争向卡特尔联盟转变,本文主要基于卡特尔模型分析营销渠道分销商联盟的可能性,并提出相应的合作机制设计。
Marketing channel distributor alliance is one of the main ways to improve the profit for both sides. Though the alliance is instable, both sides wish to form the alliance and construct mechanism to restrict each other through negotiation while the market structure will change from monopolization competition to Cartel alliance. This paper analyzes the probability of marketing channel distributor alliance and designs the contract mechanism based on Cartel model.
出处
《中国管理科学》
CSSCI
2006年第1期56-60,共5页
Chinese Journal of Management Science
基金
国家自然科学基金资助项目(70302017)
关键词
卡特尔模型
营销渠道
分销商联盟
机制设计
cartel model
marketing channel
distributor alliance
contract mechanism design
