dc.description.abstract | Traditional research identified the marketing channel topic almost focus channel member and composition, institutional. And there is a unique attitude about marketing channel composition analysis use the game theory, and propose a reasonable explanation for some channel organizations composition phenomenon.
The research is trying to use game theory and proportion concept, probe into the question that the manufacturer is choosing the decision on sale throughout the channel or direct customer by oneself to have and comparative pluses and minuses.
In the IT service industry, the factory almost direct sell to customer, because them must consider the cost question on manpower, but the distributor personnel has very different quality, company’’s stability is also greatly considered. And in the global environment, no matter software or hardware, the profit is not enough form products. How to creating higher additional value and profit and improve the taking rate of market throughout the marketing channel, it has been the question that the factory has thought deeply all the time. This research through IBM and Oracle company’s distributor’’s cooperation, to find out the rightest distribution strategic decision. In the different channel strategic decision and consider add value, situations of the manufacturer leader or the channel leader, use and is comparable to the game theory, probing into it when factory and distributor’’s position in the channel are different, entity products and service selling the cooperative mechanism and can increase the profits of both sides. And consider the competition relation in the nullity channel, analyses to compare with situation with single distributor in the channel. At the end of our research, some results are surprising, which set up the benchmark comparisons for future work in this area.
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