Research On Conflicts Of Fresh Agricultural Products Channel Members In China

As an important part of agricultural products channel, fresh agricultural produces play a significant role in households'daily life. However, it is not very easy to establish and maintain an efficient marketing channel for fresh agricultural products. Channel conflict is one of the factors on marketing channels of fresh agricultural products. Therefore, it is very meaningful to study channel conflict of fresh agricultural products both in theory and in practice.Based on the theory of industrial management, this paper studies channel conflict of fresh agricultural products by comprehensively using various research methods. At the beginning, the paper introduces the basic theory of characteristics of fresh agricultural products and channel conflict theory. And then it analyzes the current status on channel conflict of fresh agricultural products. Following that we proposed Game explanation in the course of channel conflict and investigated people's decision-making behavior in the course of channel conflict using Game model. Finally, we give the basic conclusions of this paper and put forwarded to some suggestions.The paper is mainly studying the channel conflict of fresh agricultural produces. The conclusions are: First, the four forms of channel conflict are vertical channel conflict, level of channel conflict, multi-channel conflict and falsifying. It is reason for channel conflict that channel members would like to maximizing the channel benefits. Second, total benefit can be maximized when members are cooperation through constructing Game model. Third, balancing channel power, developing channel management system and establishing effective information sharing system can effectively reduce the level of channel conflict.The main innovation in the article: firstly,this paper select the channel conflict of fresh agricultural produces for the study, a more systematic and completely study in the channel conflict of fresh agricultural produces. Secondly, based on industrial organization theory, it analyzes channel conflict of the fresh agricultural produces and explore Game model of channel conflict during decision-making behavior of channel members.