The Anlysis Of Game Theory About Marketing Channel Conflict And Answer Statices

The marketing channel is made up by members who are with relatively professional functions. The ability of marketing channel to win the competition is originated from harmonious cooperation between members. But the members belong to the different economy body. So there must be different in interest between members! It is also the inherent cause that results in the marketing channel conflicts which take place frequently! The marketing channel conflict will induce the increase of dissatisfaction between members; cause the sharp decline of efficiency; even result in the turbulence of the function of the entire marketing channel. So how to manage the marketing channel conflicts becomes the very important problem which the director needs to consider at any time.The game theory is applied into the analysis of the marketing channel conflicts with the theory of marketing channel management. Firstly, I analyze the characteristics of the conflict, compose the model of game theory; then I illuminate the relations between players, and the process of the game; at last I deduce the equilibrium. In the second part, I propose the tactics for coping with the marketing channel conflicts, including the tactic of"choose partners of marketing channel by AHP", the tactic of"keep watch for the conflict by early warning"and the tactic of"profit distribution by the efficiency template".