The Research Of Marketing Channel Conflicts Based On Game Theory

The effects that the marketing channel work on enterprises enhances gradually after entering 21 century, requires the further study to the channel strategy and management on the objective, especially the research to channel behavior. The marketing channel is considered as one of the key strategic elements for enterprises to gain a competitive superiority more and more in nowadays, In the research of channel behavior, channel conflicts is the most important field in marketing channel study. With the increasing studies to entire marketing channel theory, the significance of channel conflict theory studies act more and more obviously in this field.In the past, the research and analyses of channel conflicts are mostly based on determining the nature, and mostly rely on the experience gained from channel management. The quantitative analysis to channel conflict is then less in a few, absence explains that therefore more on instruction for conflict theory in a more scientific explanation way. With the applying in management field, game theory has provided the new implement in the research of marketing channel conflicts. In the past, the applying of game theory are focus on the explanation to the field of channel cause of formation, channel structure and the channel design, with less attention on channel behavior and channel control. This paper manages to use game theory combined with channel conflict theory to make a systematic analysis on these fields. Start with the deep-seated analysis to cause of channel conflict, focus on the process of channel conflict and channel control, then give some advice to channel control which are based on the angle of game theory. The full text is to analyse problems in the angle of game theory all the time, expect to provide some different angles in understanding channel conflict. Nowadays, marketing channel is considered as the key strategic element for enterprises to gain a competitive superiority, so this paper is hope to reach the following objectives: have a systematic understanding in the cause of channel conflict, the performance of channel members in decision marking, and how to control the channel conflict effectively.