Marketing Channel Horizontal Conflicts and Countermeasures Discussion Based on Game Theory

摘要

For horizontal conflict of marketing channel, this paper has studied the main triggers of channel members’ conflict by game theory. The main triggers include the revenue, cost, incentive and punitive mechanisms. The research model is “Prisoner's Dilemma” and “NASH Equilibrium Solution”. Through analyzing the causes of transshipment phenomenon, this paper gave some control measures and solutions.