DocumentCode
2333299
Title
Marketing Channel Horizontal Conflicts and Countermeasures Discussion Based on Game Theory
Author
Zhao, Longwen ; Long, Yan
Author_Institution
Coll. of Econ. & Commerce, South China Univ. of Technol., Guangzhou
fYear
2008
fDate
20-20 Nov. 2008
Firstpage
456
Lastpage
459
Abstract
For horizontal conflict of marketing channel, this paper has studied the main triggers of channel memberspsila conflict by game theory. The main triggers include the revenue, cost, incentive and punitive mechanisms. The research model is ldquoPrisoner´s Dilemmardquo and ldquoNASH Equilibrium Solutionrdquo. Through analyzing the causes of transshipment phenomenon, this paper gave some control measures and solutions.
Keywords
game theory; retailing; NASH equilibrium solution; countermeasures; game theory; horizontal conflicts; marketing channel; prisoner dilemma; transshipment; Business; Costs; Educational institutions; Game theory; Information management; Information technology; Marketing and sales; Marketing management; Seminars; Technology management;
fLanguage
English
Publisher
ieee
Conference_Titel
Future Information Technology and Management Engineering, 2008. FITME '08. International Seminar on
Conference_Location
Leicestershire, United Kingdom
Print_ISBN
978-0-7695-3480-0
Type
conf
DOI
10.1109/FITME.2008.41
Filename
4746532
Link To Document