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
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;
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
DOI :
10.1109/FITME.2008.41
