{"title":"Marketing Channel Horizontal Conflicts and Countermeasures Discussion Based on Game Theory","authors":"Longwen Zhao, Y. Long","doi":"10.1109/FITME.2008.41","DOIUrl":null,"url":null,"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.","PeriodicalId":218182,"journal":{"name":"2008 International Seminar on Future Information Technology and Management Engineering","volume":"45 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2008-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"2008 International Seminar on Future Information Technology and Management Engineering","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/FITME.2008.41","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 1
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.
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