Game Research of Marketing Channel Conflict

Channel conflict is an important part of channel management. With the increasing competition, people pay more and more attentions to channel conflict issues. This article considers the members of the channel as rational decision-makers and uses game theory to explore the causes of vertical and horizontal channels conflict, and believes that rational people to pursue their own interests is the most basic motive of the channel conflict. It aimed at stimulating the enthusiasm of dealers and restricting the non-cooperation of distributors, so as to create the "best" dealer and marketing system and finally ensure the development of the channels stable and healthy.