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Marketing Channel Horizontal Conflicts and Countermeasures Discussion Based on Game Theory

Longwen Zhao, Yan Long

Open publisher page 1 citations

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.

About this research paper

What this paper is about

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.

Why it matters

OpenAlex reports 1 citations for this work. Citation counts describe recorded attention and do not establish research quality.

Key contribution

A contribution statement is not available in the OpenAlex record.

Method / approach

Method details are not available in the OpenAlex metadata.

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Available 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.

Key concepts: Game theory, Marketing channel, Phenomenon, Channel (broadcasting), Incentive, Punitive damages, Computer science, Revenue

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Marketing Channel Horizontal Conflicts and Countermeasures Discussion Based on Game Theory — Research Paper | ScholarLens