Research On Furniture Marketing Channel Conflict Management Based On Game Theory

As the Chinese economy gets into the new normal, the growth rate of furniture industry has slowed down, which leads to structural adjustment of furniture industry and fierce competition between furniture enterprises. With the aggravation of the competition and the change of traditional channels, furniture enterprise marketing channel conflicts occur frequently which leads to the unstability of channel relationship. As a result, how to strengthen the enterprise marketing channel conflict management has become an important issue of furniture business.This dissertation tries to do some quantitative analysis of channel conflict, with the game theory as the theoretical basis, to explore the harmful effects and formation mechanism of channel conflict. In the dissertation, the causes of marketing channel conflict are analyzed through empirical researches and some concrete management strategies are put forward. In order to obtain considerable development, furniture enterprises must take effective measures and means for effective management of channel conflict, and put channel conflict under control in a certain range.The innovation of this study lies in the constructing of the research framework of furniture marketing channel conflict management, making use of game analysis to illustrate furniture marketing channel conflict in both static and dynamic ways. And empirical analysis to identify the realistic causes of furniture marketing channel conflict. This has a certain theoretical value and practical significance in promoting furniture marketing channel efficiency and marketing capabilities, activating the furniture market, and enhancing the sustainable development of furniture industry.