The Research Of Horizontal Channel Conflict And Management In The Marketing Channel Of Enterprises

As a channel conflict, horizontal channel conflict is one of the problems to enterprises. In marketing reality, it occurs frequently because of the contradiction between individual and collective rationality of channel members. If we cannot be able to manage it effectively, it will have a direct impact on the relationship and operational efficiency of channel and the performance of channel members, even destroy entire channel. Therefore, the effective management of horizontal channel conflict is not only significant to channel management, but also an important guarantee to a long competitive advantage of enterprises.This paper uses the method of game theory and the theory of horizontal channel conflict, mainly analyzes horizontal channel conflict and its management strategy. First, it introduces the correlative theory of marketing channel conflict, horizontal channel conflict and game theory. Second, it builds Hotelling Model, The Tragedy of Commons Model and Channel Flow Diversion Model respectively according to the theory of incomplete information static game, then uses the idea of game analysis and mathematics to reach the final conclusions by clarifying the game relationship and game course. Finally, according to the problems and conclusions raised by the three models above, it comes up with the corresponding channel conflict management strategies: by using the channel power of internal and external channel managers; by making the reasonable distribution density; by choosing the appropriate distributors and inspiriting them reasonably, establishing a rational pricing management system and a strategic alliance.This paper arrives at the following conclusions through the research of horizontal channel conflict: First, one of the important causes of horizontal channel conflict is the contradiction between individual rationality and collective rationality. Second, the contradiction between individual rationality and collective rationality leads to the excessive use of public resource and also a waste of them. Third, in the final analysis, the cause of Channel Flow Diversion in Horizontal Channel is the contradiction between individual rationality action and collective rationality action.