The Study On Mobile Phone Marketing Channel Conflict In China

This paper focuses on the channel conflict of the mobile phone marketing, via the method of literature review and empirical research from the perspective of the mobile phone manufacturers. Channel conflict is a situation in which one channel member perceives another channel member to be engaged in behavior that is preventing or impeding him from achieving his goals. The object of this study is the devastating conflict in China mobile phone market.Using the "prisoners'dilemma" model and the "principal-agent" theory, this paper respectively analyzes the horizontal channel conflict and the vertical channel conflict. And based on the face-to-face interview with the manufacturers and distributors, combined the mobile phone characters, this paper hopes to give the manufactures some constructive suggestions about the channel conflict management.The conclusions of this paper include:(1) the root cause of the horizontal channel conflict is the contradiction between the individual rationality and the collective rationality; (2) the horizontal channel conflict can be solved by the intervention of the mobile phone manufacturers; (3) the manufacturers should design the incentives policy to have the distributors choose the behavior that the manufacturers want, which is helped to control the vertical channel conflict; (4) after the comparative analysis of the characters between e-business channel and the traditional channel, integrating two kinds of channels will ease the conflict effectively.