Research On Network Marketing Channel Conflict Based On A Game Theory

As the world goes into the era of knowledge economy, the information technology is undergoing rapid progress, and the capacity of internet is expanding fast. More and more manufacturers realize the strength of internet marketing, and they try to sale goods to the consumers directly through the network. As a new business model, network marketing has vast potential, but it is also a threat to the traditional marketing. An obvious obstacle this new mixed channel model faced is the price competition and operation conflict form the different channel. When consumers are covered by both the traditional channel and the networks marketing channel, the two channels will inevitably produce conflict for the common customer resource, and this will affect the development of the enterprise. In this case, it is necessary to prevent and control the conflict to reduce the negative impact of the conflict.Firstly, this paper reviews the relevant theory. It contains the concept and classification of the network marketing channel and network marketing channel conflict, and the comparative analysis of the network marketing and the traditional marketing channel, and the exposition of game theory. It illustrates the impact and conflict of network marketing on enterprise mainly from the change of enterprise marketing and the relationship of channel members. Then, this paper establishes two game models when the retail price of the two channels is same or different to analyze the cause of conflict and the price policy when the enterprise introduces the network channel. At last, the paper elaborates the prevention and treatment of network marketing channel conflict, analyzes if the enterprise should establish the network channel and time of the introduction, introduces the supervision and evaluation of the conflict and the methods of administering conflict, and cooperation strategy of solving the network marketing channel conflict.