Using Game Strategy to Manage Channel Conflict Dilemmas

Channel efficiency is one of the critical competitive advantages for modern companies. Channel conflict will affect the fluency of product distribution and the market efficiency seriously. The intensity and frequencies of the channel conflict has a direct effect on the determination of the success and failure of the channel. Based on Andrew J. DuBrin´s systematic analysis model of conflict, the channel conflict process of a software company has been analyzed. In order to describe the specific features of channel conflict, we applied game theory and Chinese trust building perspective to analyze the conflict and trust building process of the business partners.