The Study of Interest Sharing Mechanism of Marketing Channels Based on Cooperative Game Theory

The specialization and synergic effect of marketing channel members gets the source of channel benefits. However, the rule of interest coordination or alleged criteria of profits sharing is the significant basis for the stability of the members' synergic operation, which currently becomes one of the hot academic issues in marketing management. By Using the game theory and relevant method, this paper analyzes the interactions of each member and their relationships on interests sharing, and considers that the game among the alliance members keeps the cooperative game theory. According to this basis, this paper establishes a coordination mechanism of marketing channels based on cooperative game with the shapley value distributive system.