本文分析了连锁营销渠道冲突频发的原因,认为渠道权力结构严重失衡是内因,制度环境有严重缺陷是外因,并用我国台湾地区与大陆的案例对比,验证了这个结论,而且用无限期轮流出价博弈模型作出了合理的分析和解释。由此引伸出治理渠道冲突频发的4条基本路径。 This paper analyzes the reasons for frequent conflicts in chain marketing channels. It considers that the serious unbalance of channel power structure is the internal cause, and the serious defect of institutional environment is the external cause. This conclusion is verified by the case comparison between Taiwan and mainland China, Game model made a reasonable analysis and explanation. This leads to the management of channel conflicts frequently four basic paths.