A Theoretical And Empirical Analysis On Channel Conflict Management Of Enterprise

As the development of socialism market economy of our country, the buyer's market has been built, and the market competition is becoming more and more keen. For many products, the means of market competition has been transferred from purely using price strategy to using many kinds of marketing strategies. Among them, the strategy of making use of steady and high 'effective marketing channel to make sure its competitive edge is been used more frequency than others. What coming along with this strategy is the increase of the conflict in enterprise channel. Furthermore, nowadays, it has already developed to a kind of very common phenomenon. How to effectively managing the conflict in enterprise channels becomes an unavoidable and difficult problem to the enterprise of our country.While in the western academia, the problem has been studied deeply and quite systematic theory of managing conflict has been built. Therefore, it is important to absorb and study the western theory of conflict management.This thesis, based on the systematic generalization of the western management theory of channel conflict, deeply and clearly analyzes the current condition of channel conflict of enterprises in our country and puts out the basic strategy of managing channel conflicts of enterprise in our country from the perspective of strategy. This thesis includes four chapters:Chapter 1 mainly systematical introduces and generalizes the western theory of channel conflict management. This chapter, beginning with the introduction of the definition of channel conflict, generalizes the types of channel conflict. Then, it presents the core contents of the western theory of channel conflict management (the reason of channel conflict and the basic strategy of channel conflict management).Chapter 2 deeply and systematically analyzes the problem and the sticking point of channel conflict management of the enterprises in China. The part presents the reality of channel conflict, and generalizes the characters. Furthermore, it analyzes the reason of channel conflict, connecting with the marketing environment of the local enterprise. In the end, it points out the sticking point of channel conflict management of thelocal enterprise.Chapter 3 deals with the strategy of channel conflict management of the local enterprise. It discusses the goals, the basic principles and the steps of channel conflict management of the local enterprise. Then, it presents the basic strategies for the local enterprise to managing channel conflict.Chapter 4 is the part of positive of this thesis and it analyzes the strategy of channel conflict management of a famous company in our country.