A Theoretic Study Of Marketing Channel Conflict-Causes And Management

Effective marketing channel management is important to enterprise's long-term competitive advantages. Channel conflict is one of the basic elements in channel management. Influencing by the aggravation of competition, researches on channel conflict have received more and more attention. The traditional channel theory views marketing channel as a social system and studies the conflict problem through behavioral analysis. First, following the same method, this dissertation works on this problem through four aspects, namely: definition, classification, causes and results. Then, this paper constructs two kinds of models to illustrate why there should be conflicts in distribution channels. The finding is that interest is the basic motivation. Based on these conclusions, this thesis designs a reference frame for channel conflict, including formal and informal mechanisms. And proposes a new concept-"Zhi Zi Yi Lin" effect, which means that receiving the same advice, one deems his son wise while doubts his neighbor. In the end, this paper studies the impacts of channel construct, organization culture, power and communication on channel conflicts management.