Study On Channel Conflict Influence Factors In Maturity Period

Almost all the manufacturers have realized that the importance of the channel construction. The station of the middlemen in the channel draw more attention than before, to some extend, they completely have controlled the behavior of the manufacturers indeed, thus channel design and management have been a part of strategic adjustment that corporations adapt to the circumstance. Steady and well running marketing channel needs manufacturers many years to establish, so channel becomes a sort of more important exterior resource for manufacturers. Maturity is a most important phase in the development of client life cycle, how to reduce the conflicts of this phase and solve the conflicts is most important to the channel members for enhancing their cooperation and trust. The fully analysis of the cause of conflict equals to build the mechanism of conflict in advance, or solves the conflict before it develops to the destructive behavior.This paper studies the vertical channel conflicts between the manufacturers and the distributor from the aspect of retailer, discussing the relationship of the influence factors of channel conflict in maturity phase and conflict level makes the study results more pertinence and veracity, this is a kind of attempt that the author used to conquer the limitation of studies in existence can not show the dynamic of channel conflict influence factors. Firstly, in the base of literature research, this paper finds seven influence factors that influencing the channel conflict level, and put forward hypothesis about their relation with the channel conflict level, then on the base of channel conflict influence factors and channel conflict level scale that the overseas scholars have developed and used, through correcting the scale, analyzing validate factors, testing reliability and validity, confirm the dimension and questions of this channel conflict influence factors and channel conflict level, through correlation analysis and regression analysis, validate the suppose and analyze the result..The result indicates that in maturity, perceive difference, expectation difference and decision difference—three factors are the most important factors contribute to channel conflict level. Thus it can give tutorial advice for the marketing conflict management in maturity phase.