The Cooperative Analysis And Conflict Management In The Distribution Channels

The economical globalization, the advance in technology and the development, the customer demand diversification and the personalization caused product the life cycle to be more and more short, causes the marketing environment which the manufacturer enterprise located to have the huge change. The manufacturing company of our country still continues to use and manages the traditional channel mode and management style in initial stage.At present makes the enterprise product, the service homogeneity degree is extremely high, the cost was in the lead into the most main competition strategy, because and supplied the chain from the system the angle considers the question, under the profit pressure, was in particular promising maintains the low cost gives up the grade of service the tendency. Facing the camp which day by day changes sells the environment, enterprise's center of gravity must by the traditional purchase and the manufacture changes through retails the channel provides the product and the service meets the user need comes up, retails the channel the management more and more is valued. Therefore, reasonably establishes the management retails the channel, is in under the current user actuation competition environment, enhances the user satisfaction, the enhancement enterprise competitive ability important way.This article research is precisely launches under above background. This article utilizes the system conformity thought, the introduction supply chain management strategy, will retail the channel to place studies take the manufacturer as in the central entire supply chain environment. From take the manufacturer as the central angle conformity entire supply chain strategy, proposed based on supplies the chain to retail the channel management. Under this premise, from supplies the environment in view of the channel management in question which the chain manages as well as sells in the channel each main member's relations to obtain, theoretically to retails in the channel management the cooperation and the conflict carrieson the analysis, then through establishes many gambling model to retail the present situation to our country enterprise which the channel exists to carry on the explanation, and the introduction drive mechanism to improves the existing restraint mechanism to provide the analysis and the suggestion. Formulates the marketing channel strategy for our country enterprise to provide has the significance the help, causes it to become the enterprise in the steep competition the unique competitive advantage, impels our country enterprise well to develop quickly in the market economy.