The Research On The Theory And Application Of Mareting Channel Conflict

With the constant development of the socialist market economy of our country, the market competition is becoming more and more keen, the means of product 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, it has already developed to a kind of very common phenomenon. How to effectively manage the conflict in enterprise channels becomes a difficult problem for enterprises.At first, the thesis describes channel conflict from its definition, classification, formation process and influence function etc. On the base of these knowledge, from the research angle of sociology, the paper exercises the theories of organization behavior science to analyse the reasons of channel conflict from four aspects of objective foundation, mechanism reasons, direct reasons and environment reasons;From the research angle of economics, we look channel members as reasonable decision maker, this paper constructs two kinds of game models to illustrate that channel member can maximize self interest through baffling other member to acquire certain product information.Therefore, the occurrence of channel conflict is unavoidable.Then, on the foundation of the analysis on channel conflict reasons, the thesis establish the system frame of channel conflict management, and put forward the management strategies and methods for the stages of channel conflict prevention, handle, stir up etc, it introduces relationship channel strategy and the strategy of making whole channel excellent into channel conflict management, and also give the methods of using channel power to solve channel conflict. In the paper, I introduce" prisoner predicament" model and discuss the condition of cooperation among channel members, and also put forward three kinds of valid methods that manufacturers manage and control channel conflict.At the end, I select three different enterprises as research object, aiming at the different channel conflict manifestation forms of the three enterprises, I analyze different reasons in every enterprise. At the foundation of these, I apply the theories of channel conflict management into practice and put forward different channel conflict management strategy suit to every enterprise.