The Research Of Amway Distributing Channel Conflict Management

The marketing distributing channel is of great importance in the commodity economy, as it's distributing function greatly affects the efficiency of the marketing.Channel co-operation, conflict and relationships have been an important area of research in marketing. There are numerous conflicts among members of market channel in reality, especially in Amway. With the development of the industry, the traditional channel has been experienced more and more competition from new marketing environment. Channel conflict has always accompanied the development of new marketing channel. Such as the introduction the Internet, Channel conflicts are intensified by the unique characteristics of the electronic marketplace.Channel members are susceptible to channel conflict as it has a great impact on the efficiency of operations of marketing channels. And in turn, it will have an impact on enterprise's overall profitability. Measures should be done to properly resolve the channel conflict.Firstly, the thesis elaborates the detailed principles to the conflict theory of the channel on the basis of the concept of the distribution channel and type structure, and analyzes the conflict impacts on different fields of channel of distribution channel, especially the impact on channel efficiency and the general reason of the channel conflict. Secondly, it introduces the development course and current situations of Amway. And it analyzes the concrete factors of causing the conflict of distribution channel of Amway. At last, deals with the strategy of channel conflict management of Amway, discusses the goals, the basic principles and the steps of channel conflict management of Amway. Then, it presents the basic strategies for Amway to managing channel conflict.