The Theoretical Study Of Enterprise Marketing Channel Conflict

Since the increasing difficulty in obtaining sustainable competitive advantage, increasing powers of brokers and wide application of internet in business world, the distribution channel management plays more and more important role in enterprise marketing management and has become a critical strategy for the business competition. Therefore, an efficient sales channel networks is crucial for the achievement of enterprise. However, a lot of companies suffer from the short-sighted behaviors, lack of tactics planning and execution in marketing channel management, which leads to intense channels conflict and paralyzing sale system. For the survival and development of these enterprises, their first and foremost task is how to improving the management of distribution channel conflict.Through analysis of the sources of channel conflict, my thesis aimed to provide a framework for the enterprise managers in order to resolving marketing channel conflicts. In addition, a brief theoretical discussion about the management of distribution channel conflict was included. The text was comprised of four chapters. First chapter, Introduction, briefly described the background and purpose of my current research, followed by the review of historical and latest advance in marketing channel management. Second chapter, Analysis of Distribution Channel Conflict, introduced the concepts, sources, classification and consequences of channel conflicts, primarily in terms of the social behavior study. Third Chapter, Study of Management of Channel Conflict, constructed a conceptual system for the management of marketing channel conflict. Fourth Chapter, Analysis of Power Exercise in Channel Conflict Management, addressed the relationship between channel conflict and the exercise of power of marketing members. The appropriate power distribution among channel members not only controls the origins of conflict but also facilitate the member cooperation by increasing their satisfactions.In conclusion, my thesis studied the problem of how to manage the marketing channel conflicts. The primary novelties of the approach are as follows:First, upon the basis of previous studies, my present work elaborated the origins of channel conflict and constructed a management system for channel conflict including the management principle and target, process and specific steps, as well as the strategies and methods. Meanwhile, an informal mechanism for channel conflictmanagement was proposed.Second, I explored the role of structural design and organization culture for channel members in the management of channel conflict, which may provide a start point for future study.