The Research On Influence Of Cultural Environment On Channel Conflict

In the market of today in China, channel conflict is widespread and there're many reasons for it. Apart from some direct reasons generally understood, environment factors are also a major reason leading to channel conflict. This paper thinks that culture factors in environment have a significant impact on channel conflict, so we should pay attention to the role of culture.This paper reviewed the channel conflict theories, based on which we analyzed the reasons of channel conflict. The reasons of channel conflict were divided into internal reasons and external reasons。This paper focused on how the cultural factors in external reasons would affect channel conflict. On the basis of introducing traditional Chinese culture, we carried out studies from the values, ethics, behavior, risk aversion, internal system and communication combining practice and western theoretical study . We built a model, made assumptions, and then made an empirical research in APRIL industry. The research showed that these factors had different effects on channel conflict. Values, behavior, risk aversion and the internal system had a positive impact on the conflict; morality, communication had a reverse impact on the conflict. At last, according to these findings we put forward some suggestions to deal with channel conflict.