The Research Of Distribution Channel Conflict Management

The article research the management of vertical conflicts, parallel conflicts, and multiple conflicts that the manufacturer faced in the market. Introduce the ways of how to manage and how to improve the controlling efficiency of the channel. It analyzes the reasons, styles, process, the relationship between conflict and channel efficiency, to form the direction of research. It stands at the aspect of the manufacturer, and make the channel like a super organization. In the aspect of management rule, it gives the rules and means of channel management on the base of former research. Management rules are based on the four functions of management: planning, organizing, harmonizing, and controlling. Management means are based on the different stages of channel conflict: latent stage, knowing stage, felling stage, and visual stage. In different stage it should use different means. The goal of channel conflict management is channel control.The first part of the article is brief Introduce. In this part, it displays the research routine, research means, focuses, difficulties, and creations. Now, channel conflict is becoming the most important issue of manufacturer, and the manufacturer is more and more difficult to achieve the goal of controlling for the reasons of power restructure. The manufacturer how to face to the pressure from distribution channel? It should give up or find another ways get its goals?The article will give the management thinking to channel conflict through management rules and means.The second part is the channel conflict status of Chinese manufacturer. In this part, it gives the now channel conflict status and analyze the reasons of the conflict through three angles: vertical, parallel, and multiple conflict.The third part is the theory of channel conflict. In this part, it introduces the research side of channel conflict. Including definition of channel conflict, reason of forming conflict, category of conflict, process module of conflict, and the relationship between the conflict and channel efficiency. Its give the base of research of rules and means in the following. The vertical channel conflict includes the conflict of relationship between manufacturer and distribution sales; the credit conflict; loyal decrease of channel member; great buyer confuse the manufacturer and sales; supplying product conflict; product quality and service conflict; marketing supporting and promotion conflict; and channel adjusting conflict. The parallel conflict includes flow product conflict in wrong way. The multiple conflicts.The fourth part is channel conflict management. In this part, it gives the rules and means of channel management on the base of former research. Management rules are based on the four functions of management: planning, organizing, harmonizing, and controlling. Management means are based on the different stages of channel conflict: latent stage, knowing stage, felling stage, and visual stage. In different stage it should use different means.Through the research, it draws a conclusion of conflict management: Preventing in the latent stage, communicating in the knowing and felling stage, dealing it in the visual stage, estimating the consequence and modifying the contract and rules. This is the controlling process. Through the developing of channel, new module of channel will emerge, and it is a scientific thinking to dell with the channel conflict.