| In the mobile communication market of China, as the competition pattern that China Mobile, China UNICOM, China Telecom stand like the legs of a tripod is forming, the market competition is becoming fiercer and fiercer. The competition between operators is no longer just the competition of coverage rate and customers in the traditional way, but turns to the level of dealers, and the channel conflict is on the verge of breaking out. This paper is based on investigation, takes the channel conflict of Suining Mobile Communication Company in Sichuan Province for example, combines the latest research results on channel conflict by many well-known marketing experts and scholars in and out of China, and then proposes a management pattern to solve the problem of channel conflict. This pattern sorts the conflicts based on five reasons of channel conflicts, and finds different solutions to different conflicts. The pattern, which realizes standardization to a large extent, is simple and easy to understand, may help the enterprises make fast response and decision.There are 5 parts (19 sections) in this paper. The first part is introduction. As the beginning of the paper, this part illustrates the significance of research, the frame and so on, summarizes the current achievement on the fields of reasons, definition, classification and countermeasures against channel conflicts, and states some opinions of the author. Also, this part gives detailed explanation of the thoughts, lists the innovation of this paper. The second part is the theoretical analysis about channel conflict and countermeasures, which is the theoretical foundation of the whole paper. The author compares different theories on the phenomenon, definition, kinds, influence, reasons and countermeasures against channel conflicts, and expresses his own opinions from the perspectives of gambling theory, investment and financial management. The author sorts out five reasons of channel conflict: understanding difference between manufacturer and dealers, improper channel design, over competition, environment change, and false encouragement. Then the author makes the five reasons as the standards to divide conflict countermeasures, brings out an analysis frame from"channel conflict appears"to"know about the reasons"to"make countermeasures according to reasons". The third part is the case analysis of channel conflict in Suining Mobile Company. This part is the second procedure of countermeasures–"know about reasons". In this part, with the result of two-month investigation of all the Suining Mobile branches taken by Chengdu IBK Management Consultant Company that the author has participated during the whole process, the author makes use of the analysis frame summarized in the second part and takes the specific geographic and economic situation of Suining district into consideration, analyzes the reasons of the conflicts. The fourth part is the third procedure of the above pattern–"make countermeasures according to reasons". In this part, the countermeasures based on five reasons are taken into practice in the real situation of Suining Mobile. There are five sections with eleven countermeasures, fulfilling the last countermeasure making procedure of the pattern. The fifth part is conclusion, which is the summary and review of the whole paper, points out the possible defects in this paper.In this paper, different research methods are used according to different contents. (1) Literature consulting. Rich internet resources are used in order to know about the current research situation of this problem in and out of China. At the meantime, relative laws, regulations and especially several excellent works are read. (2) Dialectic analysis. Although opposability strategy is used for China's channel conflict prevention and cure, this strategy is a bad method without any other choice. Even so, any strategy, rigid or flexible, will get best effect only in certain environment; therefore, the enterprises should select the strategy based on their own situation. (3) Comparison. Different conflict management theories are compared to search for solutions suitable to common conflicts in Mobile Communication industry. (4) Multi-subject analysis. The reasons and prevention of channel conflict relates many subjects such as Economics, Financial Management, Marketing, Management, Organization Behavior, and Accounting. This paper will adopt Portfolio Theory, Channel Design and Channel Relationship Theory, Authority– Dependency Theory, Performance Management Theory and Financial Analysis Theory.The innovations are: (1) After the investigation for Suining Mobile Company in Sichuan for a month, considering the real situation of the telecommunication field, the author collects plenty of materials and works out some countermeasures against channel conflict, which are also available in other companies in the same industry. (2) Develop and make use of some outstanding research achievement, and comment and analyze some scholar's theory. (3) Because the channel investment and other investment are similar to a dualistic investment portfolio, this paper proves some principles about the opposite-direct construction of channels in enterprise from the angle of Investment Theory and Economics. (4) Classify the reasons of channel conflict as five factors and propose different countermeasures for each factor.There are still some areas need improving: (1) It's difficult to synthesize the current situation about this topic. The main reason is the difficulties to gain the external research materials, the solution of which needs plenty of analysis and arrangement. Therefore, the theory introduction can't reflect the whole picture of overseas research. (2) This paper contains only one case. Many specific countermeasures are just for the Sichuan Suining Mobile Company. Maybe they are not fit for other enterprises even if these enterprises belong to the same industry. (3) The research of this paper involves many theories of other subjects, for example: Authority– Dependency Theory, Performance Management Theory and Financial Analysis Theory and so on. But the author doesn't have deep understanding about them, therefore, it's possible that the analysis about this topic can't reach certain profundity. |
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