Distribution Conflict Of Dairy Market Of China

The article first gets the unprecedented opportunities and challenge faced by the dairy industry through analyzing the whole condition status and channel current state. After the deep analysis for the channel development trend of the domestic dairy market,the article brings forward the channel management as the important approach to acquire the industry development and competition advantage. Moreover, it is also a truly important topic that the dairy enterprise manages the channel conflict. The dealer agent is the common operating model in the industry, but the selling beyond the agreed areas and changing the price freely emerge easily for the profit lure, thus the enterprise's profit must be infected in the long term. So, it is important that the every dairy company reasonably deal with the channel conflict and create the perfect measure to control. The article divides five chapters. The first mainly introduces the domestic dairy company circumstance and the channel current status. In this part, the paper points out that the channel conflict is the important problem that the company meets with. Secondly, the article reviews the domestic and overseas relative theory, including the definition of the distribution channel and channel conflict, the type, the motivation, the channel right, the channel cooperation and the channel conflict management strategy. The third is the material reason of the domestic dairy channel conflict, such as the objective incompatibility, the channel role conflict, the channel member scrabbling for the channel right and the distribution innovation. In the forth chapter, the paper gives some means and measure to manage the channel conflict, for example, be strict with the price system, avoid selling beyond the agreed areas, condense the channel structure, choose, inspire and restrict the dealer effectively, master the channel control right and so on. The last one, based the foregoing statement, the article concludes the following five point to manage the channel conflict, one is that the channel conflict management is the core of the dairy company to manage the channel, second is that the terminal retail should be developed energetically, third is that the abnormal conflict should be control strictly, four is that the channel member should be manage reasonably with the five channel power, five is that the channel flat should be the develop trend in the future.