| Sales channel is becoming more and more important nowadays as the market's competition is fiercer. The enterprise is badly affected by sales channel conflict. Thus, how to manage and control sales channel conflict is vital to a company's development.This thesis will study the cause of sales channel conflict of U company's home and personal care products business unit and put forward the stratagem and strategy of sales channel conflict management. It will spread out from four parts:The first part will include the research background and purpose, content and frame, and research methods (Chapter 1). The second part will introduce the sales channel of U company's home and personal care products (Chapter 2) and study the cause of sales channel conflict (Chapter 3). The third part will put forward the stratagem (Chapter 4) and strategy (Chapter 5) of U company's home and personal care product. The last part is the conclusion and further research direction. This thesis will adopt theory research, case study, interviewing and on spot investigation research method.This thesis will put forward the conclusion as below after studying the sales channel conflict management of U company's home and personal care products in China:(1) There are three reasons, imperfect stratagem, aberrant strategy and weak marketing service ability that caused U company's Sales channel conflict. (2) There are four sales channel conflict management stratagems to improve U company's sales channel conflict management. They are to use sales channel power effect, to keep sales area density and insist portrait limit, to establish sales channel strategic alliance, and pay attention to the law restriction and ethic factor of sales channel strategy.(3) There are five sales channel conflict management strategies. They are keeping reasonable price gap, designing exciting sales bonus, implementing allowance assistance, supporting promotion activities and strengthen brand advantages. |
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