Management Of Marketing Channel Conflict

Efective marketing channel management is important to enterprise's long-term competitive advantages. Channel conflict is one of the basic elements in channel management. Influencing by the aggravation of competition, researches on channel conflict have received more and more attention. The traditional channel theory views marketing channel as a socialsy stem and studies the conflict problem through behavioral analysis. First, following the same method, this dissertation works on this problem through four aspects, namely: definition, classification, causes and result. Then this paper has analyzed the similarity and difference beween conflict and compecting througn organization angle.this dissertation has pointed out that the dependent relationship is a basic of channel confilic, and analyzed in detail the compact on marketing channel from channel conflict. What's more,this paper has showed clearly that manager of channel conflict should know well the process of conflict management, and take advantage of information-intensive and information-protective policy. Besides,this paper studies the impacts of channel construct, organization culture, power and communication on channel conflict management. Last but not the least, this paper brought forward two advice for selling beyond agreed areas.