A Study On The Marketing Channel Conflicts Existing In Chinese Enterprises

In the past, the study on marketing channel conflict in china, either basis for a particular or on the basis of the information on a certain industry, even typical data of several enterprises, to study the status of marketing channel conflict,the causes and treatment strategies. In a sense, it lacked an eye to the interests of the whole and representation.The author on the basis of finishing a great deal of information chooses six industries which have large impact on China's economic development and in which channel conflicts are more obvious, and analyses detailedly the status of marketing channels and the status of channel conflict. At last, the author sums up China's enterprise marketing channel conflict with diversified distribution model, not only among marketing channels of different enterprises, but also in the same enterprise marketing channels , for example the level of conflict,the vertical conflict and the multi-channel conflict. In the specific performance of the channel conflict, the author sums up with the four common types: malignant Cuanhuo; big customer; channel members often run counter to undermine the agreement or commitment to vicious competition serious; frequent price wars.On the analysis about the causes of channel conflict, the author from the game theory, the social relations theory, the theory of channel right studies the causation of Chinese marketing channel conflict. With the larger environment, the author considers that the causation includes two types, seven areas. Between the external causes, the author advances the impact of the foreign advanced theories of channel conflict and the impact of Chinese traditional culture, excepting the factor of imperfect economic system,incomplete legal system and serious local protectionism. Between the internal causes, the author puts the impact of channel power abuses, excepting incompatible communication,imperfect goals and conflict of roles.Finally, the author pays attention to some problems in the process of Chinese channel conflict management. First, the author analyses the management objectives, the principles and the basic steps. Second, the author analyses the channel conflict prevention and early warning measures, the measures to stimulate the conflict and the treatment measures.