Research On Channel Conflict Between Direct Sales And Distributors And Its Managerial Strategy Of Office Equipment Manufacturer

With the competition becoming fiercer and fiercer in the market, channel has already played an essential role of the enterprises. Using the stable and efficient channel as the method of building competition advantage has become one of the important strategies in the company's top managerial activities. Multi-channel cooperation can work out the better beneficial result than solo channel's performing respectively, setting direct sales and distributors these two channels is one of the multi-channel strategies. When these two channels focus their targets on the same market, conflict come out accordingly. Conflict of channel is inevitably, therefore, it becomes the significant issue in the enterprise managerial activities. This thesis will research on one of the multi-channel conflicts, namely direct sales and distributors' conflict, from the office equipment manufacturer point of view and will be composed of following six parts.Part One: Introduce the research background of channel conflict especially the background of the conflict between direct sales and distributors, and therefore put forward the value of this research.Part Two: Capsulate conflict of channel as a whole, introduce from the concept of conflict, channel conflict, then to the category of the conflicts and the influence of the channel conflict. Meanwhile, review and summarize domestic and overseas research of chancel conflict.Part Three: Exposition the conflict between direct sales and distributors from office equipment manufacturer point of view. Introduce the mixed-channel model in the office equipment industry firstly, and then research the root causes of the conflict between these two channels and analyze the influence of the conflict.Part Four: Take X company for example, through case study to do further research on conflict of direct sales channel and distributors channel's category and reason, base on which put forward the regarded conflict managerial mechanism. Also analyze and summarize the effect of the conflict managerial mechanism.Part Five: Expand on direct sales and distributors channel conflict, after discussing how to correctly understand these two channel's conflict, come up with the conflict resolution and precaution strategy.Part Six: Give the conclusion and talk about the limitation of this thesis, finally put forward the future further research direction of author.