A Research On Marketing Channel Conflict Management Of Chinese Enterprise

With the in-depth development of China's market economy, market competition is becoming increasingly fierce, at present, the use of a stable, efficient marketing channel as a means to establish their own competitive advantages is being used by more and more enterprises. Marketing channels, as an important achievement of the value of external resources and product carriers, is playing more and more important role on the business growing, especially in recent years, the frequent outbreak of the conflict channels resulted from the interests of channels has evolved into a very common phenomenon. Therefore, we need manage enterprise marketing channels conflict effectively.Channel conflict, as a confrontation between enterprises, is inevitable because of interdependence of the members of the channel. At present, owing to the constant change channels, the characteristics of channel conflict become diverse and complex. As an important component of channel management, channel conflict management is required to fully understand the sources of conflict in the implementation of the basis of a dynamic and systematic management process. In domestic enterprises channel conflict management, it is always in a stage to deal with after the events, lacking of the necessary standard, even a complete set of channel conflict management strategy. The thesis, combined lots of cases on the current status of domestic enterprises channel conflict, analyzing their causes and results, and based on which, conducted preliminary thinking on main channel conflict management of domestic enterprises. The thesis also brought out comparatively a complete proposal on channel conflict management in stimulation, maintaining and management strategies, and common conflict response.