The Research On Channel Conflict Management In Guangzhou Daisyu Underwear Limited Company

Since the increasing difficulty in obtaining sustainable competitive advantage, increasing powers of brokers and wide application of internet in business world, the channel management plays more and more important role in enterprise marketing management and has become a critical strategy for the business competition. Therefore, a channel network is crucial for the achievement of enterprise. However, a lot of companies suffer from the short-sighted behaviors, lack of tactics planning and execution in marketing channel management, which leads to intense channels conflict and paralyzing sale system. For the survival and development of these enterprises, their first and foremost task is how to improving the management of distribution channel conflict.Based on the brief introduces of the marketing conflict theory status and tendency of the marketing channel. This paper takes the Daisyu Underwear Co., Ltd as an example, deeply analyzes the typical conflict and strategies in the marketing channel by means of information collection.The text was comprised of two chapters. First chapter is the part of theory, briefly described the background and purpose of my current research, followed by the review of historical and latest advance in channel conflict management. Second chapter is the part of practice. It induced problems in Daisyu Company, combining the theoretical analysis, as channel conflict's cause, type and solution a starting point. It elaborated target, principle and process in details and explored strategic thinking suiting the company. In the end, it built prevention strategy, control strategy and solution strategy for management of channel conflict. Through conferring and analyzing, the company will take over the lead and defeated competitor.Daisyu Company is an ordinary member in most underwear enterprises. It is not only facing the international brands competition, but also the domestic brands. The problems, causes, solutions strategy and strategic thinking in Daisyu Company channel conflict management have a certain universality and guiding significance.