Study On The Marketing Channel Conflict And Management Of The IT Firm Based On The Internet Environment

Accompanied by the development of internet and the e-commerce, the marketing channel environment which the IT firms are faced has changed. IT firms needs to adjust its marketing channel in order to face the challenge rising with the internet environment. So the IT firms can shape its competitive advantage by this way. The IT firms which have introduced the internet marketing channel will face the channel conflict coming with the internet marketing channel. As a result of this, whether the IT firm can manage the channel conflict properly or not will be the key problem which can influence the integration between the internet marketing channel and the tradition channel.This thesis studies the characteristics of the marketing environment the IT firms faced from three areas which are the change of the consumers, the firm's channel power and the new internet agents. The essay researches the advantages of the internet marketing channel by comparing with the traditional channel and the internet channel. In this case, the thesis researches the trend of the development of the marketing channel. Meanwhile, this essay summarizes the theories about channel conflict and management, and studies the causes of the marketing channel conflict by a qualitative and quantitative way. The thesis develops a model by the game way to research the channel conflict, and finds out that although the IT firms can not avoid the channel conflict, but the channel conflict can be managed properly. Moreover, the essay studies the Compad case. This essay develops marketing channel conflict management model based on the conflict handling process from the channel conflict management theories and the special IT firms. Specially, the essay studies the time to set up and chose the proper the internet marketing channel. Then the thesis researches the processes to handle with channel conflict. Meanwhile, the essay proposes the general strategy and the marketing strategy to manage the channel conflict. The marketing strategy includes five parts: standardized price strategy, different product strategy, centralized promotion strategy, marketing segment based on the consumer and integrated channel strategy. The thesis study the cases of Dell and Lenovo based on the model. The research should help the IT firms face the internet environment challenge, take use of the internet channel advantages, handle the channel conflict properly and integrate the internet channel and the traditional successfully.