The Research On The Theory And Application Of Marketing Channel Conflict

With the constant development of the socialist market economy of our country, the market competition is becoming more and more fierce, the means of product competition has been transferred from purely using price strategy to using many kinds of marketing strategies. Among them, the strategy of making use of steady and high-effective marketing channel to make sure its competitive edge has been used more frequency than others. What coming along with this strategy is the increase of the conflict in marketing channel. Furthermore, it has already developed into a very common phenomenon. How to effectively manage the conflict in marketing channel has become a difficult problem for enterprises.Through theoretical analysis of the conflict in marketing channel, this thesis aims to provide a framework for enterprise managers in order to resolving marketing channel conflicts. In addition, the thesis applied the theories of channel conflict management into practice. It analyzes the conflicts of Liaoning Hongda automobile trade limited company and puts forward the conflict management strategies suit to Hongda Company. It is expected that the analysis and research provide decision-making reference for dealers to prevent and resolve channel conflict. The main parts of this thesis are as follows:Firstly, this thesis describes channel conflict from its definition and classification. From the research angle of sociology, the thesis analyzes the reasons, formation process and influence function of channel conflict in detail. From the research angle of economics, it looks channel members as reasonable decision makers, constructs two kinds of game models to illustrate the occurrence of the channel conflict is unavoidable. Secondly, on basis of the theoretical analysis of the channel conflict, this thesis constructed a management system for channel conflict including the management principle and target, process and specific steps, as well as the strategies and methods. The primary novelties of the thesis are as follows: It introduces relationship channel strategies and strategies of making whole channel excellent into the channel conflict management. Meanwhile it gives the methods of using channel power to solve the channel conflict. Finally, the thesis selects Liaoning Hongda automobile trade limited company as a research object. It analyzes the causes of the channel conflict of Hongda Company. On the foundation of these, the thesis puts forward the strategies of the conflict management.