Management Of Marketing Channel Conflict Eilandcoss

In the discussion of 4Ps, the issue of conflict management in the marketing channel is important for distribution management. Perception of differences in the goal, role and share of loading among channel members can lead to channel conflict in a visible or invisible way. With the competition becoming increasingly fierce and the brand competition combined with channel competition, there have seen increasing number of emerging channel conflicts that is calling for conflict management. As a leading player in the market, successfully. Eilandcoss, the largest white household appliance specialized manufacturer, provides Channel Conflict Management strategies which will no wonder provide a helpful guidance to this industry.Following the purpose this thesis has studies and managed to build up the Channel Manafement strategies for Eilandcoss. First of all, Eilandcoss should strive to develop the safes channel and establish competitive advantages in sales channel through improving the controlling and management of the channel. Secondly Eilandcoss should try to exploit multi-channel safes mode while dealing with various channel conflict appropriately at the precondition of not impact the positivities of traditional channels and original dealers so as to achieve the growth in both sales revenue and market share. Thirdly, the established strategy of channel conflict management will provide foundation of decision-making for Eilandcoss(China) management in time of dealing with such issues.Being a strong player in the carbonate beverage market, Eilandcoss (China) is confronted with the channel competitions not only from international brands but also domestic companies. The channel conflict it faces in its channel competition, the issues it sees in the channel conflict management and its causes analysis, and solutions as well as strategic decision shall have abroad catholicity and guidance. The thesis summarized Eilandcoss (China)'s existing problems in channel conflict management and utilized the theory of channel conflict management to analyze the causes of formation, types and solutions of channel conflict. Subsequently the thesis expounded in full-scale Eilandcoss (China)'s target, principles acid procedures of channel conflict management, discussed both the strategic concept and the specific strategy of channel conflict management which fit the situation of China, and eventually established Eilandcoss 's channel conflict management strategies which are based on multi- channel conflict handling, building up strategic alliance so as to increase competitive edge and obtain leading position in the fierce market competition.