Research On Conflict Management In Coordinate Marketing Between Industrial And Commercial Enterprises Of China Tobacco

Of all the topics that the current scholars of management focus on, the issue of exploring the cooperation between enterprises is a hot one. And coordinate/ collaborative marketing is one way to solve this issue. Because of the objective existence and the subjective perception of the conflicts, and impulsive, stimulative attributes and destructive, obstructive effects of the conflicts, this article has made some brief studies and analysis on conflict management in tobacco enterprises'coordinate marketing under the monopolization system.Firstly, the background of this research was introduced. By studying the background knowledge, it could be seen that the coordinate marketing was brought forward as result of the reform of the China tobacco business management system. In the system theory and the synergy theory, such unsteady collaboration is the force of developing the tobacco enterprises' coordinate marketing. Moreover, the purpose and the methods of the research, and the skeleton of the article and its innovation points was introduced.Secondly, this essay reviewed the synergy theory, the marketing theory and the conflict management theory briefly, to help with the analysis of the research; including the revision of the meanings, types, general features and basic strategies. Points are figured out as follows:1. the purpose of developing coordinate marketing between tobacco industry and commerce is to tackle with the conflicts among the enterprises after the reform of the China tobacco business administration system without changing the basic rules of the tobacco industry and the distribution pattern. It helps to create a fair competition market environment and brand nurturing surroundings, to achieve the "big market, large corporations, big brand "strategy, and to cultivate the two "over 10"(more than 10 key enterprises, and more than 10 famous brands) strategic intentions goals. Strengthen the industrial and commercial inter-enterprise information exchange, cooperation and coordination through administrative guidance, and the competition between producers and sellers. Combine the channel marketing and brand marketing to optimize the tobacco supply chain; renew the marketing system that fits for the monopolization system in tobacco enterprises. Such are the self-improvement of the tobacco enterprises model and system.2. The coordinate marketing among the industrial and commercial enterprises is a vertical (vertical) collaborative marketing in a relatively closed system. By analyzing the conditions and premises of developing coordinate marketing, coordinate marketing among the industrial and commercial enterprises has its realistic foundations and objective requirements.3. Obstacles in coordinate marketing appear as conflicts between the production and sales, plan and market, and its essence is the conflicts between brand marketing and channel marketing. In order to make it easy, this article also introduced the supply chain theory to express the appearances of coordinate marketing, the stakeholder theory to certify the active body and the hypothetic complex human theory to figure out the stakeholders'values.Thirdly, the conflicts and reasons in industrial and commercial coordinate marketing were analyzed. For one thing, it described characters of main stakeholders in coordinate marketing, and analyzed the new business relationship in a rational way. And apply SWOT analysis methods to the tobacco industry and the main characteristics of it. Participants of the coordinate marketing have some characters as,1. They are in the common tobacco industry chain, share the same commercial goal, and are all in the monopolization system; 2. They are all under control of the parent company which has industry rule-making power, and the total control of the lower companies; 3. They have their own advantages and resources of monopoly:the commerce own the marketing channel whereas the industry own the products. Compared with other industries, carrying out the conflict management in coordinate marketing between industrial and commercial enterprises has some unique advantages.1.a third part supervision. By using the absolute control and rule-making power from the national administration, the STMA (State Tobacco Monopoly Administration) can improve the cooperation in a administrative intervention way.2.the advantage of mandatory strategic. The subsidiary companies could influence each other by using the coordinating role from the parent company and their own monopoly advantages.3. competitors could be beaten by the monopolization power. In the next place, the problems of coordinate marketing in material flow, business flow, information flow and capital flow in the supply chain were analyzed. The extent of the smoothness of this process properly reflects the level and status of coordinate marketing. Finally, the root of the problems from the macro environment, unique reasons in tobacco industry and general reasons in conflict management were analyzed. And it emphasized the double effects of the monopoly system and the serious consequences of lacking confidence system.Fourthly, there are some advises for the conflict management in coordinate marketing between industrial and commercial enterprises. With the targets, principles, and steps established, the conflict management in both strategy and tactic levels was explored. Strategy level:1,to adhere to the innovation of concept,2,to introduce the competition system,3,to construct the confidence system,4,to highlight the invisible capital; tactic level:1,to improve the informationization construction, and improve the exchange of information,2,to optimize the tobacco supply chain.At last, the trends of the development of Monopoly System and business relationship were discussed. At the same time, treating the coordinate marketing problems rationally was proposed. It's been pointed out that:any theory is imperfect, and coordinate marketing is not a panacea. As well as collaboration can't solve all of the cooperative relationship between enterprises, the coordinate marketing cannot completely solve the fundamental contradiction between the tobacco industry and commercial enterprises. Between the industrial and commercial enterprises, if the basis of trust is not solid, the communication mechanism is imperfect, and the distribution of benefits is unreasonable, the role of coordinate marketing, no matter how strong it is, is impossible to fundamentally get the relationship between both ends of the industrial chain of the tobacco industry well. Therefore, to solve the problem in coordinate marketing of tobacco businesses fundamentally does not lie in set the importance and basic measures of coordinate marketing out. It lies in casting aside the marketing aspects, improving the institutional mechanism, mining the driving force of the stakeholder, and achieving the conversion from external driving force of administration to internal driving force of the willing of industrial and commercial enterprises to solve the conflict. Conflict management in coordinate marketing between industrial and commercial enterprises of China tobacco is a systematic project and it requires the concerted efforts of all subjects.