Home Pc. The Th Distribution Channel Conflict And Management

With the development of the globalization and the coming ofinformation era, the IT industry in our country has been developing witha high speed, and now it is a quite ripe industry. At the same time, themarket competition is becoming more and more keen. For PC (PersonalComputer) products , the means of market competition has been transferredfrom purely using price, product and quality strategy to using many kindsof marketing strategies, such as service, brand, channel and so on .Faced with the competition, the distribution channel plays a veryimportant role in the Chinese corporations management. What coming along with channel strategy is the increase of theconflict in distribution channel. The TH company, one of the famous PCmanufacturer, have to confront this problem in this area. This paper basedon the investigation and practice of channel management in TH company asa case, try to make a whole and systematic study in the channel conflictmanagement. This paper includes six parts, introduces the background of THcompany and described the status and significance of channel conflict,then deeply analyses the elementary types, reasons and processes ofdistribution channel conflicts. In order to find out the means that THcompany always keep its distribution channel with high efficiency, westudies the strategy of channel conflict management, the ways thatresolved and eliminated the destructive conflict and benefit fromconstructive conflicts. At last, proposes some suggestion about how tomanage or deal with the channel conflicts efficiently.