China's Distribution Channel Conflict Management Studies

Distribution channel is the important resource by which a company distributes its products, and channel management also is the vital part of the company's marketing. As the repaid development of socialism market-oriented economy of our country, the buyer's market has been built, and the market competition is becoming more and more keen. For many products, the means of market competition has been transferred form purely using price strategies to using many kinds of marketing strategies. Among them, the strategies of making use of stead and high effective channels to make sure its competition strengthened is been used more frequency than others, and along with this strategy comes the increasing conflicts in enterprise channel. Furthermore, it has already developed to a kind of very common phenomenon nowadays. How to solve the channel conflicts has been the important content for the management of our enterprise's distribution channel .Because of the unique characters of channel conflicts in our country, we must analyze carefully and search its reasons and then puts forward the correct management strategies fitting to us on the basis of learning the western theory of managing channel conflicts. This, so to speak, is the main work and meaning of this paper.Channel conflict has the two-side characters -there are not only bad but also good influences of channel conflicts. The mission of channel conflict management is to guard against and decrease conflicts;develop constructing conflicts, to enhance channel's activity and to be sure that the distribution channels work nomarmly. Several methods are used to study the topic-studding documents, analyzing cases, studding tactics. On the basis of overall reviewing to the theory of channel conflicts, this thesis mostly analyses the circumstances of the channel conflicts in chain and the reasons which has resulted in this channel conflicts, puts forward the thinking direction, framework and the tactics by making the best use of concerned theories of solving the channel conflicts. According to the study to the methods of channel conflict management, a series of management strategies should be used to managing channel conflicts now of our country. Among them, enhancing forewords co-operation and communication of information between members in the channel is the better choice. Furthermore, establishing the Supply-Chain relation of partnership and co-operational mechanism which can reach two-win even much more between the members is themore effective mean.This thesis consists five chapters: Chapter 1 is the preface. In this part, background and meanings of this paper are underlined;the thinking direction of how to study and its innovations and framework of this thesis are introduced in the meantime. Chapter 2 systematically reviews and generalizes the theory about conflict and conflict management, including the concept of channel conflict;the relations of conflict, competition and co-operation;the process of conflict and the types of channel conflict. Chapter 3 mainly analyses the reasons of the channel conflicts in chain. In this chapter, sticking conflict problems such as incorrect trans-regional sales, aggressive price competition are researched, and this underlies the strategies of channel conflict management. Chapter 4 is about the theoretic basis, thinking direction, and the framework of resolving the channel conflict of our country. It discusses the goals, the basic principles and the steps of channel conflict management of the local enterprise, and the important role of supply chain management. Chapter 5, the last one. puts forward the tactics and tactics's applying to managing our channel conflicts.