Research On Marketing Channel Conflict Of Auto Parts Enterprise

Along with the marketing environment change and market competition intensifies ofthe auto part industry, the innovation of the marketing channel has become the effectiveways of increased market share and gotten competitive advantage. However, to carry on thechannel of the exploration process in the enterprise, the channel conflict often occurs andbecomes a bottleneck that restricted the healthy development of the auto parts market,because the channel member has the benefit maximization demands and behavior of thediversity. How to solve these channel conflicts, the auto part enterprises must have a goodthinking to deal with the conflicts. From the view of the dealer behavior, this articleinvestigates the middle-low part market of Zhenjiang and analyzes the reason of channelconflict by the theory and empirical research method. The conclusions of research can be asthe reference for auto parts enterprise in preventing and managing the channel conflict.Based on the channel conflict research results at home and abroad and the analysis ofthe auto enterprise channel structure and present situation, this paper explored the autoenterprise channel characteristics and existing problems, summarized and analyzed theinfluence of the main causes of the channel conflict and put forward the theoretical model ofthis study and research assumptions. And then, through the questionnaire survey, thefirst-hand investigation data is gotten and the investigation data reliability and validity areanalyzed using the SPSS17.0, and for further exploring the relationship between the modelvariables, analyzes the structure equation model with AMOS7.0. The research is found theobjective difference, cognition difference, field difference, motivation and communicationobstacle all have a positive impact on channel conflict. The influence has differences withthe structure model path coefficient, meanwhile the cognition difference and motivationobstacle are more attractive. Finally, this paper suggests the related enterprise should beaimed at the internal causes with marketing mix strategies including the differentiation ofproduct mix and series, points channel and personalized pricing, online offline cooperationand cross promotion, and for the mechanism causes with channel mechanism strategiesincluding perfecting rebate sales or quantity discount, strengthen the communication andgive different technical support.