Research On Channel Conflicts Between Retailers And Suppliers Under Channel Power

Suppliers and retailers are located the upstream and downstream in the channel.They have an important responsibility that charged with the products and services willsuccessfully transfer to the consumers. However, the relationship between the two isnot so ideal of harmony. The increasingly frequent for the conflicts that manyenterprises headache. The consumers become the final victims of the battle. For bothsides, the maximum at the expense of the other profit, the outcome will also belose-lose. Therefore, how to correctly analyze the conflict, looking for propercoordination of bilateral relations of the solutions, and actively build efficient, healthchannel system has become an important issue in today’s enterprise.In this paper, on the basis of domestic and foreign research related to channelrelationships between retailers and suppliers, channel power and channel conflicttheory, combined with China’ retailers and suppliers for the evolution of therelationship between. Firstly, analyzed the status of the conflicts between retailers andsuppliers, clarifies the relationship between the two sides, forms of retailers rely on itschannel conflict, and further puts forward the channel power imbalance and unilateralprofit maximization is the leading cause of channel conflict. Secondly, throughanalysis the source of power sources, combined with channel power structure anddiscusses the basic idea of the channel power to deal with channel conflict, and thusgives rise to conflict of channel to balance the power of the channel member as thestarting point of the solution. Finally, make the Carrefour (China) for channel conflictas a case application analysis.With the increase of the power of consumers, the new market environment hasput forward higher requirements on the relationship between retailers and suppliers.They must change the traditional mode of cooperation; realize that they are partnersrather than rivals, only mutual cooperation, in order to better achieve the consumerdesire and demand, and long-term development. The two sides need to establish theconsumer as the center of consciousness, cooperation, win-win for the premise, basedon mutual trust, build long-term stable relations of cooperation, mutual benefit.