A Study On The Cross-cultural Perspective On Communication Strategies In Managing Marketing Channel Relationship

Channel problems flare up nowadays because the environmental changes ofmarketing channel system have resulted in asymmetrical power mechanism betweenchannel members. The role of communication within marketing channels is highlightedfrom both a theoretical and managerial perspective.This article adheres to a channel behavioral researching approach, and use“congruence approach” and “consonance approach” to show a theoretical system ofcross-cultural communication pattern for managing channel conflicts. It synthesizes worksin multiple fields such as marketing science, economics, cross cultural communication, andetc to show the author’s own opinions about this interdisciplinary problem. The conclusioncan be used by managers in real business environment.The author reveals in the first chapter about topic background, research questions, andexisting literatures in the field of channel conflict management. In order to answerquestions listed in the introduction, the author conducts some research about channeltheories and especially outlines the issue of marketing channel conflict. In the third part,concepts of communication were put forward and added to further argue channelcommunication system. Although typical communicative solutions to handle channel aregiven, but no specific solutions are offered from a cross-cultural perspective. In the fourthpart, the author considers the correlation between cultures and communication. Cultureinfluenced channel features will also influence certain communication pattern, so a properpattern is concluded. In the conclusion part, suggestions for application and adjustment areoffered and can be used in the case study of Man Wah sofa.