A Study On The Distribution Channel Conflicts&the Management Strategies In N Company

Lift industry in China has stepped into a period of rapid development. Thanks tothe industry’s fast growth, more and more companies have entered into this industry. Asthe competition in this industry is very keen, the efficient distribution channel hasbecome an important means for lift manufacturers to increase their market share andimprove the core competition power. Channel conflicts always exist in the distributionchannel. Some channel conflicts are functional, but the majority of them are destructive.A high level of channel conflict can decrease the efficiency of distribution channelsseriously. There are serious channel conflicts existing in the distribution channel of Ncompany, so how to manage the channel conflicts has become a key issue for Ncompany.The thesis illustrates the current theoretical research development concerningchannel conflicts both home and abroad, which have been demonstrated in greatestdetail by presenting the concept and classification of distribution channel, andconcretely accounting for the types of the distribution channel, its developing stages,and its management strategies. And then it generalizes the developing status of China’selevator industry and the distribution channel structure of N company. According to theanalysis of both of the current distribution channel of N company and China’s presentdevelopment of elevator industry, combined with the conflict management theory of thedistribution channel and the author’s own channel management experience in the line,the thesis has covered the analysis of the distribution channel conflicts in N companyand put forward detailed and effective strategies to settle the channel conflicts.