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Marketing Channel Conflict Studies Of Tieling Research And Design Institute Of Rubber Industry

Posted on:2013-05-16Degree:MasterType:Thesis
Country:ChinaCandidate:H G ZhangFull Text:PDF
GTID:2269330401462070Subject:Business administration
Abstract/Summary:PDF Full Text Request
Enterprise marketing marketing channel as part of4Ps, with the increasingly fierce market competition, in recent years by the enterprises paid great attention. Especially in the product homogenization is ceaseless aggravate, relying solely on the product itself quality to win the market is unlikely, is the so-called " wine is also deeply afraid of the alley ". Marketing channel as an important platform for enterprise to develop the market, channel construction of the success of enterprise is very important. Therefore, more and more enterprises have spared no expense, invested enormous energy to build a suitable for enterprise development marketing channel. However, in the enterprises invested heavily in building marketing channels at the same time, channel conflict is frequently performed, many enterprises unbearable anguish, be at a loss what to do.To help other enterprises on the marketing channel conflict has a more profound understanding, improve the ability to channel conflict, this paper takes the Tieling research and Design Institute of rubber industry actual marketing conflict case as the starting point, the marketing channel conflict problems, and a combination of other numerous expert, scholar on channel conflict research, marketing the type of channel conflict, causes, countermeasures and channel conflict management should pay attention to the problem of an overall analysis and discussion.The topic of this paper is highly representative, it is selection of subject for enterprise management institutions, itself is a collection of scientific research, production in a body, have deep historical background, in the capital, talent, technology and other areas have a industry with other private enterprises by the incomparable advantages. Two is the choice of object to respond positively to the market appeal, comply with the times the pace of development, and actively invest a lot of money, effort building marketing channel. The three is due to selection of object processing marketing channel conflict is improper, resulted in the market for the selected object in repeated mistakes, which restricts the development speed of the enterprise.Through the actual case study this article draws the following conclusion:one is the enterprise marketing channel conflict is using multiple channel integrated enterprise must face the problem. Two is the marketing channel conflict not handled properly will directly affect the development of enterprises. Three is in the marketing channel member between the hierarchical relationship is the main reason for the formation of channel conflict. Four of the marketing channel conflict should be dialectical point of view, the active use of.
Keywords/Search Tags:Marketing channels, Channel conflict, Channel conflict countermeasure
PDF Full Text Request
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