Lanxess Market Channel Confilict Research

With the rapid expansion of our reform and opening up policy as well as theincreasingly deepening of the economic globalization,the market competition isgetting even more fierce. Core competitiveness must be observed in order to survive in the fierce competition. Now,the products are getting more homogenization, with no different price policy and almost same promotion strategy.Just the marketing channel can’t be imitated or duplicated. Therefore, the marketing channel is acting as more and more important role in the target market for enterprise. Though the marketing channel differing from the consumer product market, but as the bridge between the manufacturer and the end user,the marketing channel also play vital function.Lanxess is a typical industry company, main product is synthetic rubber. Now we have set up our sales channel in domestic market. Include10distributors and their branching. With the channel expansion, the confliction exposed in the whole channel. This might be the obstacle of company long term development.This article analyzes the confliction currently existed in Lanxesschannel, find out the reason, effect and the action need to be taken.Then make fully analysis of the company. The author starts from the perspective of the channelconfliction, analysis the conflict between manufacturer and distributor, the conflict between the channel and end user and the conflict between the channel member. Combines the theoretical knowledge and working experiences, abide by the optimize principle of marketing channel management.Through the research, we can have a better understanding about the channel conflict and find some way to solve the rpoblem.