Channel Management Research Based On Channel Alliance Motivation

In the morden fierce market competition, enterprises must continuously buildtheir core competitiveness to stand out, and how to optimize the market channels hastherefore become the key point.It seems that the one who owns the channel will havethe market and customers, so standardizing and strengthening channel managementbecomes a primary means to gain competitive advantage. Motivations such as toobtain resources, to minimize cost, and to conduct competition game have facilitatechannel alliance, an advanced form of channel relationship in a competative anddynamic market. The alliance is essential for members to enhance theircompetitiveness. However, high failure rate deters many companies. The principleduty required by a eligible master of channel is to resolve the channel conflicts whichmay happen through out alliance management.This article firstly did the literature review and comment on channel and channelalliance motivation, analyzed the background and significance of the channel alliancemotivation research. It then defined the channel conflict, channel alliances andchannel alliance motivation based on the related theory. By systematically analyzingthe channel alliance motivation, this paper built a channel conflict governance mode.Finally, the article proposed sevaral governance strategies based on theoreticalarguments and the Wahaha "joint sales style" case studies.