Jinan DT Technology Development Co., Ltd. Of Channel Conflict Management Strategies

In the fierce market competition situation, more and more manufacturers treat marketing channel as a kind of important external resource. Marketing channel is not only a kind of resource which is not easy to be imitated by opponents, but also an important component of enterprise’s core competence. At the same time, establishment and management of the channel is a very complicated process. This is because channel conflict could come up in each enterprise, and each enterprise channel need to be improved. Besides, each enterprise channel can plan out a more rationality and dominant prospect, and each enterprise channel can adjust to a more efficient, more competitive state. Therefore, how to learn and manage channel conflict scientifically and improve the competitiveness of the channel become an important issue among many manufacturers.In this paper, the author use Jinan DT Technology Development Co, Ltd.(hereinafter referred to as DT) as a case study, analysis the current situation, causes and hazards of channel conflict in DT using the theory of distribution channels. The author analysis the causes of common computer market channel conflict to give a management design ideas and countermeasures which can satisfy the actual DT business channel conflict. This paper analyzes the causes of the DT channel conflict, including improper dealer choice and incentives, target conflict of different roles, over-reliance,channels reforms and so on. The conclusion is that channel conflict will unavoidably give rise when the marketing network is normally operated in DT.The mishandling of channel conflict will reduce the initiative and enthusiasm of the channel members, and increase the degree of difficulty to all the channel members and the channel goal. At last, DT will be badly affected.The solution of the problems faced by the company is that DT must take effective measures to make the channel members’ interest in line with expectations to reached a basic agreement to mitigate channel conflict. At the same time, as key measures to resolve channel conflict, channel structure, channel management, channel members performance evaluation, incentives and relationship management must be done well. These measures will help DT reduce channel conflict, and decline the damage caused by the channel conflict to a minimum.The innovative point of the paper is integrating of channel conflict theory and computer sales channels. Channel conflict issues in computer sales network is the focus of the study. The conclusions of this study may help to prevent and reduce the channel conflict issues facing DT computer marketing, to ease tensions among channel members, to improve the efficiency of the operation and reduce the risk of DT company operating, and thus to enhance the the DT company’s marketing performance. At the same time, the research may give the computer sales in the industry as the role of the general dealers some decision-making reference, in order to help prevent and solve the channel conflict.