BDF’s Channel Conflict Management Research

With the continued rapid growth of China’s GDP, people’s income levels and consumption levels are correspondingly been substantial growth, contributed to the commodity economy is highly developed, and gradually formed a buyer’s market oversupply of commodity production. Meanwhile, the commercial capital of multinational retail chains in China constantly staking areas, domestic commercial capital of local advantages into full play, tit for tat to expand the scale chain retail industry mergers and acquisitions are frequent, leading to more concentration of the retail industry channels higher and higher, so that producers and consumers as to achieve value exchange between marketing channels, the channel power is growing. For the day of FMCG companies, between manufacturers in product, price, promotion and other aspects little difference in the competition, marketing channels become affect the survival and development of the core elements. Therefore, in the fast consumer industry "channel is king" and "channel succeed," the doctrine of the majority of scholars admire Thus, marketing channels as a connecting link between producers and consumers more and more manufacturers height attention. In a buyer’s market conditions, as well as channel intermediaries have greater power producers and channel intermediaries channel conflict is inevitable happens, then the marketing channel conflict how to manage, how to mitigate and reduce channel conflict, improve channel efficiency is one of many production Manufacturers urgent problem. Full text can be divided into four parts:the first part is to ask questions, that thesis research background, significance, research methods, ideas and frameworks were introduced, a proposal to resolve channel conflict problems; second part of the analysis of the problem, in Company Profile for BDF, based on the company focuses on the BDF status channel conflict, channel conflict causes and consequences of channel conflict, channel conflict on the BDF’s comprehensive analysis to understand; The third part is to solve the problem, first of all through the channel conflict management process design, channel conflict management presented the objectives, principles, ideas., And then is put forward specific channel conflict management methods and measures, including the strengthening of channel management organizational structure construction, selection of valuable distributors, strengthen credit management, develop a reasonable channel policy, building partner-based marketing channel relationships. The fourth section supporting strategic research, through BDF channel between the company and the Carrefour conflict management case studies, summarized from practice, summed to obtain channel conflict management measures used to support specific channel conflict management strategies. This paper follows the principle of linking theory with practice, the use of theoretical analysis, the focus interviews, case studies and other methods to study the BDF’s channel conflict management strategies, and to achieve the desired results, and its successful experience give other companies in the same industry to provide channel conflict resolved and Inspiration.