D Company Services Sales Channel Conflict And Management Research

With the global development of information technology, market competition is becoming increasingly fierce. Market competition among enterprises has gradually shifted from a simple product to service competition. How to use limited resources to provide accurate and high quality service and product responding to customer demand is more and more important for companies. Currently there are many theoretical achievements regarding the research of channel conflict management in academic circles at home and abroad, however, applying these theories into enterprise management and concerting this into productivity of company, we should make specific analysis based on the varied circumstances of different enterprises. D company as a Fortune500IT company is also facing this challenge. Now D company is transforming itself from pure hardware vendor to service provider, due to the fact that D company’s direct sales model and distribution sales model currently exist at the same time, and sales department is divided into several large independent business units according to different types of customers worldwide, moreover service sales channel members are independent economic entities who have different goals and interests, therefore, in the process of the sale of services, there must be inevitable contradictions and conflicts which greatly reduce the performance of D company service sales channels. This paper will analyze the causes of channel conflict. Combining the related theory of channel conflict management, it will propose solution based on these reasons.In terms of discourse structure, this paper is divided into six chapters. Firstly, it introduces the service, sales channel, channel conflict and conflict types related concepts and elaborates on the causes of conflict at home and abroad and theories which related to channel conflict management strategies. In the3rd and4th chapter, it explicates D company’s current marketing model, service model and service products, and then conducts a detailed in-depth analysis with respect to D company service channel conflict situation and causes of conflicts. Finally, in chapter5th, applying the channel conflict management theory into practice, it proposes D company services sales channel conflict management strategies and recommendations against D company’s current service channel conflict.