Analysis On YJ County Branch Of China Unicom Distribution Channel Conflict Control And Managenment

On the january of2009, The ministry of industry and information technologyissued3G licenses.Depends on the W-CDMA technology industry chain and thecompetitive strength of network speed,China Unicom announced new vision----theleader of innovation service for information life.On the one side,China Unicomimproved the shortcomings in2G era,on the other side, China Unicom claimed atarget which the quantity of users and the portion of income reach33percent of thewhole3G market.At28th,aug,2009, China Unicom and Apple declared that ChinaUnicom was being treated the unique trade partner in the next three years.In early2010, I was assigned by YT branch organization to be charged with the YJ countybranch comprehensive work.In this paper, through reference to the distribution channel conflict managementand other related theoretical research results, a large collection of Unicom YJ branchconflict data and related cases, objective summary of company control and preventionstatus, according to the Michman and Sibley“The channel member behaviorintegrated model”and Louis. W. stern3E’s model about The overall performance ofmarketing channel analysis. In this empirical analysis based on, to identify the currentwork is short board, and put forward the feasibility of the improved method is verystrong and the counter measures.This study will help China Unicom YJ branch tochange the passive treatment ofchannel conflict to active control and prevention work level, and adopt a moreconcrete and practical methods: strengthen the distribution channel conflict controlearly warning mechanism, improve the distributors own hematopoietic mechanisms,integration of resources, build platform, reasonable control level distribution channelconflict, to carry out the responsibilities distribution channel conflict control interface,to promote the quality of distribution channels of unicom YJ branch to get improved.