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Study On Management Of The Sales Channel Conflict Of The D Company

Posted on:2014-05-15Degree:MasterType:Thesis
Country:ChinaCandidate:C H ZhangFull Text:PDF
GTID:2309330428979020Subject:Business administration
Abstract/Summary:PDF Full Text Request
As a well-known IT company, Dell is well aware of it’s direct model and great supply chain system, once had been No.1of PC selling at the world. Nowadays global PC market is dropping14%as IDC data in Q1,2013. Dell has already known the channel business was criterion to win as common view in IT industry, but also has been troubled by the practical problem by channel conflict. In this paper, the management of marketing channel conflict of Dell is studied, and other enterprises, especially similar enterprises could learn from the case of Dell’s analysis about marketing channel conflict management.According to the theory of modern marketing and strategy, the phenomenon of Dell’s channel conflict and its causes is analyzed in-depth, the external and internal environment of Dell is analyzed, and the system of management strategy about Dell marketing channel conflict is built from the perspective of strategy and ability. Based on the problem of selling beyond agreed areas, scramble of customers resources, prices, inventory, technical support, etc., the causes of Dell marketing channel conflict including the inherent structural problems of marketing channel, discrepancy in cognition between channel members, defective motivate mechanism, management out-of-control, etc. is pointed out. Through the analysis of internal and external environment of Dell, the channel construction and management should be improved and strengthened urgently as Dell’s strategic focus. In particular, if channel construction and management would not be strengthened, Dell’s future development would be greatly affected. For Dell, which both had the channel and the direct model clearly.According to the guiding principle of marketing channel conflict managementand the management strategies of marketing channel conflict are suggested, which included strengthening the control of channel, strengthening the channel order management, placing more emphases on the control of selling beyond agreed areas, optimizing the structure of distribution channels, and establish an effective incentive mechanism. According to the coordination mechanism of marketing channel conflict, coordination mechanism for the process is suggested, which includes the measurement of the level of channel conflict, the profit and loss assessment, the definition of conflict level, the coordination of the process of channel conflict and early warning management of channel conflict, and coordination mechanism for the relationship is suggested, which includes establishing strategic alliances of the channel members, establishing the mechanism of mutual stimulation and supervision, mastering the ability to control conflict, establishing the mechanism to ensure long-term cooperation, building up the channel relationship of property right, and strengthening brand development on the important end customers.
Keywords/Search Tags:Marketing channel, Channel conflict, Conflict management, Managementstrategy
PDF Full Text Request
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