Jahwa Company Anti-"Flee Goods" Management Improvement Research

Along with the development of the Internet, the marketing channel structure of enterprises has changed a lot. There are many new channels appear which lead to more frequent channel conflict and enterprises suffer a greater challenge while managing the channels.Jahwa is a famous cosmetics company in China with100years of history. The products, especially the bestsellers have been bothered by channel conflict for many years. The company has implemented the anti-"flee goods" management system in2009. Although the channel conflict phenomenon becomes better, because there are many problems in the old conflict management system, the "flee goods" phenomenon seems to get worse the following years.This article reviews and summaries the related theories of channel conflict and papers about channel conflict management of domestic and foreign studies. Then it analyze the exist management system of Jahwa and put forward key issues about business process> technology method and sales policy. Combining with channel conflict management theories while learning advanced domestic and foreign anti-"flee goods" management experience, author comes up improvement program and advice for Jahwa which based mainly on product tracing, channel monitoring and sales regulation. That include enhance product identification, improve delivery process of logistics, establish a diversified channel monitoring means, longitudinally extending monitoring system, optimize sales target setting and dealer appraisal system and soFurthermore, author uses interview, survey and data extraction to evaluate and analyze the improvement program. From the assessment results, because of the implementation of part of the program, product traceability effectiveness and production efficiency of Jahwa improved a lot. The Solutions and advice which we come up are good guiding and operability for Jahwa to improve the anti-"flee goods" management. At the same time, it can also give advice and inspiration to the same industry’s cosmetics companies about anti-channel conflict control.