The Research Of D Company Channel Conflict Management Strategy

With the rapid development in today’s society, channel has become a more and more paramount role in the development of the market. It is impossible to take its place in the battle field, the business world, if the company cannot create or make good use of the sales channel.D company is a multinational company engaged in the R&D, production and sales of precision dicers, precision grinding equipments, and related supplies. Its global turnover is over one billion U.S. dollars, and sales in China nearly two hundred million U.S. dollars. D company’s equipment, positioned upstream of the manufacture of electronic components in the IT industry, plays an important guiding role in the development of the industry. The market share of this equipment in IT precision cutting equipment is more than80percent, accounting for almost all the first-tier&second-tier chip manufactures, which also has high demands of the marketing channels. The design and management of sales channels is a big project for D company. Meanwhile, the conflict between the channels will be difficult to avoid. Thus, resolving these contradictions is vital to all levels of managers in D company.Through the analysis of the weak enthusiasm of channel partners in Chinese market, the conflict to rob customers among different agents, dealers, and traders, together with the channel conflicts, combined with theoretical analysis and comparison of the case analysis, the paper specially points out the problems that present in D company in terms of marketing channel, and how to adopt marketing channel modes to avoid conflict to the limits, improving the efficiency of channels. Besides the suggestions and prospects raised from the paper, it also figure out the deficiencies in process of research, which made certain guiding significance for D company and other similar companies in selling expensive industrial equipment, that is, reducing the channel conflict between manufacturers and distributors, enhancing the channel efficiency, eventually achieving the effect of coordination.