A Study On SCTC Company’s Channel Conflict Based On Stakeholder’s Value View

SCTC Company is a branch of C Company in charge of marine diesel engine sales management in Chinese market, which is the largest manufacturer of diesel engine over 50 horsepower around the world. In view of the characteristics of small volume, personalized and high service requirements of the marine diesel engine market, SCTC company’s market channel is one level distribution channel. Due to the marine market is so complex that direct buyer is shipyards, end user is ship owner and design institute also involved, there are a lot of channel conflicts occurred on distribution’s sale region. Nearly 45% of the sales are in this kind of case of horizontal channel conflict. If SCTC company can’t effectively manage these channel conflicts, it will seriously damage the market channel, hinder the further development of SCTC company.In this study, we research the conflict of marketing channel of SCTC company based on stakeholder’s value view, by using the method of theory with practice. The situation and root causes of the channel conflict, and the influence of channel conflict on SCTC company are analyzed in detail with the real case, to find out the current problems in the management of channel conflict. Using the stakeholder theory, analysis the attributes of the related groups in the marketing channel and identify the stakeholders. The power and interests of the stakeholders are also researched. According to stakeholder management theory, combined with channel conflict management method, the management measures and suggestions of SCTC company’s channel conflict are put forward as:Establish the distributor interest alliance; Establish effective incentive and punishment system; Establish effective communication platform among the distributors; Optimize the structure of market channel.This study of channel conflict is not only limited to members of the organization, but also research the rights and interest of other organizations in marketing channels by the view of stakeholder. Try to get the best channel conflict management effect by comprehensive consideration of the interests of all parties in market channel.