The Research Of Distribution Channel Conflicts Of S Company And Solution Strategy

Tool industry in China has stepped into a period of fast development. With the rapid growth of this industry, more and more companies have involved in. Due to the harsh competition, efficient distribution channel as an important marketing means can help tool manufacturers to increase their market share and enhance the core competence. However, channel conflicts always exist in the distribution channels. Some of them are functional, but the majority of them are destructive. Severe channel conflicts will decrease the efficiency of distribution channels seriously. There are also serious channel conflicts existing in the distribution channel of S company, so how to manage the channel conflicts has become a key issue for S company.The thesis illustrates the concept of channel strategy, design of channel structure, how to select distributors and the flow path of channel strategy. The thesis also illustrates the channel conflicts, including the concept of channel conflict, stage of development, classification of channel conflicts, the reasons that caused channel conflicts, the influence and management of channel conflicts. With the combination of distribution channel system of S company, the thesis also describes the concrete channel conflicts existing in S company and analyzes the reason behind and furthermore proposes some effective solutions for S company to settle channel conflicts.With comprehensive competition environment, S company not only needs to provide better products and service to customer, but also needs to establish effective distribution channel. So the management of distribution channel as a branch of marketing will be an important topic for research.