Research On Marketing Channel Conflicts Management Of K Company

As the effective means for realizing the value of products, the marketing channel is the key passage for the production to marketing.as the enterprise scale became bigger,it will bacame harder and harder to manage marketing channel. And it will lead to marketing channel conflicts beacause of culture difference communication barriers and so on.it's a inevitable issues to how to handle the channel conflicts and improve the competitive power based on integrate the resources. For a long time, by reason of geographical, organizational barriers, enterprise internal marketing channel conflict is difficult to avoid, even hard to find. As the Internet information technology popularization and promotion in the fields of society, the enterprise marketing channels operating statues and proccess have a platform to sharing and control, and in the process of sharing and control platform. Enterprises can use the platform to share marketing information, communicate and coordinate in sales front to avoid marketing conflict, and integrate internal marketing channel resources, so as to transform the marketing channel conflict to the benign competition and cooperation in a win-win situation between the channels.As a group of ERP software and solution provider,the sales cycles and delivery cycle of the products of K company is longer than general consumer goods, in the business operation mode of multi-product and multi-channel coexist, If the lack of information sharing and effective communication, will inevitably cause the channel between competing for the marketing channel conflict problem such as customer resources.The marketing channel conflicts handling of K company is regarded as research object in the article which make the informatization combined with the marketing conflicts theory and actual business situation of K company to conclude the solution by exploring and analyzing the key marketing issues, and carry on the solution by using PMP management idea in order to solve the marketing channel conflicts, integrate the channel resource, and promote company marketing resource utilization and marketing ability to support the implementation of marketing management rules.