Reaserch On The Marketing Channel Conflict Management Of Y Tea Substitute Company Limited

The Y substitute Tea Co.,Ltd.(here in after referred to as Y Company),occupies an important position in the emerging alternative tea industry.The beginning of the establishment coincided with the booming development of e-commerce,and the advantages of e-commerce seeking cost have prompted Y to steadily advance the offline channel layout.At the same time,actively plan to develop online channels.However,due to the industry's initial stage of development and its own inexperience,companies have encountered many channels and conflicts in the implementation of online and offline channels,how to deal with the relationship within the offline channels,how to balance the interests,the various positions caused by the strong position of the e-commerce platform How to solve the contradiction,how to coordinate the relationship between the new channel members and the conflict between the traditional channels and the e-commerce channels has become a problem that plagues the development of the enterprise and needs to be solved urgently.Focusing on the above issues,this article,based on the literature review,defines the relevant concepts involved in the paper and introduces the relevant theories.It uses field research and targeted interview methods to understand the basic situation and marketing of Y Company.The analysis of the development system of the channel model and the marketing channel conflict performance system.Y company's existing marketing channel model is mainly wired offline channel and online channel.According to the existing channel model and the performance of the marketing channel conflict,this article divides the Y marketing channel conflict into vertical marketing channel conflict and horizontal marketing channel conflict.In this way,through the analysis of the conflict in the marketing channels,based on the real reasons for finding out the Y company's marketing channel conflicts,the relevant countermeasures for resolving the conflict in the marketing channels were proposed.After research,this article believes that for the Y company's vertical channel conflicts should be established by the establishment of industry associations to enhance the satisfaction of the marketing channel members and appropriate use of channel power to start;for the conflict of horizontal channels should be adopted to formulate product differentiation strategy and channels and channels of interest between Share to solve.Through the research on Y company's marketing channel conflict management,it is hoped that it can provide a model for the management of new alternative tea industry corporate marketing channels on the basis of effectively solving the Y company's marketing channel conflicts,and also provide certain research for conflict management in the multi-channel mode.The theoretical basis.