Research On U Company's Channel Conflict Between Traditional Channel And Network Marketing Channel

The rapid development of the economy has led the quick development of FMCG industry,bringing the new opportunities of the continuous improving on the marketing channel management capabilities.With the support of the Internet information technology,the development of Network Marketing on the one hand solves the enterprise development problems caused by the information asymmetry,on the other hand,has a profound impact on the traditional sales channel management,which has caused the channel conflict.This situation forces the FMCG companies to attach great importance to the traditional sales channels and network marketing channel conflict,to reduce the negative impact to companies caused by channel conflict in order to achieve win-win model of the two channels.In this paper,U company,who is one of the biggest FMCG Company,is chosen as the research object,based on the analysis of the interaction between the traditional and the two kinds of marketing channels,this paper studies the elements of U enterprise in the process of channel conflict management.Through the study of the interaction between the two channels,the author tries to find the root cause of channel conflict.Using SWOT to analyze the channel development environment of U company.Finally,according to the analysis output and the research results,the paper raised some suggestions on how to improve the rationalization of the conflict between the traditional marketing channel and the network marketing channel of U company.I expect that the research of this paper can help U company build its own sales channel system under the booming development of network marketing channel,accelerate the transformation of U company from the single traditional sales channels to an innovated two channel co-developing business model.Parallel,on the basis of the existing resources and grasp the opportunity to improve the channels of innovation,so that it can maintain a greater advantage in the market competition.And I also wish the research conclusion of this paper can be referenced by other companies as well.