Research On The Channel Conflict Of Company GVD

As market competition intensifies,the difference between technology and products is getting smaller and smaller,and channels are becoming a competitive point in market competition.Market competition forces companies to adopt increasingly complex channel systems,which leads to channel conflicts becoming an inevitable problem in channel management.There are conflicts between distributors,agents at all levels,retailers and companies,which will ultimately affect the price and profit of products.Therefore,channel conflict has become one of the most important factors affecting channel efficiency.Therefore,how channel members deal with conflicts and how to gain competitive advantage through cooperation is the research focus of channel management theory at home and abroad,and also a key issue for enterprise channel management.GVD is a global leader in the daily and edible flavors industry.It is a comprehensive company that researches,develops,produces and sells flavors and fragrances,and accounts for about 25% of the international flavor and fragrance market.After entering the Chinese market in 1988,GVD benefited from the rapid development of the Chinese spice market,and the company's business in China continued to expand.However,in recent years,GVD's marketing channel management has encountered more serious channel conflicts,which has led to problems such as reduced marketing efficiency and reduced customer satisfaction.This article can be divided into five parts.Explain the background and significance of the topic,the research status and review,the ideas and methods adopted.The second part is mainly about related concepts and theoretical foundations,expounding the meaning of marketing channels and the definition of channel conflicts,as well as the causes of channel conflicts and the governance mechanism of channel conflicts,laying a theoretical foundation for the research of GVD's marketing channel strategy.The third part is mainly the analysis of GVD's marketing channel status,including GVD company profile,GVD company channel strategy,GVD company marketing channel conflict performance,GVD company marketing channel conflict reasons,etc.Part of it is GVD's governance of channel conflicts.It mainly analyzes governance mechanisms and evaluation of governance effects.It can be found that GVD's governance of channel conflicts not only effectively controls channel conflicts,but also enhances cooperation among channel members.And improved channel performance.Finally,the sixth part of the paper mainly includes research summary,research limitations and further research directions.I hope that the research in this paper will maintain the sustainable development of the brand enterprise of GVD,and also provide some reference for other related companies.