A Study Of Guangzhou Red Bull's Marketing Channel Conflict Management

With the rapid market economy development and the significant enhancement of consumer purchasing power of our country,the level of competition in Fast-moving consumer goods market had become increasingly complicated and fierce.The strategies on products,price and promotion that enterprises generally reply on can be easily imitated by competitors.Comparatively,the competitive advantages gained from marketing channels are generally more difficult to imitate and thus they are playing a more distinctly important role in the process of business marketing.The success of marketing channel has become a barometer for business success.It is the lifeline of enterprises.Enterprises can establish their own competitive advantages and core competitiveness by constructing stable and efficient marketing channels.Marketing channels as the key to success have become the consensus of enterprise management.Marketing channel is a hub connecting enterprises and the market and the medium of communication between consumers and products.Since each channel will face pressure such as pressure from its competitors,the increase of personnel salary as well as warehousing logistics costs and the pursuit of profit maximization will inevitably lead to channel conflicts,channel conflicts are unable to avoid.They have evolved into a kind of common phenomenon.Questions such as how to gain a profound understanding of the conflicts;how to effectively solve marketing channel conflicts;how to improve marketing channel management efficiency and how to develop marketing channel competitiveness had become important issues for all Fast-moving consumer goods enterprises to solve urgently.RedBull is the No.1 brand of global functional drinks.It has 22 years of history now since it entered into the China market in 1995.In 2017,the sales scale has amounted to 21 billion RMB,with a total market share of 63% in the Chinese functional drink market.RedBull is now a leading brand in the functional drinks market in China.It is a synonym of functional drinks.But with the rapid development of this market,increase of sales scale and the growing number of marketing channels,the marketing channel conflicts of Red Bull had intensified.Redbull has certain extent of successful experience and unique methods in managing marketing channel conflicts,yet there is room to improve.By researching and improving RedBull's marketing channel conflicts management,it has certain generality and referencing significance to the whole industry.Under this background,with reference to marketing channel conflicts management theories,the article provides an in-depth analysis on the reasons of marketing channel conflicts of Guangzhou RedBull Vitamin Drinks Co.,Ltd.The article had also put forward effective management measures to solve these marketing channel conflicts,which should be able to provide referencing value and experience to those marketing channel conflict managers in the Fast-moving consumer goods industry.