The Research Of ASD’s Marketing Channel Conflict Management

As the development of IT and internet,marketing channels have greatly changed,from the traditional stores to the online marketing channels,from the internet to the mobile internet and intelligent terminals,all these are big challenges for the companies to adapt the new environment.Such as the supermarket,household department store and brand store,the million numbers of sales terminals become the most important problems for the management of marketing channel.As a result of the development of multichannels conflicts,the conflicts turn to more complexity and intensity.By the income increasing and urbanization developing,the cookware industry has increased by 11.6% per year.The size of the marketing reached 30 billion in 2016.The foreign brands and local brands are all effort to attract quality customers in the mid-range market.As a national brand,ASD company faces a great shock,underperformance in growth,slow expansion in channel.Many small and middle-sized partners are unstable.These problems bring increasing and serious conflicts,which greatly impact on the company’s development.In this paper,through the analysis in organization,operating,and management of the ASD company,in combination with the practical cases in ASD’s marketing conflicts,it tries to find the deep reason of the conflicts.With the help of these theories of marketing mix,channel management and game theory,try to search for the solutions to the ASD’s marketing channel conflicts.Through these solutions,the ASD company can improve the channel efficiency and have a better performance.Mean while provide helps for the cookware industry and the other companies’ channel conflicts management.