Research On Channel Conflict Of M Brand Goods Card Tire Market Sinking Of G Company

In recent years,under the pressure of raw materials,freight and other costs,tire enterprises set off waves after waves of "price increase tide",coupled with the impact of the epidemic,high operating costs have become the "life and death" of many tire enterprises.Even under the pressure of many factors,G Company,as a tire agent,did not put its eyes on the price,but actively looked for the key new opportunity to open up new markets,that is,to carry out market sinking of its tire sales channel,the sales terminal from the municipal level to the county level.However,the consequence of increasing customer base is that with the development of lower-level agents in the same region,these agents at the same level will have conflicts in the same target market for the same consumer group.Since the channel sinking time is not long and scholars in the past mostly studied channel conflicts from the perspective of manufacturers,G Company,which is a middleman,was at a loss when it encountered such problems.In addition,the tire industry channeling,regional price chaos,product homogenization and other problems appear one after another,G company for M brand goods card tire channel sinking management has become more difficult.Healthy competition is beneficial to the whole marketing channel,but serious or long-term channel conflict may have adverse effects on the efficiency of marketing channel and channel relationship.Therefore,how to understand the marketing channel conflict of G Company’s M brand cargo card tire and effectively manage it has become an urgent problem for G Company to solve.This thesis takes M brand card-tire of G Company as the research object.Firstly,this thesis expounds the research background,significance and methods,and sorts out the relevant researches on marketing channels,card-tire marketing channels and channel conflicts.Secondly,through the analysis of G company’s M brand goods card tire marketing channel composition,management status as well as the characteristics and status of the goods card tire industry,supplemented by questionnaire survey and in-depth interview,the author obtained M brand goods card tire marketing channel conflict in the county sales area division limited,different distributors different discounts lead to the channeling of six specific forms.Then,according to the scholars’ research on the causes of channel conflict and the above mentioned marketing channel expression form of M brand goods card tire,the causes and effects of the marketing channel conflict are further analyzed.Finally,combined with the actual situation of G company,it is proposed that the channel conflict management of M brand goods card tire can take the cross-combined management,multi-business cooperation to pressure the channeling strategy.The innovation point of this thesis is to select the research object is the middleman,on the one hand is to study the marketing channel management problem from multiple perspectives,on the other hand is to help the current tire industry dilemma and tire middlemen to find solutions to solve the offline channel conflict to provide relevant reference,hoping to make a modest contribution to the development of more small and medium-sized tire enterprises.