A Study On The Management Of Distribution Channel Conflicts Existing In Chinese Enterprises

With the rapid development of Chinese economy, competition is fiercer than before. Most enterprises realized that effective administration of marketing channels has become crucial for them to survive and succeed in competition. How to harness conflicts of marketing channel is a key factor of channels management, as competition become more and more fierce, any conflict of channels could be deadly for a company' survival. Therefore, most enterprises are paying more and more emphasis on building more reliable and effective marketing channels to gain superiority over their competitors.In this thesis, the author has summarized theories of channel conflicts management systematically and applied the game theory to deeply analyze the current situation of marketing channel conflicts in china. Then, the author made the conclusion that intricacy and generality of Chinese channel conflicts not only due to some classic reasons, such as goal incompatibility, domain dissension, but also due to some particular reasons, such as Chinese undeveloped market, unsound laws, unimproved credit system. Moreover, the author has comprehensively described and analyzed particular cases of Chinese channel conflicts and their different influence on channels effectiveness.The author notices that some channel conflicts have dual nature of influence on channels effectiveness, and cites some examples to illustrate them. But, most channel conflicts are certainly harmful, furthermore, if the healthy conflicts wouldn't be put under control, they will almost certainly become harmful ones for no time. So, channel conflicts must be put under very strict control.For improvement of Chinese marketing channels, the author came up with recipes on both tactical level and strategic level to cope with channel conflicts. The recipe on tactical level is directed at specific characters of Chinese channel conflicts, the author also managed to figure out all kinds of concrete methods, summarize them and make them more scientific and systematic to minimize channel conflicts. The author has researched into channel reform that many Chinese enterprises were carrying out, I name it recipe for channel conflicts on strategy level, and it mainly includes channels integrating and channels contracting. The author pointed out misunderstanding of enterprises in their practices of channel reform. Moreover, the author has compared and analyzed the result of two kinds of reforms, and respectively summarized the advantages and the disadvantages of them. At last, the author pointed out new problems in practices of channel reform, their influence on channels effectiveness, moreover, how to deal with them.