Research & Application About Management Of Channel Conflict Between Producer And Dealer

Marketing channel , as one of factors of combination about 4P in marketing management, which play a key role on the marketing decision-making in enterprise. With the emergence of buying market, market competition becomes more and more fierce, and product, price and promotion are becoming homogeneous. marketing channel not only is one of the essential instruments for corporations to win differential competition advantages but also is now a rare resources or an invisible asset of enterprises,With more and more fierce market competition, conflicts between enterprises and middleman unveiled, and even have evolved into an extraordinarily common phenomenon. Those conflicts severely affect producers' financial benefit and competitive power in managing and marketing. Therefore, study on channel conflict and effective management on these conflicts is significant both theoretically and practically.The thesis provides a systematic introduction and summery on research results on channel conflicts both abroad and domestically. subsequently taking into account forms of channel conflict and analyzing cause about channel conflict or influence of channel conflict. Then the writer takes a comprehensive overview on how to establish faithfulnes of channels and how to regulate channels from producers' perspective, provide a suit of design for channel conflict between producers and dealers, which is put in practice' in AC corporation and get avail effect.