Research On The Improvement Of The Management Of Marketing Channel Conflicts In Landmark Beer

With the maturity of beer market gradually in china, the entry of big foreign beer companies makes the situation of rivalry much fiercer day by day. In the competition with the brand as a centre, channels have been the keystone that the lots of beer companies focus on. As a fast-moving consumer goods industry, the channels in beer industry have its own characteristic. With the intensification of channels competition, the problem of channels conflict becomes more and more obvious, which demands more scientific management to channels conflict. This research on channel conflict of Landmark beer can instruct the beer companies to widen sales channel, and dominate the channel stably according to the rational management to sales channel. Then it helps the enterprises obtain channel advantage compared to the rivals, analyzes the relative merits of varies of sales channel modes, probes the characteristic about them, and dells with the conflict among them to reach the purpose of heightening market share and channel efficiencyThis paper takes Landmark Beer Company as a sample, and minutely summarizes the current situation of marketing channel in beer industry and the existed problems in conflict management in company. Then it combines with the basal theory of channel conflict management, and roundly treatises the origin of channel conflict,the type and the approach to solve it. What's more, it analyzes the current situation of channel conflict management of Landmark Beer Company in the round, and then classifies channel conflict into two categories: long-term channel conflict and short-term channel conflict. It concludes the short-term management strategies of Landmark Beer Company with the help of two means: FAHP and DELPHI, and proposes long-term management strategies of channel conflict using the method of qualitative analysis. At last, the paper proposes some implementer suggestions with combination of the above-mentioned management strategies.It have some universality and instructional significance for channel conflict of Landmark Beer Company which is met in the competition of marketing channel, as well as the existed problems,the reasons and the approach in channel conflict management. This paper detailed investigates the quantification of some analysis approaches to channel conflict, and maybe has some detective actions to the channel management of Landmark Beer Company.