The Research On Innovative Pattern Of Channal Conflict Management For Coca Cola (China) Beverages Ltd

With the competition becoming increasingly fierce and the brand competition combined with channel competition, wining by contribution is becoming a mutual recognition, but the Channel conflict is unavoidable. How to settle channel conflict, enhance the channel management efficiency, is an important question which beverage company urgently needs to solve.As the leading company, the Coca Cola Company has accumulated certain experience in the channel conflict management, also has formed some unique procedures, but also has the corresponding improvement and enhances the space. The research on how to improve Coca-Cola (China) company's channel conflict management will provide a helpful guidance to this industry.Following this purpose, this paper has probed into the innovative pattern of channel conflict management for Coca cola (China) beverages ltd.Fist of all this paper summarized Coca cola (China)'s existing problems in channel conflict management and utilized the theory of channel conflict management to analyze the causes of formation, types and solutions of channel conflict. Subsequently, the paper establishes an systematic structure of the innovative pattern of channel conflict management, which including organizational mechanism, the early warning mechanism, the conflict degree measurement, the process coordination mechanism, the conflict lubrication and the relational coordination mechanism, the channel performance appraisal system based on the coordination, as well as the information feedback and the channel improvement.The innovation of this new pattern lies in consolidating the organization mechanism, strengthening the company to control the entire channel system, enhancing the conflict foresight ability; increasing the quick reaction capability to the harm leaded by conflict; enriching the crises process control ability, being advantageous in irons out the conflict and reducing losing of the dealer and the terminal customer. Based on above, it is advantageous to the impetus company to transforms the channel structures to channel integration, flattening, and then provided interactive mechanism for the organization to settle down the conflict.Being a strong player in the carbonate beverage market, Coca cola (China) is confronted with the channel competitions not only from international brands but also domestic companies. The channel conflict it faces in its channel competition, the issues it sees in the channel conflict management and its causes analysis, solutions as well as strategic decision shall have abroad catholicity and guidance.