Coordination Research Of Transnational Corporation's Marketing Channel Conflict

Along with the advancement of the economic globalization, transnational corporations are playing the more and more important role in the international trade, which are also at the core positions in the international marketing system. In the present environment of buyer market, transnational corporations not only focus to their own productivity, but also pay more and more attention to the development and management of the marketing channel which is not easy to be imitated by the competitors. The marketing channel has already become the important factor to connect production with consumption and to realize the goal of the organization. However, along with the widespread application of the information technology and the intense international competition day by day, transnational corporations'marketing channel conflict emerges, which becomes the difficult problem each manufacturer needs to face ever and again. At the same time, it also obtains the academia and enterprises'widespread attentions all over the world. Therefore, how to know correctly and coordinate transnational corporations'marketing channel conflict has become an important content of the channel management.Based on the channel management theory, transnational corporations'marketing channel conflict can be divided into the internal marketing channel conflict and the external marketing channel conflict. The external marketing channel conflict of transnational corporations will be influenced and restricted by the various factors, such as the social culture environment, the macroeconomic environment, science and technology environment of the host country. Compared with the internal marketing channel conflict, its occurrence probability is much higher, and it is more difficult to coordinate, which has become the important research content of the academia. There are the rationality and the reasonable threshold of transnational corporations'marketing channel conflict. If marketing channel conflict level is excessively low, the innovation and transformation of the channel system are difficult. So the enterprises are difficult to adapt to the new environment and the complex change of international market. However, if the marketing channel conflict level is excessively high, the channel members'market competition strength and the holistic advantage of the marketing channel will be influenced seriously, and even to endanger the survival of the organization. Therefore, controlling the channel conflict in the reasonable conflict threshold is extremely necessary.The establishment of the partnership in the marketing channel and the encouragement of the channel members realize the repetitive game between the transnational corporation and the dealer of the host country in the certain degree, which are the concrete ways to coordinate marketing channel conflict and facilitate the channel members'long-term cooperation. The effective coordination of transnational corporations'marketing channel conflict is propitious to improve the channel members'tense relationship, facilitate their close and long-term cooperation, avoid the occurrence of the destructive conflict, and reduce the risks of transnational corporations'internationalization management. Moreover, it is also helpful for transnational corporations'superintendents to realize the importance of the channel resource, re-examine their own channel strategies, and strengthen the control of the channel members'behavior through the channel integration so as to obtain the long-time international competition advantage, which means the important strategic sense to the development of transnational corporations.