The Research On Channel Conflict Management Based On Channel Power

Since the last seventies, studying the influence of the channel power to channel conflict has become a prominent role in channel research. However, the conclusions of different researchers are different: some researchers found that the coercive power relative to the no coercive power has more influential on channel conflict. Besides, the coercive power could give rise to channel conflict, rather than the no coercive power to the contrary, such as Lusch(1976); Some researchers found that the correlativity, which the no coercive power will reduce the conflict and the coercive power increases, is lower than what we expected. In some countries, even the relationship between the coercive power and the channel conflict is inapparent, such as Gask(i1984), Don Y. Lee(2001). Most researches in our country are focus on the empirism of real practice; do not analyze the relationship from the highly theoretical. According to the characteristics above, this research draws lessons from domestic and international relevant research results and carries on overall and systematic research between channel power and channel conflict, and brings forward channel conflict management strategies based on the point of power perspective.The research work of the article mainly includes four followings: 1)What aspects does the different types of channel power influence the conflict? 2)How to classify the channel power in order to highlight the impact of conflict on the channel? 3)Do the combination of interpersonal Guanxi and the power has influence on channel conflict? 4)How to make use of channel power and interpersonal Guanxi in reason to deal with the conflict? As a result, this article starts with the connotations of the theory of channel power and conflict, finds that the channel power and its uses plays an important role on channel management, especially the relation with channel conflict is much close. Secondly, based on the perspective of power, this article suggests that the influence of channel power on conflict should analyze from two aspects, which are power structure and power usage, as well as the power usage also should classified to two sides--the unexercised power and the exercised power. With this understanding, it gives some suggestions on how to use the channel power rationally. Finally, by analyzing the direct and indirect effects of the Guanxi to Channel Conflict before, it puts forward how to strengthen the interpersonal Guanxi in order to manage the channel conflict.