The Research On Distribution Conflict: Internet Distribution Channel And Traditional Distribution Channel

As a new type of intermedium, Internet has developed rapidly not only because of its abundant resource but also the prompt communication, and has become an important part of many people's daily life. Now more and more companies have decided to introduce Internet as a new type of distribution channel to their distribution system. But the problem is many of these companies relied on tradition distribution channel to develop, it is hard to say no conflict will occur after they adopt Internet as another distribution channel. What kind of measures those companies should take to prevent the conflict from happening and reduce the negative affect of the conflict? With the interest to explore possible method to solve this problem, I did research on tradition distribution channel and Internet channel, hopefully they will help companies solve channel conflict in a more suitable way.There are six chapters in this dissertation:Chapter 1: Briefly elaborate the research purpose and research method.Chapter 2: Review on relevant researches, which is the foundation of the whole research. Concluded the research result of distribution channels achieved by foreign and domestic experts, including the definition and reasons of channel conflict, the effect and the possible solutions.Chapter 3: To better analysis the conflict between Internet channel and tradition channel, this chapter mainly introduce the types of this new channel, its characteristics, the development and the trend, then made a comparison between the two channels.Chapter 4: Analysis the reasons that caused the distribution channel conflict. Based on previous research on the channel conflict, combined with the trait of internet, and analyzed the external and internal reasons that caused the conflict.Chapter 5: Bring forward the strategies to manage the conflict between the two different distribution channels, from the goal setting and preventing to conflict managing, then analyzed the specific method to managing their conflict.Chapter 6: Case Analysis. In this chapter, Compaq was taken as an example to analysis the conflict between tradition channel and Internet channel. Mainly discussed the reason of Compaq's failure and proposed some suggestions.Research methods that were adopted in this dissertation: (1) Comparison analysis. Studied the strategies to solve the conflict between the two channels by making compassion analysis. (2) Case Studies. Using the strategies that were analysis in the dissertation, specify the reasons that caused the failure of Compaq and made some suggestions.Compared with former research, the main contributions of this paper are as follows: The topic is new, although many scholars have done many researches on channel conflict, but Internet as a brand new channel model have many different trait, and the importance of internet increase rapidly. The research on tradition channel and Internet channel is very important. But due to the difficult to collect data and the high cost, this paper use Case Analysis instead of Quantities Analysis.