Bd In The Chinese Automotive Market Marketing Channel Conflict Management

Modern enterprise' s competition has evolved from previous product and capital prospects to the current distribution channel and marketing strategy prospects, especially the study about distribution channel is more and more emphasized. According to Chinese saying: Who owns the channel, Who owns the world; So the efficient and sustainable developing distribution channel has been one of the most important success factor of enterprise' s competitive advantage. Every channel must have collaboration and conflict, collaboration is the base of conflict and meanwhile conflict further boosts the development of collaboration. Along with the further study by academe and enterprise, the research of the channel conflict is more and more important.This article focuses on the study of Distribution Channel conflict in the operation of BD China Company in China automotive aftermarket, and analyze the root cause of five kinds of distribution channel issue (vertical channel conflict, horizontal channel conflict, imbalance of channel power, low-level trust and invalid commitment) from the view of game theory and channel relationship model, and finally work out the solution proposal to control and manage the distribution channel conflict for the company. This article intends to provide some useful reference to those companies facing the similar confusion of distribution channel conflict in China business.