The Research On Marketing Channel Confliction Of Heilongjiang Province SMEs

Although the theory research amount on the current domestic marketing channel confliction is not less, there is hardly any specifically aiming at the Professional research on the marketing channel for Heilongjiang Province SMEs. As the strategy of revitalizing the old industrial bases in Northeast region is strongly carried out, Heilongjiang Province SMEs develop more and more rapidly and they get more and more widely attention. But the channel management system of Heilongjiang Province SMEs is unsound, most of the companies are still using traditional extensive management mode without establishing the management administration comprehensively and systematically, which caused channel confliction universally existing in the whole Heilongjiang Province SMEs' marketing channel process. Updating channel concept, changing channel mode have become the problems which Heilongjiang Province SMEs must face and deal with.In this situation, the paper firstly analyses Heilongjiang Province SMEs' marketing channel's problems and current status, mainly from the manifestation and the main caused reasons of Heilongjiang Province SMEs' marketing channel. Secondly, by using the hierarchical structure model theory it evaluates Heilongjiang Province SMEs' marketing channel management; through choosing 50 Heilongjiang Province SMEs as confliction management samples it solves, evaluates and analyzes Heilongjiang Province SMEs' marketing channel management statistics in order to get all levels of the problems of Heilongjiang Province SMEs' current marketing channel confliction. Subsequently, according to the conclusions on evaluation model we have key to construct Heilongjiang Province SMEs' marketing channel confliction dynamic management system, which includes six aspects of member information management subsystem, confliction defense subsystem, confliction warning subsystem, confliction analysis subsystem, confliction resolution subsystem and communication coordination mechanism. Then, based on the theory of relations promised coordination model the paper manages and controls Heilongjiang Province SMEs' channel confliction. Finally the thesis proposes security measures of Heilongjiang Province SMEs' marketing channel confliction effective management, which must ensure that Heilongjiang Province SMEs' marketing channel confliction management system complete and implement successfully.