| Yan Bian University Press publishes books about culture&education and Koreanlanguage predominantly. So far, Yan Bian University Press has occupied a dominantposition in the market segment on the kind of culture&education and Korean languagebooks. Yan Bian University Press ranked35th in all the Chinese university Press. Itlooks have not monopoly advantage and scale advantage. With the the market divisionspecialized increasingly, Yan Bian University Press reflects their own competitiveadvantage gradually which presents a rapid development momentum. However,marketing channels which has conflict between different roles are affecting thelong-term development. Studying how to solve the problem has the important academicand practical significance which is not only benefit to the Yan Bian University Press,but also to the the similar enterprises.This paper, according to the theory of foreign scholars on marketing channelconflict, combined with the practice of author in the sales work, researched on thereason of the channel conflict and solution deeply and meticulously which is valuablefor the people who engaged in the marketing channel management.The paper not only refers to the related the theoretical research, but also providesthe Yan Bian University Press’ concrete information, data and management methods,has enough authenticity and persuasive. Author serves as the vice president andmarketing director in Yan Bian University Press. Based on the a quantity of practiceexperience about marketing management, author absorbs and transforms the relevanttheories of marketing channel conflict management, and has some thinking about themarketing. The subject in the paper has further sublimation. It is shown that the research about the marketing channel in Yan Bian UniversityPress possesses representative in the publishing industry, and offers many referentialexperience to the similar enterprises.It is easy to believe that the study of the problemshave great practical value. |
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