Research On Distribution Channel Conflict Management Of Adobe Systems Incorporated

Along with the social division of labor, the development of market economy and the formation of the buyer’s market, the key to the operation and management that enterprises are facing gradually comes out in terms of marketing channels. Channel has become one of the crucial links in marketing combination. In there was no channel, even the best products could not be sold. Meanwhile, the status of manufacturers and channels has changed dramatically."Channel is king" as well as "He who has channels wins the world" has become the focus of many manufacturers’marketing strategy research and management. Almost all of the enterprises have realized the importance of channel construction. Distribution channel, as the main existing form of marketing channel, weighs a lot in the competition between enterprises. Good distribution channels result in the reduced cost, the improved efficiency and the increased profit, while block distribution channels lead to the increased cost, a loss of efficiency and decreased profit, which is presented prominently in the IT industry.This paper takes the Adobe Systems Software (Beijing) Co., LTD., a foreign manufacturer in China which is a wholly owned subsidiary as the research object. Based on the current situation of its distribution channels in China, it illustrates the channel conflicts the enterprise distribution channels have exposed, such as the vertical channel conflicts between manufacturers and distributors and the horizontal channel conflict between different distributors for price and customer resources. Based on the theory of distribution channels and the current distribution channel conflicts of the company, the paper analyzes the causes of these channel conflicts, and tries to put forward some practical measures and solutions. The management strategies in solving distribution channel conflicts put forward in this paper may be helpful for the distribution channel management of the Adobe Systems Software (Beijing) Co., LTD. and all the channel members can develop healthily. This paper is also expected to help the marketers who do research on distribution channel conflicts and management.