Products Channel Conflict And Management In Kimberly-clark (China) Company

With the competition becoming increasingly fierce, more and more corporations are taking marketing channels construction as one of elements of competitiveness, which is especially for FMCG companies. As we know, one effective and reasonable market channel will play a vital role in FMCG selling strategy.In this background, this paper reviews the evolution history of Kimberly-Clark(China)’s marketing channels model, and focus on analysis of current status of Kimberly-Clark(China)’s marketing channels model. One of purposes of this paper is that locates company’s existing problems and conflicts, and then, after doing survey, getting some researching data and combining basic theories of marketing channels, this paper proposes some value and valuable projects on how to make the marketing channels more suitable for company’s development stage. One of advantages of this paper is that combines theories whit practices together and has special target.In all projects of construction of new marketing channel, one deserved to be mentioned, which I called as "balanced management scheme". The most significant characters of this project is that it regard the marketing channel as a whole organic integrity. Because of this, it has two different parts of solutions which specific to two parts of channel respectively. The first part is named as "inner-policy ",which focus on how to keeping dynamic balance between members of marketing channel. The purpose of this strategy is making profit distribution between members more reasonable and building a long term cooperate relationship between them. One the other hand, the second part---"outer-policy" is aimed at setting common destination for members, which is stronger brand strength and expand marketing shares. This destination will share the advantages of Kimberly-Clark(China)’s profit growth with other channel members and build up a reliable and trustworthy relationships between company and customs.