Research On IBM China Company Software Product Marketing Channel Conflict Management

As the degree of the domestic information technology in all walks of life is increasing day by day, information products is becoming more and more widely used and deeply. Software products as most of the information of the product also more and more attention, the basis of supply and demand stimulus led to numerous software vendors emerge unceasingly, and add to the fierce market competition. How to make their own software products quick and accurate sales to the user? Among all kinds of marketing, the establishment of a scientific and reasonable marketing channel is one of a kind of important, however, because involves a balance of interests and the characteristics of the software product itself, as a successful software vendors will not be able to avoid the generation of channel conflict, and increasingly become a common phenomenon exists. How to effective management of software product channel conflict, make towards a more positive and efficient channel network, is undoubtedly has a certain practical significance to exploration.In this paper, through the system at home and abroad are summarized on the research achievements of channel conflict management, including the type of channel conflict, manifestation, cause and management strategy and relevant factors. And according to the IBM software products marketing channel in the domestic status quo combined with practical work experience first puts forward the problems in the process of channel management, and sums up the characteristics of the channel conflict, analyzes the causes of the channel conflict. According to the channel drive system in mining the methodology behind the channel strategy behind its implementation, and according to the three types of channel conflict:the horizontal channel conflict, vertical channel conflict and cross channel conflict and software features, the channel conflict management strategy respectively puts forward the improvement opinion. Believe in both channel network set up and channel conflict management, to the domestic industry enterprises in the process of the development of marketing channel.