Study On The Marketing Channel Conflict Management Of Scale Industry

Marketing channel systems are increasingly affected by the changes of the economic, technical, social and cultural environment. In this process of change, conflict among channel members also increasingly affects the efficiency of the channel. Although A company’s sales grew rapidly in recent years, but the current channel conflict had been quite prominent. The main reason is not to resolve channel conflict.This article uses theoretical and empirical research method. Based on literature data collection and interviews of A company’s dealers, we have studied the company’s marketing channels. A company’s main sales channels are direct sales and distributors. Although the A’s channel construction made a very big score, but there was still many problems. First, transverse conflict becomes more serious between distributors. Regional protection policies between distributors increasingly challenged and damaged by bug sell. Second, The A and the distributors also appeared conflict. Power, strength, balance between A and distributors are being broken. The aim and idea between two sides are becoming inconsistent. There are many root causes for these problems. First, the target between A and distributors is different. Second, tasks and rights of the channel are not clear. The third reason is the interdependence between producers and distributors. The fourth reason is the lack of efficient communication between the two sides of channel conflict. There are also many direct causes for these problems. The first reason is poor coordination between manufacturers and large distributors who have strong bargaining power. Second, consignment sales model increases the amount of funds of manufacturers. The third reason is technical consulting and services. Fourth, distributors sales product from competitor bring greater competitive pressure for manufacturers. Can different members solve the conflict by adopting an effective management mechanism? Can different channels members build a long term partnership? There are a series of measures to solve the above problems of marketing channels. First, manufacturers and distributors have to use Super MBO that can achieve bilateral cooperation. The second method is choosing the right distributors. The third method is establishing a communication mechanism between the channels. The fourth method is establishing distributors exit mechanism.How to manage marketing channel is a long term and arduous task, How to control the marketing channel conflict is one of the most important issues in it. We hope that this article can be of help to practitioners to some extent, especially make some contribution to domestic scale industry.