Research On Channel Conflict Management Of Sports Goods Industry

Based on the theory of channel conflict management studied by scholars, and combined the theory with practice as well as normative and empirical research, this paper takes adidas (China) corporation as a case, which is an international famous sporting goods company, to analyze its conditions of channel conflict. At first, this paper describes the status of the existing channel conflict theory. Beginning with the concept and types of distribution channels, this study analyzes the channel conflict theories in detail, and the types of distribution channel conflict, stage of development, the causes and the channel conflict management strategies are analyzed in detail. Then, the current development status and the existing distribution channels structure of adidas (China) corporation are introduced. Then the methods of Porter’s five forces model and SWOT model are employed to analyze current main problems of channel conflict of adidas (China) corporation, which are the conflicts between brands and major distributors, the conflicts between the various dealers, and the conflicts between the traditional channels and electricity supplier channels. Then on the basis of former, this research proposes steps and methods to solve channel conflict of adidas (China) corporation, and also the corresponding implementation of improvements.Finally, it summarizes the main contents and conclusions, and also points out the existing deficiencies and further research directions. The results of this research hope to provide some practical guidance and reference on channel conflict management for other companies in the same industry.