Research Of B Corporation's Marketing Channel Conflicts Managment

Channel conflict is a double-edged sword.If properly used,it will bring vigor and enthusaism to the channel.However,if improperly managed,the channel conflict will be changed into manlignant conflict,which will cause a destructive impact. As a famous International laborotary equipments manufacture, the Corporation B established a branch in China in order to catch the fast train of the booming China market after realizing the prospect of Scientific Tesing Industry.Although there is a big growth in sales in the next few years,fierce conflicts appear in its marketing channel,which cause a very negative influence to the stability of the channel and the sales growth.This paper describes the classification of channel conflict,root of the conflict and how to manage the conflit of some documents.The paper analyzes the performance of the conflicts,seeks the reasons of the conflicts,put forward the solution to the current conflicts and the management strategies which can prevent and manage these conflicts by interviews.Research shows that cultivate channel loyality and build partner marketing channel are the best ways to manage the marketing channel conflicts in the current channel status.The paper use a real company as the research object and analyze the conflicts existing in the marketing channel and the problems faced when solving and managing these conflicts.After analyzing,the paper tries to put forward an useful channel managemment systems and rules to help the company to develop a healthy marketing channel,increase the sales and improve the reputation.In addition,the author hopes the paper could offer recommodations to the managers serving for the Scientific Testing Iudustry and micro-supplements to the marketing channel conflict management theories.