The Research On Sales Channel Conflict Management Of XT Photovoltaic Module Company

The photovoltaic module manufacturer XT photovoltaic module company studied in this paper belongs to the new energy industry（emerging sunrise industry）,but the sales model is biased towards the traditional sales channel and model of bulk commodity trade.Under the background of the changing new era,it seems out of place.The problem of channel conflict is becoming more and more serious,and there is an urgent need for innovation and reform in channel conflict management.In terms of theory,it mainly draws lessons from the theories of marketing channel and marketing channel conflict management,including the concept,classification and characteristics of channel conflict,the causes,impact and how to manage channel conflict.On this basis,the company profile,marketing status and existing marketing channel structure of XT photovoltaic module company are analyzed.In terms of research methods,questionnaire and interview methods are adopted.The question setting of each questionnaire and interview involves the specific content of channel conflict and management.Through the summary and analysis of the questionnaire and interview results,it deeply reveals each conflict between different channel members and different channel levels,including horizontal channel conflict Vertical channel conflict and multi-channel conflict,as well as the conflict performance between channel members at different levels in each channel conflict,such as the conflict between distributors,distributors and retailers,and the conflict between distribution channels and direct sales channels.Then,the causes and effects of the problem are summarized in detail.Propose solutions for each conflict,including distributor selection and management,regional division,fleeing control,price system,conflict handling mechanism,national manager,information sharing,production and marketing target coordination,informatization,sales staff training and management,channel optimization and integration,etc.This paper provides a new perspective and ideas for the research and application of marketing channel conflict management theory,which provides a important theoretical guidance.Taking the real operation status of XT photovoltaic module company as a reference,and taking the representative sales channel conflict of traditional foreign trading of bulk commodities as an analysis example.It is of great practical value to summarize the problems existing in channel conflict and the practical experience to solve the problems,refer to the channel designing,reform and solution of channel conflict of new energy enterprises,especially photovoltaic module enterprises.