Abstract
Along with our country's rapid economic development and the increasingly fierce market competition,enterprises begin to realize that the effective marketing channel management is the important condition of enterprise to obtain long-term competitive advantage.The marketing channel system is unceasingly rich and degree of channel competition intensifies,which makes the marketing channel conflict problem begin to gain more and more attention by enterprises.Channel conflict management is an important content of channel management,as competition intensifies,any of the channel conflict is likely to cause significant losses to the enterprise.
As competition intensifies,the study of channel conflict problems gain more and more attention.From the definition,the present situation,the suggestion and analysis ,these four aspects,this article analyzes the channel conflict,especially points out the dependencies is a foundation for the formation of a channel conflict,and analyzes the channel conflict in detail on the possible impact of marketing channels.Secondly,this paper points out that the channel conflict management should fully understand the process of conflict management,the correct use of negotiation strategies to solve the channel conflict,and briefly introduces the new channel mode,e-commerce channels.In addition,this paper gives the domestic enterprisetwo kinds of channel conflict management advice about widespread problem of transregional vendor：vendor integration and separation functions.Final part is about detailed analysis of the typical cases of success or failure of enterprises channel conflict management.
Keywords：Marketing channels; Channel conflict; Conflict management
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