What Are Channel Conflicts?

Channel conflict is a state of hostility or discord among the organizations that make up the marketing channel. Channel conflicts arise when a channel member behaves contrary to the expectations of their channel collaborators. There are three types of horizontal conflict, vertical conflict, and multi-channel conflict. The main reasons are incompatible goals among channel members, different understandings of reality, and conflicts in their fields. The main ways to mitigate and resolve channel conflicts are: (1) clearly defining the rights, responsibilities and scope of activities of channel members; (2) establishing an information strengthening mechanism to strengthen communication between channel members through various methods and means; 3) Seek external forces to resolve through third-party mediation and arbitration; (4) Establish relationship norms, and when channel conflicts arise, they can be resolved according to pre-set norms and procedures. ^[1]

Channel conflict

The causes of channel conflicts seem to be particularly differentiated. In essence, there are seven reasons for conflicts:

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This book needs to be completely relied on by us based on realistic materials and practical experience, as well as the usual accumulation. We really started with the ant's spirit of breaking bones. Disadvantageous start, a collaborator suddenly disappeared for some reason, and took away a lot of our information. Xu Jiuzhou, who organized the adoption company at the time, was sad for a long time. But we did not give up. We started to collect, write, modify, and edit little by little. We stopped many times in the middle, and finally we persisted and finished the whole book. Only we know the sweetness and bitterness.

In order to prevent marketing managers from feeling blunt and difficult when reading, we have boldly innovated our writing and broke through the way this book was written in the past. Of course, this writing has also added a lot of work to us. First we created two characters, one is consultant Ding, the other is asking the manager, and then the entire book uses the dialogue between the two of them as a clue to expand one by one in a situational way. In their dialogue, they were interspersed with 21 latest channel conflict cases, 20 slides, 35 lecture notes, eight knowledge notes and outlines, and a large number of charts, selected from the main financial and economic media in China. Introduced the various phenomena, causes, and solutions to channel conflicts, and systematically introduced the perspectives and tools of channel management. They are very practical, and the writing is lively, full of fun, beautifully arranged, and brings joy to reading!

Channel conflict editor recommendation

Channel conflict is actually a very difficult topic to write. To put it plainly, we can't find any textbook guidance, and no experts have studied this topic alone. In order to prevent marketing managers from feeling blunt and difficult when reading, we have boldly innovated our writing and broke through the way of writing books like this in the past. We have created two characters, one is consultant Ding, the other is asking the manager. The book uses the dialogue between the two of them as a clue and unfolds them one by one in a situational way: not only three-dimensionally introduces the various phenomena of channel conflicts, causes, solutions The method, and systematically introduced the perspectives and tools of channel management, which are very practical, and the writing is lively, full of fun, beautifully arranged, and brings a pleasant reading! We only see a few sporadic articles in Sales & Marketing magazine and on the website. In actual marketing battles, channel conflicts are a problem that marketing managers need to face every day.

Channel conflict author profile

Zhu Yutong: The current general manager of the brand marketing consulting agency (Shenzhen / Shanghai / Beijing). In 2000, 2001, 2005, 2006, and 2007, he was awarded the top ten marketing experts in China and the top ten figures in China's planning industry. Core lecturer of Tsinghua University EMBA class, lecturer of Sun Yat-sen University EMBA president class.

China Marketing Media Holdings Co., Ltd. Adopted Brand Marketing Consulting Co., Ltd. was founded in 1995 by Mr. Zhu Yutong, one of the top ten planning experts in China. It is the first brand marketing consulting company listed in the United States in China, and has created a precedent for Chinese marketing consulting companies listed in the United States. ; Now has Shanghai Admissions, Beijing Admissions, Chengdu Adoptions, Admissions Marketing Institute and Adopt Taozhi Network Marketing Company; now has a smart team of nearly 200 people. The Shenzhen headquarters has a 3500-square-meter super-large marketing planning base, which is recognized as the most powerful aircraft carrier in China's marketing planning industry!

Published nearly a hundred professional articles, hundreds of thousands of words, held hundreds of large-scale special reports, co-authored "planners tell the truth," published monographs "exposing an advertiser's" conspiracy "," very planned "" Marketing X-Files "," Cracking Marketing Mysteries "," Channel Conflict "" Challenge Chinese Marketing 8 New Problems ".

Hundreds of companies' marketing consulting experience, sales and marketing magazine consultant, director of Advertising Herald, market weekly magazine consultant, entrepreneurs internal reference magazine consultant, successful marketing magazine brand plan, Member of the Special Expert Group of "Southwindow New Marketing" magazine, expert consultant of "China Business News", member of the expert committee of the Planning Committee of China Productivity Association, one of the drafters of the professional standards of the professional manager of the People's Republic of China, executive director of Shenzhen Marketing Association Director, Chinese management consulting expert, Chinese management training expert, business management forum planning expert, guest lecturer of Tsinghua University Shenzhen Research EMBA class, guest lecturer of School of Continuing Education of Tsinghua University, editorial board of the National Industry and Commerce Bureau "National Advertising Staff Instructional Materials".

Channel conflict directory

sequence

preface

Chapter One: Channel Conflict

Slide 1 What is channel conflict

Lecture Notes-Basic Types of Channel Conflicts

Case clip 1-Vendor conflict

Case Clip 2-Conflicts between Merchants

Lecture 2 divides several types of channel conflicts from the relationship of channel members:

Slide 2 So-called channeling

Handout

Lecture 4: Reasons for Channeling Goods

Case clip 3-Handling of a stolen cargo incident

Handout Five Channel Cost Conflict

Case clip 4-access fee

Case clip 5-The cost of access is getting higher and higher

Case clip 6 Shanghai Roasting Association and Carrefour dispute is deadlocked

Six major household conflicts

Handout Seven Staff Conflict

Handout Eight System Conflict

Case Clip 7-Promotion Conflict

Case folder 8-Margin system (fund management of Wahaha company)

Ask the manager for notes

Chapter 2: Channel Conflicts in FMCG, Durable Goods, and Industrial Products Industries

Chapter 3 Finding the Roots of Conflict

Chapter IV Methods for Resolving Channel Conflicts

Chapter V Building Channel Loyalty

Chapter 6 Channel Leaders Resolving Channel Conflicts

Chapter VII Building Win-Win Relationships Between Manufacturers

Appendix I Marketing Elite Dialogue

Appendix II Channel Marketing Knowledge Outline

After Reading Finding the "Soul" of Successful Marketing of Chinese Enterprises