TJ公司渠道冲突解决方案

【Abstract】wWw.shuoshilunwen.com TJ group is a big state-owned pharmacy enterprise. it has been one of the biggest pharmacy enterprises after recent years of development. But the marketing channel questions appears, such as the marketing agents sell in others’ areas ,enterprise runs for the marketing resources, big buyers’ price putting, all of these marketing channel conflicts limit the development of the company. This paper try to analyze the channel conflict situation and the update channel model, then redesign new channel model and new details ways to solve the problem of marketing channel conflict questions for TJ group.This paper focuses on TJ enterprise, four parts are included in this paper excepts preface and conclusion. The first part main introduces the basic background ,channel situation and update marketing tactics .the part also mention the developing history for TJ enterprise, update products combination ,price system, channel model, and marketing promotion detail policy and ways. for the second part, it introduces TJ group channel conflict and its reason, this part focuses on the channel conflict coming from the products such as sells in others’ areas ,channel fees conflict and big buyer conflict. For the third part, it analyze the reason deeply for the channel conflict reasons, the conclusion is channel model is unreasonable, not enough understanding of channel risk, be short of the methods to solve channel conflict. The fourth part supply the ideas to solve the channel conflict questions, first, we redesign the channel model, then we can construct the enterprise and agents combination, channel flat management, channel control in products package ,contract signing and channel benefit returning. Thus the aim to solve the