渠道冲突问题研究.docVIP

渠道冲突问题研究 摘 要：当前市场经济环境下，各种销售渠道的效益差异日益明显, 已成为企业市场营销中具有决定性影响的重要因素。渠道冲突在销售活动中经常发生, 渠道成员在各自利益最大化观念的指导下, 渠道冲突是不可避免的。解决好企业的渠道冲突, 是企业渠道建设中非常重要的一部分。本文以渠道冲突问题研究作为选题，文中首先针对于渠道冲突的类型,表现形式及成因进行分析；其次从渠道冲突的优势和危害两个方面讨论了渠道冲突的影响;最后提出了做好分销渠道的战略设计和组织工作、慎重选择渠道成员、明确渠道成员的角色分工和权力分配、加强信息的沟通与交流。文章最后从渠道冲突的以上三个方面进行深入研究,以期为企业提供一些新的思路与对策来解决或减缓渠道冲突。 关键词：渠道冲突，危害，对策 Study on the Problem of Channel Conflict Abstract:The current market economic conditions, the effectiveness of a variety of different sales channels has become increasingly evident, has become a corporate marketing has a decisive influence in the important factor. Channel conflict occurs frequently in sales, channel members to maximize their own interests under the guidance of the concept,,channel conflict is not bound to. Solve the companys channel conflict is a very important business channel as part of the construction. In this paper, the problem of channel conflict as a topic, firstly,it analys the type of channel conflict, expression, and causes;sencondly, it discusses the impact of channel conflict which is from both the advantages and hazards; Finally, it proposes that it is necessary to do a good distribution channel strategy design and organization of work, select the channel members carefully,a clear division of labor and the roles and the power distribution of channel members,,and to strengthen communication and exchange of information.The paper studys deeply, in the three aspects of the channel conflict, in order to provide enterprises with some new ideas and strategies to resolve or mitigate channel conflict. Key words: Channel Conflict, Damage, Countermeasure 目 录 1引言 1 2 企业分销渠道冲突的类型及影响 3 2.1渠道冲突的类型 3 2.2中国企业营销渠道冲突的影响 4 3企业分销渠道冲突的原因分析 6 3.1激发渠道冲突的直接原因 6 3.2渠道冲突的深层次原因 7 3.3市场环境上的原因 7 3.4中国企业渠道冲突的成因 8 4 企业分销渠道冲突的对策分析 9 4.1做好分销渠道的战略设计和组织工作 9 4.2慎重选择渠道成员 10 4.3明确渠道成员的角色分工和权力分配 10 4.4加强信息的沟通与交流 11 4.5合理使用渠道权力,防止权力滥用 11 4.6精简渠道结构 12 4.7激励渠道成员 12 参考文献 14 致谢 15 1 引言 在现代市场经济条件下,生产者与消费者之间在时间、地点、数量、品种、信息、产品估价和所有权等方面存在着差异和矛盾。企业生产