渠道冲突的成因及对策.doc

学号：05429119江苏工业学院毕业设计（论文）（2009届）题目渠道冲突的成因及对策学生李涛学院经济管理学院专业班级营销051校内指导教师温春玲专业技术职务讲师校外指导老师杨大弟专业技术职务高级工程师二○○九年六月渠道冲突的成因及对策摘要：营销渠道的冲突是企业所普遍面临的问题，是渠道管理者十分关注的一个重要方面。由于许多企业不但平时疏于防范，而且对冲突的管理不规范，无有效的冲突处理机制，最终导致渠道系统困难重重，降低了渠道运作的效率，使企业的经营面临危机；因此寻求应对冲突的策略对企业来说非常迫切，如何正确的认识和有效地控制渠道，已经成为许多营销经理所面临的棘手问题。本文在国外理论的基础上结合我国市场环境实际状况，从渠道冲突出发，从制造商、经销商和政府的角度来探讨渠道冲突的成因及对策。渠道成员要在建立成员间共同目标；明确成员的权力和责任；合理分配渠道资源与成果；加强成员间的沟通与交流；设立专门的调解组织；仲裁、诉讼、退出等方面努力，政府方面要加强法制建设和加快基础设施建设。关键词：渠道冲突；成因；对策TheOriginsAndCountermeasuresOfChannelConflictAbstract:Themarketingchannelconflictisaquestionwhichtheenterprisegenerallyfaces,andalsoisanimportantaspectwhichthechannelsuperintendentsextremelypayattentionto.Notonlyaremanyenterprisesusuallyneglecttheguardofchannelconflict,butalsohavenostandardmanagementoreffectiveprocessingmechanismofchannelconflict,andasaresultthechannelsystemisbesetwithdifficultiesandalsoreducestheefficiencyofchanneloperation,moreoveritwillcausethecrisisoftheenterprise.Thereforeitisurgenttoseekcountermeasuresofchannelconflict,howtounderstandthechannelcorrectlyandcontroliteffectivelyhasalreadybecameadelicatematterthatmanymarketingmanagersshouldface.Inthispaper,onthebasisofforeigntheoriescombiningtheactualsituationofChinesemarketingenvironment,theauthorexploresthecausesandcountermeasuresofchannelconflictstartingfromtheperspectiveofmanufacturers,distributorstogovernment.Channelmembersshouldestablishcommongoals,makerightsandresponsibilitiesclear,andarationalallocationoftheoutcomeandresources,enhancecommunicationandexchanges,andestablishprofessionalorganizations,arbitration,litigation,etc.Governmentshouldreinforceourlegalsystemconstructionandspeedupinfrastructureconstruction.Keywords:Channelconflict；origins；Countermeasures摘要···································································Ⅰ目录···································································Ⅲ一、引言·······························································1二、渠道冲突的涵义及类型···············································1（一）渠道冲突的涵义···········