【作者】 刘伟；

【导师】 云虹；

【作者基本信息】 华中科技大学 ， 工商管理， 2004， 硕士

【摘要】 随着市场竞争日趋激烈,分销渠道开始成为厂家抢占的堡垒。但由于渠道冲突的大量存在,极大影响了企业的业绩。因此企业如何加强渠道冲突的管理与控制就显得日益重要。尤其在我国日化行业,由于各种因素的影响分销渠道冲突现象相当严重,如何协调管理日化行业渠道冲突是日化行业健康发展的重要保障。本文采用理论分析与实证研究结合的方法,在系统分析和总结国内外渠道冲突理论的基础上,对我国日化行业渠道冲突的现状、发展趋势以及渠道冲突的成因做了较深入的分析,并从战略的高度提出了日化企业处理渠道冲突的方法和策略。本文首先从分销渠道的概念和类型结构入手,对渠道冲突理论进行了详细的阐述,分析了分销渠道冲突对渠道各方面的影响,尤其是对渠道效率的影响,以及造成渠道冲突的一般原因;接着介绍了我国日化行业渠道的发展历程和现状,在对日化行业分销渠道的结构、特点及最新发展进行调查研究的基础上,深入分析了我国日化行业的渠道冲突特点,并结合我国日化行业的特点和现状,剖析引起日化行业分销渠道冲突的具体因素。最后,提出了日化行业分销渠道冲突的管理和控制思路,即首先通过渠道尽量设计避免可预期的各种冲突,采用事先通过双方协商达成共识和签订协议的方法,然后在渠道运作过程中出现潜层次冲突的某种现象后采取相应的策略处理,最后在冲突发生后采取事中处理策略和事后补救措施。更多还原

【Abstract】 The marketing distributing channel is of great importance in the commodity economy, as its distributing function greatly affects the efficiency of the marketing. Channel cooperation, conflict and relationships have been an important area of research in marketing. There are numerous conflicts among members of market channels in reality, especially in the daily chemical industry trade. With the development of the industry, the traditional channel has been experienced more and more competition from new marketing environment. Channel conflict has always accompanied the development of new marketing channels, such as the introduction the Internet, channel conflicts are intensified by the unique characteristics of the electronic marketplace.Channel members are susceptible to channel conflict as it has a great impact on the efficiency of operations of marketing channels. And In turn, it will have an impact on enterprise’s overall profitability. Measures should be done to properly resolve the channel conflicts.Firstly ,this thesis elaborates the detailed principles to the conflict theory of the channel on the basis of the concept of the distribution channel and type structure, and analyzes the conflict impacts on different fields of channel of distribution channel, especially the impact on channel efficiency and the general reason of the channel conflict。Secondly, it introduces the development course and current situations of daily chemical industry channel in our country. And Analyzes the channel conflict characteristic of the daily chemical industry trade of our country on the basis of the structure,the characteristic and the newest survey. Then it Analyzes the concrete factors of causing the conflict of distribution channel of daily chemical industry trade. At last, it puts forward to several measures of the management and the control of the thought to resolve this problem.更多还原