【作者】 陈佩；

【导师】 陈涛；

【作者基本信息】 武汉科技大学 ， 企业管理， 2007， 硕士

【摘要】 在当今中国市场上,渠道冲突现象十分普遍,导致渠道冲突的原因很多,除了一般理解的某些直接原因外,环境因素也是导致渠道冲突的一个重要原因。本文认为环境中的文化因素会对渠道冲突产生重大影响,应重视文化环境的作用。本文首先回顾了渠道冲突的相关理论,在此基础上分析渠道冲突形成的原因,将渠道冲突的原因分为内部原因和外部原因。本文重点研究外部原因中的文化环境对渠道冲突产生的影响,在介绍中国传统文化的基础上,结合实际案例与西方理论研究,从价值观、道德规范、行为习惯、风险规避、内部体制和沟通等几个方面展开研究。然后,通过构建模型,提出假设,并在文化用品行业进行实证分析。通过研究发现,这些文化因素会对渠道冲突产生不同的影响,其中价值观、行为习惯、风险规避和内部体制对渠道冲突产生正向影响;道德规范、沟通对渠道冲突产生反向影响。最后,根据这些研究结果对如何处理渠道冲突问题提出一些建议。更多还原

【Abstract】 In the market of today in China, channel conflict is widespread and there’re many reasons for it. Apart from some direct reasons generally understood, environment factors are also a major reason leading to channel conflict. This paper thinks that culture factors in environment have a significant impact on channel conflict, so we should pay attention to the role of culture.This paper reviewed the channel conflict theories, based on which we analyzed the reasons of channel conflict. The reasons of channel conflict were divided into internal reasons and external reasons。This paper focused on how the cultural factors in external reasons would affect channel conflict. On the basis of introducing traditional Chinese culture, we carried out studies from the values, ethics, behavior, risk aversion, internal system and communication combining practice and western theoretical study . We built a model, made assumptions, and then made an empirical research in APRIL industry. The research showed that these factors had different effects on channel conflict. Values, behavior, risk aversion and the internal system had a positive impact on the conflict; morality, communication had a reverse impact on the conflict. At last, according to these findings we put forward some suggestions to deal with channel conflict.更多还原