营销渠道冲突理论研究毕业论文.docVIP

中文摘要 随着中国经济的快速发展和市场竞争日趋激烈，企业普遍认识到有效的营销渠道管理是企业获得长久竞争优势的重要条件。营销渠道的竞争优势被越来越多的企业所重视，渠道竞争激烈程度的加剧，促使营销渠道冲突频频发生。渠道冲突治理是渠道管理的重要内容，随着竞争加剧，任何的渠道冲突都有可能给企业造成重大损失。同样，利用构筑稳定、高效的营销渠道作为确立自己竞争优势的手段逐步得到了企业的重视。得渠道者得天下，营销渠道是否高效、畅通，是现代企业利于不败之地的关键 本文首先从定义、分类两个个方面分析了渠道冲突。其次，本文通过阐述了国内外相关理论，说明了营销渠道冲突发生的原因，并结合市场营销相关理论与知识，找出解决营销渠道冲突问题的有效解决的对策。最后，本文通过三个案例来进一步解释说明各种类型的渠道冲突。 关键词：营销渠道；营销渠道冲突；冲突； ABSTRACT With Chinas rapid economic development and increasingly fierce market competition, enterprises generally recognized that effective marketing channels management is an important condition to obtain long-term competitive advantage. The competitive advantage of marketing channels have been paid attention to by more and more enterprises; competition for channels have been increasing;all these resulit in frequent incidence of marketing channel conflict. Channel conflict governance is an important matter. With the intensifying channels competition, any channels conflict are likely to cause significant damage to the enterprise. Likewise, for enterprises, the use of constructing a stable and efficient marketing channels as a means of establishing their own competitive advantages has been gradually paid attention to. Who win channels, who will win the world! Whether marketing channels are highly efficient, smooth or not, is the key element to determine a enterprise’s success or failure. Firstly, we analyze channel conflict from its definition and classification. Secondly, by collecting and analyzing relevant theories at home and abroad, we present causes of marketing channels conflict; then by combing with related theory and knowledge of marketing, we present some corresponding solutions to effectively address the marketing channels conflict. Finally, we make further explanation of different performance types of channel conflict by three cases. Keywords: marketing channels; marketing channel conflict; conflict 目 录 中文摘要………………………………………………………………………………I 外文摘要……………………………………………………………………………II 1 绪论 1 1.1 研究的背景