安利公司营销渠道冲突管理的的研究论文.docx

重庆大学硕士学位论文摘要中文摘要随着市场竞争日趋激烈，分销渠道成为各企业抢占的堡垒。但由于渠道冲突大量的存在，严重地影响了企业的业绩。因此，如何加强对渠道冲突的管理与控制显得日益重要，对于安利公司来讲，各种因素影响分销渠道冲突现象相当严重，如何协调管理安利公司的渠道冲突是安利公司健康发展的重要保障。本文采用理论分析与实证研究相结合的方法，在系统分析和总结国内外渠道冲突理论的基础上，对安利公司渠道冲突的状况、成因做了较深入的分析，从战略的高度提出了安利公司处理渠道冲突的方法和策略。本文首先从分销渠道的概念以及类型结构入手，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、造成渠道冲突的原因和对渠道冲突的管理策略进行了详细的分析。接着介绍了安利公司的渠道发展历程和渠道现状，在对安利公司的分销渠道的结构、特点进行调查研究的基础上，分析了安利公司渠道冲突的特点，并结合安利公司的特点和现状，剖析引起安利公司渠道冲突的具体因素。最后，对安利公司的渠道冲突管理进行了系统性战略思考，即首先确立安利公司渠道冲突管理的系列目标，然后制定安利公司渠道冲突管理的系统框架，最后根据安利公司的具体情况给出渠道冲突管理的策略和相关实施建议。关键词：安利公司，分销渠道，渠道冲突，渠道冲突管理I重庆大学硕士学位论文英文摘要ABSTRACTThe marketing distributing channel is of great importance in the commodityeconomy, as it’s distributing function greatly affects the efficiency of the marketing.Channel co-operation, conflict and relationships have been an important area ofresearch in marketing. There are numerous conflicts among members of market channelin reality, especially in Amway. With the development of the industry, the traditionalchannel has been experienced more and more competition from new marketingenvironment. Channel conflict has always accompanied the development of newmarketing channel. Such as the introduction the Internet, Channel conflicts areintensified by the unique characteristics of the electronic marketplace.Channel members are susceptible to channel conflict as it has a great impact on theefficiency of operations of marketing channels. And in turn, it will have an impact onenterprise’s overall profitability. Measures should be done to properly resolve thechannel conflict.Firstly, the thesis elaborates the detailed principles to the conflict theory of thechannel on the basis of the concept of the distribution channel and type structure, andanalyzes the conflict impacts on different fields of channel of distribution channel,especially the impact on channel efficiency and the general reason of the channelconflict. Secondly, it introduces the development course and current situations ofAmway. And it analyze