第一章 渠道管理初级版.docVIP

题目、关键词、摘要....................................................................................1 1、引言....................................................................................................2 2.渠道冲突定义 2 2.1渠道冲突概念 2 2.2渠道冲突过程 2 3.文献回顾——七匹狼渠道冲突及管理案例分析 2 3.1七匹狼的渠道冲突主要是多渠道冲突——传统渠道和电商渠道之间的冲突 2 3.3 七匹狼的网络渠道授权分为三个层次，挖掘经销商的优势 3 3.4 七匹狼还有类似于线下加盟店的“大店扶持计划” 3 3.5 七匹狼的线下线上冲突不明显 4 3.6 七匹狼的电商部门不专门的针对网络设计生产网络专供款 4 4.渠道冲突原因 5 4.1渠道冲突的根本原因 5 4.2渠道冲突的直接原因 5 5渠道冲突的管理和协调 5 5.1渠道冲突管理的目的和任务 5 5.1.1渠道冲突管理的任务 5 5.2 渠道冲突的协调对策研究 5 5.2.1渠道冲突的预防 5 参考文献： 6 渠道冲突的理论阐述及协调对策研究 ——七匹狼渠道冲突及管理案例分析 关键词：渠道冲突、渠道管理、七匹狼、激励 【摘要】随着社会的不断进步，商品对经济的不断高度同质化，渠道的发展优化、变革完善是企业健康可持续发展不可或缺的，当然渠道冲突不可避免的。渠道冲突具有双重性质，显而易见的是对企业的发展造成不利的影响，同时，合理化解渠道冲突会更好的促成企业分销目标的实现。关键在于，我们该以什么样的眼光，采取何种方式，把自己的销售渠道建设得更加完善，很大程度上为企业减少运作成本的同时使企业获得更大的利润空间。不能一概而论，还需要我们运用不同的策略，因地制宜地发展。不能盲目迈进，更不能固步自封。消费者越来越成为商家关注的重心，销售渠道也在围绕这一主题进行着演变。对渠道冲突的研究，能够实现对冲突原因和解决方法的基本框架的研究，同时推动营销理论的发展。 Keywords: channel conflict、channel management、Septwolves、stimulate 【Abstract】 With the constant progress of the society, commodity economic highly homogenized, channels for the development of optimization, the change is indispensable to the and healthy development of enterprises, of course, channel conflict inevitable. Channel conflict has dual nature, it is clear adverse impact on the development of enterprises, at the same time, reasonable resolve channel conflict will better facilitate the enterprise to achieve the goal of distribution. The point is that we should with what kind of taste, what way, their own sales channels construction more perfect, to a large extent for enterprises to reduce operating costs and make the enterprise gain greater profit space. Cannot treat as the same, and we need to use different strategies, adjust measures to local conditions to develop. Dont blindly, more cant stuck in the past. Consumers increasingly become the focus of attention, dealer sales channels are also on the subject of the evolution. The stud