混合渠道冲突：原因及通道效应的表现[外文翻译].doc

毕业论文（设计）外文翻译 一、外文原文 Hybrid channel conflict: causes and effects on channel performance 原文： Managerial implications Dynamics of multiple channels As Frazier (1999) asserts, it is important to examine the dynamics of multiple channels throughout the industry lifecycle. The results of this study can help marketers manage their channel systems more effectively as the firm moves through the lifecycle. In general, channel managers would be well advised to be proactive in monitoring the interaction between channel coalitions. A channel manager who only seeks to “put out the big fires” may be overlooking the more frequent everyday conflicts that have the potential to degrade performance. This proactive stance might involve fostering an environment that facilitates open communication or involve a formal mechanism for resolving conflicts. Most importantly, channel managers must be careful when designing a channel system, in order to avoid channel overlap that will facilitate conflict. This is especially true in the latter stages of the lifecycle. From a manager’s view, there is an important benefit to investigating channel conflict from this novel perspective. Channel managers should be able to exert much more influence over hybrid channel conflict than dyadic channel conflict because they possess more power and formal authority within their own organization than they do over another autonomous firm. As a result, managers’ actions are much more likely to have their intended impact with respect to controlling the level of conflict. Specifically, marketing executives and channel managers need to be cognizant of policies that influence the factors that contribute to the frequency of internal conflicts, goal incompatibility and domain similarity. Communications about the roles and goals of the various channels should be explicit to the point where they provide sufficient information to enhance coordination among those responsible for the coalitions. Care must also be taken regard