渠道冲突管理策略研究.doc

论文摘要 随着买方市场的形成市场竞争日趋激烈同时产品价格促销越来越同质化而作为产品或服务顺利到达顾客手中的营销渠道却越来越引起企业的关注和重视因为渠道已经成为一种稀缺资源是企业的无形资产也是企业获取差异化竞争优势的重要手段之一它的存在与运行效率直接影响着企业的市场地位然而面对越来越激烈的市场竞争随之而来的是企业与中间商之间的冲突加剧的问题更加明显地暴露出来至今已演化为一种非常普遍的现象它们严重影响了生产商营销渠道的经济效益和竞争力因此研究渠道冲突并科学有效地管理渠道冲突不仅具有重要的理论意义更具有重要的现实意义 本文以心理学组织学及管理学中的冲突管理理论为基础系统地概括和总结了国内外对渠道冲突的研究成果同时站在生产商的角度综合考虑渠道的效率就如何科学地管理渠道冲突提出了自己的观点本文主要创新之处是分别从微观和宏观的角度提出渠道冲突管理的方法和策略全文由三部分组成 第一章明确指出了营销渠道冲突的研究背景及意义同时综述了目前国内外有关营销渠道冲突管理的研究现状 第二章对渠道冲突进行了深入系统地分析首先介绍了渠道冲突的概念及类型其次分析了渠道冲突的影响作用形成原因衡量方法最后对渠道冲突与渠道权力渠道合作及其与渠道成员满意度渠道效率之间的关系进行了阐述旨在为后面的渠道冲突管理提供理论基础 第三章是本文的重点部分就如何对渠道冲突进行有效地管理进行了全面论述这一部分首先介绍冲突管理的目标基本原则和具体步骤然后在此基础上从两个角度提出了渠道冲突管理的具体方法和宏观策略并指出了各种影响渠道冲突管理策略运用的因素 关键词营销渠道渠道冲突冲突管理 Abstract With the emergence of buying market, market competition becomes more and more fierce, and product, price and promotion are becoming homogeneous. On the other hand, great concern is rising from the side of enterprises for managing and marketing, as channels for product or service to be delivered to customers. Because channel is now a rare resource, an invisible asset of enterprises, and one of the essential instruments for corporations to win differential competition advantages. Its presence and running efficiency lead right to the changing of marketing niche of the enterprises. With more and more fierce market competition, conflicts between enterprises and middleman unveiled, and even have evolved into an extraordinarily common phenomenon. Those conflicts severely affect producers’ financial benefit and competitive power in managing and marketing. Therefore, study on channel conflict and effective management on these conflicts is significant both theoretically and practically. Taking conflict management theories in psychology, histology and administration as theoretically framework, the thesis provides a systematic introduction to and summery on research results on channel conflicts both abroad and domestically. Then the writer takes a comprehensive overview on the efficiency of channels from p