基于冲突化解的营销渠道设置研究——以中诺药业为例-research on marketing channel setting based on conflict resolution - taking sinopharm as an example.docxVIP

基于冲突化解的营销渠道设置研究摘 要在经济全球化、竞争激烈化的大背景下，企业能否成功应对日益恶劣的竞争 环境、抵御国内外同行业的进入、做强做大，最关键的是要提高自身的核心竞争 力。而当今世界，除了提高产品的科技含量之外，一个更加重要的因素摆在我们 面前，那就是营销。随着中外学者对营销理论及其应用研究的深入，作为营销理 论 4P 原则之一的“渠道”逐渐从幕后走到我们面前。作为企业大动脉的营销渠 道，其层级结构设计、渠道是否畅通、中间商的关系如何……都是企业在销售活 动中必须要认真思考的重要外部性问题。本文主要利用文献分析法对国内外营销渠道、营销渠道设置进行了研究，对3 个领域进行了如下探索：（1）总结国内外营销渠道管理理论研究成果，对营销渠道内涵、渠道类型 和渠道冲突进行了细致化的分类研究。特别对于本文的研究对象——冲突进行了 详细的讨论。（2）介绍冲突化解的管理创新方法，指出其在管理领域的应用，为文章创 新部分做出指引。（3）构造冲突矩阵。应用文献阅读法对冲突参数进行筛选、对冲突原理进 行了选择并最终构造了完整的冲突矩阵。最后将这三方面的探索结合起来，进行有机结合和综合分析，针对中诺药业 面临的实际问题，提出合理的解决措施。企业在设置营销渠道时，应该根据外部 环境和自身条件，合理地选择销售区域并对成员进行严格的筛选和监督，建立健 全财务和监督评价机制。企业在营销活动时，可根据此矩阵，快捷方便地找到解 决办法。关键词：营销渠道，冲突，TRIZ 理论，渠道冲突iCONFLICT RESOLUTION BASED ON SET OF MARKETING CHANNELSABSTRACTIn the economic globalization and heady competition background. whether the enterprise can successfully coped with worsening competition, stop the same industry enter the market, make themselves stronger, the most important thing to do is to improve their own core competitiveness.And in todays world, in addition to improve the technological content of products, a more important factor in front of us is marketing With the Chinese and foreign scholars study and research Depth of marketing theory .as one of the marketing principles ----channel---one of the theory 4P ,gradually came up to us from scenes’ back.The marketing channels as a corporats’ Artery, whether it’s level of structural and channels are blocked, how the relationship between brokers are those companies that in a marketing campaign must seriously considerIn this paper, using documentary methods to analysis domestic and international marketing channels and marketing channels design , setting the research on the following three areas to explore:（1）Summarized the result of domestic and external research on marketingchannels .Research on the channel type and channel conflict in details .In particular this article study for the object ----a detailed discussion of the conflict.（2）Introduce the approaches how to deal with