快速消费品企业分销渠道冲突分析-conflict analysis of distribution channels in fmcg enterprises.docx

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2018-05-29 发布于上海
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快速消费品企业分销渠道冲突分析-conflict analysis of distribution channels in fmcg enterprises.docx

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快速消费品企业分销渠道冲突分析-conflict analysis of distribution channels in fmcg enterprises

AbstractFastMovingConsumerGoods(FMCG)isoneofthemostfrequentlyusedcommodityvariety.Duringrecentyears,whiletheeconomyofourcountryisgrowingattopspeed，thisindustrygainsgreatmomentuminChina.Withtherapidgrowthofthisindustry,themarketcompetitionisfiercedayafterdaytoo.Themarketcompetitionofalotofproductshasalreadybeenchangedfromthesimplepricecompetitiontothemulti-levelcompetitiongradually.Inthetimesoftheproduct,thepromotion,theadvertisementalltendtobehomogeneity,marketingchannelisconsideredasthesourcethatcanbringtheuniquecompetitionadvantagetoenterprisemoreandmore,thepracticalmarketingchannelhasbecomethemostimportantfactorsoffastconsumableenterprise’survivalanddevelopment.Innovationandpracticalmarketingchannel,thenimbleoptimizedmarketingterminal,constructingthechannelsbrandwithextremelyconsumerloyaltyandsoon,becomeanimportantcapitaltocontrolmarketandtheenterprisedevelopment.Whilemarketingchannelhasbeenresearchedandplannedbyfastconsumableenterprise,channeldemonstratestothetrendofmulti-polarchannel,integrationchannelandrelationshipofchannel.Withthedevelopmentofmarketingchannel,themarketingchannelconflictisalwaysanissue.Anditmakesboththeproductoranddealerhavelostmuch.Distributionchannelmembersandproductssuppliersexistwithinthesame“valuechain”,buttheyrarelyshareidenticaltargets.Meanwhile,differentchannelmemberscompetewitheachotherontheveryscarceresources.Itseemsthatthemarketingchannelconflictisinevitable.Inaddition,thiskindofconflictislikelytocausetremendouslynegativeeffects.Itusuallyinfluencesentities’profitorcashflow.Moreover,itcangenerateevenmoredestructiveeffectsonnormalbusinessoperationsandlong-termdevelopment.Insuchaboomingindustry,whatisthecauseofthemarketingchannelconflict?Isdestructiveconflictinevitablebetweendifferentmembers?Candifferentmemberssolvetheconflictbyadoptinganeffectivemanagementmechanism?Candifferentchannelmembersbuildalongtermtrustandforma“win-win”partnership?Byansweringthegivenquestions,thisarticlepresentstheguidelinestomanagedistributionchannelconflicti