（参考）企业销售渠道的原因及对策分析.docVIP

企业销售渠道的原因及对策分析 ?????????????????????????????????????? ????????????????????????????????????????????? 企业销售渠道冲突的原因及对策分析?摘要：企业销售渠道作为企业市场营销4Ps中的一部分,近年越来越受到企业的重视。随着营销渠道结构日趋复杂，渠道冲突的发生越来越频繁，形式也是多种多样。渠道冲突如处理不好，会严重影响企业市场营销目标的实现，甚至会给企业带来灭顶之灾。为了使企业对销售渠道冲突有一个更清楚的认识，并对处理渠道冲突的常用对策有一个了解，本文通过对大量营销实例的分析和研究，并结合其他众多专家对渠道冲突的研究成果，对渠道冲突的类型、根源、对策、对策选择、渠道冲突处理中应注意的问题等方面进行了详细的分析和论述。本文从分析渠道竞争入手，把渠道冲突分为四种类型即同质冲突、水平渠道冲突、垂直渠道冲突和不同渠道间的冲突；本文分析得出渠道冲突的根本原因是渠道成员追求各自利益最大化和渠道成员之间所固有的相互依赖，具体原因有目标分歧、领域差异、对现实的不同理解等；处理渠道冲突的对策有积极性对策：沟通、激励、建长期合作关系、建立产销战略联盟等，消极性对策：谈判、调解、仲裁、退出等；最后本文指出了渠道冲突处理中应注意的几个问题。关键词：销售渠道?? 销售渠道冲突?? 渠道冲突类型??? 渠道冲突根源?? 渠道冲突对策Counterplan And Causes For Conflicts In Marketing Channel Of Enterprise Abstract: Marketing channel ,as a part of the 4Ps in marketing ,is more and more valued by enterprises in recent years .As the complication of marketing channel structure increases ,conflicts in channel occur more and more frequently and their forms are diversified .Handled improperly ,conflicts in channel may seriously threaten the realization of marketing targets ,or even invite disaster to an enterprise .In order to help the enterprises formulate a clearer recognition of conflicts in marketing channel and have a detailed understanding of the counterplans dealing with conflicts in channel ,this essay give a detailed analysis and discussion about the types ,causes ,conterplans ,conterplan choice of conflicts in channel etc .It is based on the analysis and study of a number of marketing samples and the research results of many other experts in marketing channel .This essay begins with analyzing competition in channel and then divides conflicts in channel into four types: homogeneity conflicts ,horizonal channel conflicts ,vertical channel conflicts and inter-channels conflict .From the analysis of this essay ,one may draw a conclusion that the basic reason for the channel conflicts is that channel member pursuit the maximization of individual profit but inherently they are interdependent on eac