论企业品牌战略管理的现状及问题研究毕业论文.docVIP

供应渠道冲突问题分析 PAGE 18 成人教育学院 本科毕业设计（论文） 题目：论企业品牌战略管理的现状及问题研究 Analysis of the supply channel conflict 宁波大学成人教育学院本科毕业设计（论文） PAGE III 摘 要 【摘要】随着我国市场经济的发展，构建稳定高效的供应渠道已经成为企业确立自己竞争优势的重要手段。随之而来的是渠道冲突也逐渐增多，如何对供应渠道冲突进行有效的管理已经成为企业面临的一道难题。本文从供应的角度出发，从渠道冲突的概念以及类型入手，对供应渠道冲突进行理论分析，阐述了渠道冲突产生的原因、形成过程以及对渠道各方面的影响。同时在渠道冲突理论分析的基础上，构建了完整的渠道冲突管理体系，包括渠道冲突管理的原则与目标，过程与步骤、策略与方法。同时把关系型渠道策略和渠道整体优化策略引入到渠道冲突管理中去，并给出了运用渠道权力解决渠道冲突的具体途径。最后采用理论与实际相结合的方法，通过实证分析对供应渠道冲突问题进行详细的分析，为解决冲突问题提供有效的建议。 【关键词】供应；渠道冲突；问题分析  Analysis of the supply channel conflict Abstract 【ABSTRACT】With the development of Chinas market economy, construction of stable and efficient supply channels has become an important means to establish the competitive advantage of companies. Followed by a gradually increasing channel conflict, how to supply to the effective management of channel conflict has become a dilemma the enterprises are faced with. This paper from a supply point of view, from the concept of channel conflict as well as the types of start, supply a theoretical analysis of channel conflict, elaborate on the causes of channel conflicts, formation process as well as the impact of various aspects of channel. At the same time, on the basis of theoretical analysis of channel conflict, constructed a complete channel conflict management system, including channel conflict management principles and objectives, processes and steps, strategies and methods. At the same time, introduce the Relationship-based channel strategy and Channel overall optimization strategy into the channel conflict management. and give specific ways to resolve channel conflict by using of channel power. Finally using a combination of theory and practical method, through empirical analysis of the supply channels to conduct a detailed analysis of the conflict, it has to provide effective recommendations to resolve the conflict. 【KEYWORDS】Supply；Channel conflict；Analysis  目 录 TOC \o 1-3 \h \z \u 1绪论 h 1 1.1写作背景及目的 h 1 1.2国内外渠道冲突研究状况