北大仓品牌分析.docxVIP

PAGE 最新 精品 Word 欢迎下载 可修改 齐 齐 哈 尔 大 学 毕业设计〔论文〕 题 目： 齐齐哈尔海信电器分销渠道冲突管理研究 学 院： 应用技术学院 专业班级： 营本062班 学生姓名： 指导教师： 吕洪燕 成 绩： 2010 年 6 月 摘 要 随着 2l世纪全球经济的开展，竞争的日益加剧，销售渠道被越来越多的企业所重视。分销渠道作为营销组合当中的重要环节，其重要性对企业来讲不言而喻。企业往往对渠道冲突重视不够，缺乏相应的渠道冲突协调，导致渠道成员之间的矛盾发生。对企业而言，渠道冲突始终是制约企业开展的一个不可回避的问题，假设不及时引导和处理,就有可能开展成为恶性冲突，进而影响整个渠道的效率，甚至可能摧毁整个渠道。销售渠道中的每一个要素，每一个环节都应该受到企业的高度重视，力争为渠道的高效运行打下坚实的根底，为企业打造一个最适合自己的销售渠道。本文着重分析研究营销渠道冲突的成因、根本类型及活动特点，分别从渠道管理以及降低渠道冲突损失，提出了对海信电器营销渠道管理问题的一些思考，为完善海信电器营销渠道提出建设性意见。本课题在运用营销策略及营销组合的理论根底之上，还借鉴了国内众多营销专著的观点，并融入了个人对渠道冲突的了解和实践工作中的经验，分别从分销渠道的的冲突，管理等方面做了系统的归纳总结。 关键词：分销渠道；渠道类型；渠道冲突 Abstract With the 2l century global economy, increasing competition, distribution channels are more and more attention to enterprises. Distribution channels as an important link among the marketing mix, the importance of the enterprises, the self-evident. Business channel conflict often paid insufficient attention to the lack of the corresponding channel conflict, which resulted in the contradiction between the occurrence of channel members. For enterprises, channel conflict has constrained the development of enterprises is an unavoidable problem, if not timely guidance and process, it may develop into a vicious conflict, thereby affecting the efficiency of the channel and may even destroy the entire channel. Distribution channels in every element of every aspect of business should be attached great importance to strive for the efficient operation of channels and lay a solid foundation for enterprises to create one of the most suitable for their own sales channels. This article focuses on the causes of conflict in marketing channels, the basic characteristics of the type and activity, respectively, from the channel management and reduce the loss of channel conflict, presented to the management of marketing channels Hisense Electrics something to think about, to improve the marketing channe