渠道冲突的激励与约束机制研究.docxVIP

目 录 TOC \o 1-3 \h \z \u 一、营销渠道冲突相关概述 2 （一）营销渠道冲突的概念 2 （二）营销渠道冲突的类型 3 （三）营销渠道冲突对企业产生的影响 4 二、渠道冲突产生的原因分析 4 （一）渠道冲突的直接原因 4 （二）渠道冲突的根本原因 4 三、企业渠道冲突的现状分析 6 （一）企业针对渠道冲突管理的必要性 6 （二）企业渠道冲突的现状 6 四、渠道冲突的激励与约束机制的完善策略 7 （一）解决渠道冲突的原则 7 （二）解决D公司渠道冲突的方法和策略 9 （三）保障措施 10 五、总结 12 参考文献： 13 PAGE 1 渠道冲突的激励与约束机制研究 摘要：生产商和经销商共同构成了渠道系统，形成一个松散的利益共同体，同时也存在着各自不同的自身利益。由此，渠道成员在选择渠道整体利润最大化或个体利润最大化作为努力目标的过程中常常出现道德风险。这种渠道成员间自身利益的冲突对产品的价格、利润和品牌造成严重影响。例如，由于市场竞争的加剧,渠道中经销商和经销商之间的横向冲突(比如窜货等)经常发生，并最终导致制造商和经销商之间的纵向冲突。渠道冲突的严重后果是会使市场价格体系混乱，中间利润丧失,最终甚至导致产品退出市场。可见，营销渠道冲突经常发生，并直接威胁营销渠道系统的维系与正常运转。因此，在营销渠道建立之后，如何对渠道冲突进行有效的预防和管理，促使渠道稳定和高效率地运行是生产商营销管理的一项重要任务。而现实情况是，大量企业在渠道管理上都存在渠道冲突问题。本文基于这个现状对公司渠道冲突的激励与约束机制进行探讨，重点分析了公司渠道冲突产生的原因、公司针对渠道冲突进行管理的必要性和现状以及相应的改善对策。 关键词：渠道冲突；渠道冲突管理；激励机制；约束机制 Research on Incentive and Restraint Mechanism of Channel Conflict Abstract：Manufacturers and distributors together constitute a channel system, forming a loose community of interests, but also have their own different interests. As a result, channel members often face moral hazard in the process of choosing the maximization of overall or individual profits as their goal. This conflict of interests among channel members has a serious impact on the price, profit and brand of products. For example, due to the intensification of market competition, horizontal conflicts between distributors and distributors (e.g. goods channeling) often occur, and eventually lead to vertical conflicts between manufacturers and distributors. The serious consequence of channel conflict is to confuse the market price system, lose intermediate profits, and eventually even lead to the withdrawal of products from the market. It can be seen that marketing channel conflicts often occur, and directly threaten the maintenance and normal operation of marketing channel system. Therefore, after the establishment of marketing channels, how to effectively prevent and manage channel conflicts and promote the stable