文档介绍：山西财经大学
硕士学位论文
中国企业营销渠道冲突管理研究
姓名:郜晓芳
申请学位级别:硕士
专业:企业管理
指导教师:邰苎
2006-03-31
摘要

随着我国市场经济的深入发展,市场竞争日趋激烈,目前利用构筑稳定、
高效的营销渠道作为确立自己竞争优势的竞争手段正在被越来越多的企业所采
用。营销渠道作为重要的外部资源和产品价值实现的载体,对企业经营的影响
日益增大,特别是近年来,基于渠道利益而产生的渠道冲突频繁爆发,并且至
今已演化为一种非常普遍的现象。因此,必须对企业营销渠道冲突进行有效的
管理。
渠道冲突作为企业之间相互对抗的一种行为,由于渠道成员的相互依赖而
不可避免。当前,由于渠道的不断变革,使得渠道冲突呈现出多样性、复杂性
的特点。作为渠道管理的重要内容,渠道冲突管理是在充分认识渠道冲突的基
础上实施的一个动态的、系统的管理过程。纵观国内企业渠道冲突管理,往往
处于一种事后处理阶段,缺乏必要的规范性,更缺乏一整套完整的渠道冲突管
理策略。本文结合大量案例对当前国内企业渠道冲突的现状、原因、结果进行
了深入分析。在此基础上,对国内企业渠道冲突管理的主体进行了初步的思考,
较为完整的提出了国内企业渠道冲突管理的激发、保持和处理策略和常见冲突
问题的对策。

【关键词】营销渠道渠道冲突冲突管理策略

3
Abstract

With the in-depth development of China's market economy, market
competition is ing increasingly fierce, at present, the use of a
stable, efficient marketing channel as a means to establish their own
competitive advantages is being used by more and more enterprises.
Marketing channels, as an important achievement of the value of
external resources and product carriers, is playing more and more
important role on the business growing, especially in recent years, the
frequent outbreak of the conflict channels resulted from the interests of
channels has evolved into a mon phenomenon. Therefore, we
need manage enterprise marketing channels conflict effectively.
Channel conflict, as a confrontation between enterprises, is inevitable
because of interdependence of the members of the channel. At
present, owing to the constant change channels, the characteristics of
channel conflict e diverse plex. As an important
component of channel management, channel conflict management is
required to fully understand the sources of conflict in the implementation
of the basis of a dynamic and systematic management process. In
domestic enterprises channel conflict management, it is always in a
stage to deal with after the events, lacking of the necessary standard,
even plete set of channel conflict management strategy. The thesis,