文档介绍：营销渠道冲突管理研究
摘要: 伴随市场竞争日益猛烈, 品牌竞争已经融入到渠道竞争, 渠道制胜已成为企业经营共识, 渠道冲突在所难免。 怎样处理渠道冲突问题, 提升渠道管理效率, 是企业越来越亟待处理关键问题。 可口可乐企业作为饮料行业领头羊, 在渠道冲突管理方面积累了一定经验, 也形成了部分独特做法, 不过也有对应改善和提升空间。
本文在对营销渠道冲突理论进行叙述基础上, 对可口可乐(中国)企业营销渠道冲突作为案例进行研究和探讨, 含有一定普遍性和借鉴意义。
关键词: 营销渠道; 渠道冲突; 可口可乐企业
Abstract: With the competition becoming increasingly fierce and the brand competition combined with channel competition, wining by contribution is becoming a mutual recognition, but the Channel conflict is unavoidable. How to settle channel conflict, enhance the channel management efficiency, is an important question which beverage company urgently needs to solve.
As the leading company, the Coca Cola has accumulated certain experience in the channel conflict management, also has formed some unique procedures, but also has the corresponding improvement and enhances the space. The research on how to improve Coca-Cola (China) company’s channel conflict management will provide a helpful guidance to this industry.
In this paper, the marketing channel conflict theory expounded on the basis of the Coca-Cola (China) Company marketing channel conflict as a case study and discussion, have a certain universality and reference.
Key words: Marketing Channel; Channel Management ; The Coca-Cola
一、 营销渠道冲突理论
1、 渠道冲突
渠道冲突是指某渠道组员意识到另一个渠道组员正在从事会损害、 威胁其利益, 或以牺牲其利益为代价获取稀缺资源活动, 从而引发她们之间争吵、 敌对和报复等行为。
任何一个营销渠道在发挥其作用同时肯定存在着冲突, 因为在营销渠道功