1、 第 1 页 共 18 页 渠道冲突问题研究 摘 要：当前市场经济环境下，各种销售渠道的效益差异日益明显, 已成为企业市 场营销中具有决定性影响的重要因素。 渠道冲突在销售活动中经常发生, 渠道成员 在各自利益最大化观念的指导下, 渠道冲突是不可避免的。 解决好企业的渠道冲突, 是企业渠道建设中非常重要的一部分。本文以渠道冲突问题研究作为选题，文中首 先针对于渠道冲突的类型,表现形式及成因进行分析；其次从渠道冲突的优势和危 害两个方面讨论了渠道冲突的影响;最后提出了做好分销渠道的战略设计和组织工 作、慎重选择渠道成员、明确渠道成员的角色分工和权力分配、加强信息的沟通与 交流。文章最后从渠道冲突
2、的以上三个方面进行深入研究,以期为企业提供一些新 的思路与对策来解决或减缓渠道冲突。 关键词：渠道冲突，危害，对策 第 2 页 共 18 页 Study on the Problem of Channel Conflict Abstract:The current market economic conditions, the effectiveness of a variety of different sales channels has become increasingly evident, has become a corporate marketing has a decisive
3、 influence in the important factor. Channel conflict occurs frequently in sales, channel members to maximize their own interests under the guidance of the concept,channel conflict is not bound to. Solve the companys channel conflict is a very important business channel as part of the construction. I
4、n this paper, the problem of channel conflict as a topic, firstly,it analys the type of channel conflict, expression, and causes;sencondly, it discusses the impact of channel conflict which is from both the advantages and hazards; Finally, it proposes that it is necessary to do a good distribution channel strategy design and organization of work, select the channel members carefully,a cl
