渠道冲突的成因与对策--毕业论文定稿.doc

学号： 　 江 苏 工 业 学 院 毕业设计（论文） （ 2009 届） 题 目 渠道冲突的成因及对策 学 生 李涛 学 院 经济管理学院 专 业 班 级 营销051 校内指导教师 温春玲 专业技术职务 讲师 校外指导老师 杨大弟 专业技术职务 高级工程师 二○○ 渠道冲突的成因及对策 摘 要：营销渠道的冲突是企业所普遍面临的问题，是渠道管理者十分关注的一个重要方面。由于许多企业不但平时疏于防范，而且对冲突的管理不规范，无有效的冲突处理机制，最终导致渠道系统困难重重，降低了渠道运作的效率，使企业的经营面临危机；因此寻求应对冲突的策略对企业来说非常迫切，如何正确的认识和有效地控制渠道，已经成为许多营销经理所面临的棘手问题。本文在国外理论的基础上结合我国市场环境实际状况，从渠道冲突出发，从制造商、经销商和政府的角度来探讨渠道冲突的成因及对策。渠道成员要在建立成员间共同目标；明确成员的权力和责任；合理分配渠道资源与成果；加强成员间的沟通与交流；设立专门的调解组织；仲裁、诉讼、退出等方面努力，政府方面要加强法制建设和加快基础设施建设。 关键词：渠道冲突；成因；对策 The Origins And Countermeasures Of Channel Conflict Abstract: The marketing channel conflict is a question which the enterprise generally faces, and also is an important aspect which the channel superint endents extremely pay attention to. Not only are many enterprises usually neglect the guard of channel conflict, but also have no standard management or effective processing mechanism of channel conflict, and as a result the channel system is beset with difficulties and also reduces the efficiency of channel operation, moreover it will cause the crisis of the enterprise. Therefore it is urgent to seek countermeasures of channel conflict, how to understand the channel correctly and control it effectively has already became a delicate matter that many marketing managers should face. In this paper, on the basis of foreign theories combining the actual situation of Chinese marketing environment, the author explores the causes and countermeasures of channel conflict starting from the perspective of manufacturers, distributors to government. Channel members should establish common goals, make rights and responsibilities clear, and a rational allocation of the outcome and resources, enhance communication and exchanges, and establish professional organizations, arbitra