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1、齐齐哈尔大学毕业设计（论文）题目：齐齐哈尔海信电器分销渠道冲突管理研究学院：应用技术学院专业班级：营本 062 班学生姓名：指导教师：吕洪燕成绩：2010年6月 15 日摘要随着 2l 世纪全球经济的发展，竞争的日益加剧，销售渠道被越来越多的企业所重视。分销渠道作为营销组合当中的重要环节，其重要性对企业来讲不言而喻。企业往 往对渠道冲突重视不够，缺乏相应的渠道冲突协调，导致渠道成员之间的矛盾发生。 对企业而言，渠道冲突始终是制约企业发展的一个不可回避的问题，若不及时引导和 处理,就有可能发展成为恶性冲突，进而影响整个渠道的效率，甚至可能摧毁整个渠道。销售渠道中的每一个要素，每一个环节都应该受到
2、企业的高度重视，力争为渠道的高 效运行打下坚实的基础，为企业打造一个最适合自己的销售渠道。本文着重分析研究 营销渠道冲突的成因、基本类型及活动特点，分别从渠道管理以及降低渠道冲突损失， 提出了对海信电器营销渠道管理问题的一些思考，为完善海信电器营销渠道提出建设 性意见。本课题在运用营销策略及营销组合的理论基础之上，还借鉴了国内众多营销 专著的观点，并融入了个人对渠道冲突的了解和实践工作中的经验，分别从分销渠道 的的冲突，管理等方面做了系统的归纳总结。关键词：分销渠道；渠道类型；渠道冲突AbstractWith the 2l century global economy, increasing
3、competition, distribution channels are more and more attention to enterprises. Distribution channels as an important link among the marketing mix, the importance of the enterprises, the self-evident. Business channel conflict often paid insufficient attention to the lack of the corresponding channel
4、 conflict, which resulted in the contradiction between the occurrence of channel members. For enterprises, channel conflict has constrained the development of enterprises is an unavoidable problem, if not timely guidance and process, it may develop into a vicious conflict, thereby affecting the effi
5、ciency of the channel and may even destroy the entire channel. Distribution channels in every element of every aspect of business should be attached great importance to strive for the efficient operation of channels and lay a solid foundation for enterprises to create one of the most suitable for th
6、eir own sales channels. This article focuses on the causes of conflict in marketing channels, the basic characteristics of the type and activity, respectively, from the channel management and reduce the loss of channel conflict, presented to the management of marketing channels Hisense Electrics som
7、ething to think about, to improve the marketing channels Hisense Electric constructive comments. The issue in the use of marketing strategy and marketing mix based on the theory, but also learn from the domestic point of view of many monographs marketing and channel conflict into a personal understa
8、nding and practice of work experience, respectively, from the distribution channel conflict and management have done a system are summarized.Key words: distribution channels; channel type; channel conflict目录摘要IAbstract II一、分销渠道冲突的相关理论1（一）渠道冲突的含义1（二）分销渠道冲突的类型1 1水平性冲突12垂直性冲突13多渠道冲突2二、齐齐哈尔海信电器分销渠道现状分析3（一）齐齐哈尔海信电器分销渠道概况介绍3 1市区内分销渠道32外县分销渠道3（二）齐齐哈尔海信电器存在的分销渠道冲突介绍4 1海信电器水平性冲突42海信电器垂直性冲突4（三）齐齐哈尔海信电器渠道冲突的原因分析5 1渠道成员间的冲突52渠道成员目标不一致53发货渠道的不统一54窜货造成严重的销售网络冲突6三、齐齐哈尔海信电器分销渠道冲突的控制与管理7（一）渠道冲突的控制7 1分销渠道的统一化72有效合理控制窜货
