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1、摘 要 I摘要摘要企业营销渠道就是商品和服务从生产者向消费者转移过程的具体通道或路径。由于渠道成员的归属不同，各成员之间必然存在例如目标不一致、渠道结构不合理、信息沟通不畅等问题，这些问题都会引发渠道冲突，使渠道效率下降，甚至是渠道某些功能的失调。企业渠道冲突管理已成为众多管理者关注的焦点。本文以渠道结构对渠道冲突的影响为视角，深入分析渠道冲突形成机理以及渠道结构与渠道冲突之间的相互关系，并提出了相应的基于渠道结构前提条件下的渠道冲突的管理对策。为企业带来新的管理理念，让管理者从调整渠道结构中各成员之间的关系来更好的运营企业，增加渠道效率。全文共分为五个部分，第一部分为绪论部分，主要介绍了论文
2、的选题背景、研究思路以及论文研究方法；文章第二部分介绍相关文献。首先阐述本课题国内外学者的研究现状，并进行了综合评述；文章第三部分分析企业营销渠道冲突的形成的机理分析。在这一章里首先介绍渠道冲突的根源，分析企业渠道冲的态度性根源和结构性根源；文章第四部分分析渠道结构的调整对渠道冲突的具体影响；文章第五部分提出企业渠道冲突管理的策略。 文章的最后两个部分，也就是第四章和第五章是本文的重点部分。通过本文的研究得出以下主要结论：1 企业渠道冲突无处不在，企业的生存发展是在不断的变化，只要是企业做出调整就说明企业的渠道冲突的存在，在发展变化的同时渠道成员也在不断调整，难免会有渠道冲突的出现或因渠道冲突
3、而调整渠道结构。2 渠道结构中各成员之间的关系是渠道冲突形成的主要原因。调整渠道结构中渠道成员之间的关系是解决渠道冲突的基础。3 营销渠道冲突的存在是必然的，我们做的最理想的程度是延缓或降低冲突程度。4 营销渠道冲突的出现并不是坏事，事实上，一定程度的渠道冲突和矛盾显示出企业分销网络的活跃和生气，也有助于渠道成员的竞争和优胜劣汰。5 渠道冲突的激烈程度还可以成为判断冲突双方实力及商品热销与否的“检验表” 。本文试图从渠道结构对渠道冲突的决定性影响这一视角分析企业营销渠道冲突的ABSTRACTII机理和管理策略，相信会对企业管理人员带来新的管理视角和策略。关键词关键词: :渠道结构渠道结构 渠道
4、冲突渠道冲突 管理策略管理策略ABSTRACTIIIABSTRACTThe enterprise marketing channel is the bond of enterprises and consumers; it is the bridge for enterprise to get into the market and the important factor for enterprise to keep their persistent competitive advantages. Because the channel members belong to different
5、 economies, there must be problems among the members, for example: the different interest orientation, the unfavorable information communication, the unreasonable channel structure and so on, these problems can induce discontents among the channel members, and then cause channel conflict, this would
6、 decrease channel efficiency, and even some function disorders of the channel. This paper is from the perspective of the influence of the channel structure to the channel conflict , thoroughly analyzes channel conflict formation mechanism and the channel structure and the channel conflict relationsh
7、ip, then puts forward the corresponding management counter measures. This paper is divided into five parts, the first part is the introduction part, it mainly introduces the background of the topic selection, research thoughts and the basic framework of the paper, and then explains the research meth
8、ods, The second part introduces the basic theory research of enterprise marketing channel conflict. First of all it defines the concept of marketing channel conflict, then it explains the current research status of this topic of scholars both at home and abroad and then summarizes it, after clearing
9、 the related concepts and the status of the study it further explores the types of channel conflict and the impact of channel conflict to the enterprise management; The third part analyzes the formation mechanism of the enterprise marketing channel conflict. In this chapter it first introduces the s
10、ource of channel conflict, analyzes the attitudinal root and structural root of enterprise channel conflicts; The fourth part analyzes the specific influence of the channel structure adjustment to channel conflict. The fifth part puts forward the tactics of the enterprise channel conflict management
11、. First it discusses the solutions to the general idea and principle of the channel conflict , then discusses the solving strategy of dissolving the channel conflict, the fourth、 fifth parts of the text, that is the chapter four and chapter five is the key part of this paper. Through the study of th
12、is paper reaches the following conclusions:1enterprise channel conflicts everywhere, the survival and development of enterprises ABSTRACTIVare in constant change, as long as the enterprise to make the adjustment that business channel conflict, at the same time the channel member also is being adjust
13、ed ceaselessly, will inevitably have channel conflicts or due to channel conflict rather adjust channel structure.2channel structure relationship among the members is the main reason for the formation of channel conflict. Adjustment of channel structure of the relationship between channel members is
14、 the base of solving conflicts.3marketing channel conflict is inevitable, we make the most ideal degree is to delay or reduce the degree of conflict.4marketing channel conflicts is not a bad thing, in fact, a certain degree of channel conflict and contradiction show enterprises distribution network
15、active and angry, also contribute to the channel member of competition and survival of the fittest.5channel conflict intensity can also be judged on both sides of the conflict strength and merchandise sales or“ inspection table“.This article attempts from the channel structure on channel conflict de
16、cisive influence on the perspective analysis of marketing channel conflict mechanism and management strategy, believe to be able to bring new business management personnel management perspective and strategy.KEY WORDS：Channel structure Channel conflict Management policy目录V目目 录录摘要摘要.I IABSTRACTABSTRACT.
