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摘要随着我国社会主义市场经济的不断发展，市场竞争日趋激烈，产品的竞争已逐渐从单一的价格竞争向多层次的竞争转变，其中利用构筑稳定、高效的营销渠道作为确立自己竞争优势的竞争手段，更是频繁被企业所采用。随之而来的是渠道冲突也逐渐增多，并且至今已经演化成一种非常普遍的现象。如何对营销渠道冲突进行有效的管理已经成为企业面临的一道难题。
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本论文通过对营销渠道冲突的理论分析，旨在为管理人员提供管理渠道冲突的参考框架。此外，本文采用理论与实践相结合的研究方法,把渠道冲突管理理论应用于实践，对青岛海信集团南京分公司的渠道冲突做了较深入的分析，提出了切合企业自身的渠道冲突管理策略，也希望这些策略能给家电销售行业中承担代理角色的分销商提供决策参考，以助其预防和解决好渠道冲突问题。
关键词 营销渠道 渠道冲突 冲突管理9904
毕 业 论 文 外 文 摘 要
Title The Research of The Channel Conflict about Hisense in Jiangsu—— Hisense TV Products as An Example
Abstract
With the constant development of the socialist market economy of our country, the market competition is becoming more and more fierce, the means of product competition has been transferred from purely using price strategy to using many kinds of marketing strategies. Among them, the strategy of making use of steady and high-effective marketing channel to make sure its competitive edge has been used more frequency than others. What coming along with this strategy is the increase of the conflict in marketing channel. Furthermore, it has already developed into a very common phenomenon. How to effectively manage the conflict in marketing channel has become a difficult problem for enterprises.
Through theoretical analysis of the conflict in marketing channel, this thesis aims to provide a framework for enterprise managers in order to resolving marketing channel conflicts. In addition, the thesis applied the theories of channel conflict management into practice. It analyzes the conflicts of Qingdao Hisense appliance industry limited company and puts forward the conflict management strategies suit to Qingdao Hisense group Nanjing branch. It is expected that the analysis and research provide decision-making reference for dealers to prevent and resolve channel conflict.
Keywords：marketing channel; channel conflict; conflict management
目 次
1 绪论 1
1.1 研究背景 1
1.2 研究意义 1
1.3 研究方法 2
1.4 研究总体思路 2
2 营销渠道冲突理论 3
2.1 营销渠道冲突的相关概念 3
2.2 营销渠道冲突的类型 3
2.2.1 按营销渠道成员的关系类型划分 3
2.2.2 按营销渠道冲突的显现程度划分 4
2.2.3 按营销渠道冲突的原因划分 4
2.2.4 按营销渠道冲突的性质划分 4
2.3 营销渠道冲突的形成原因 5
2.4营销渠道冲突的管理策略 6
3 海信集团南京分公司营销渠道冲突的现状 7
3.1 青岛海信集团简介 7
3.2 海信集团南京分公司营销渠道冲突的主要表现 7
3.2.1 垂直渠道冲突 7
3.2.2 水平渠道冲突 8
3.3 海信集团南京分公司营销渠道冲突的主要影响 8