分销渠道管理中存在的问题及对策

分销渠道管理中存在的问题及对策

中文摘要

在当今社会中，大多数的生产者并不是直接将产品出售给最终用户。在两者之间有执行不同功能和不同名称的中间机构。这些中间机构便组成了分销渠道。生产者利用中间商更有效的将商品推入目标市场，中间机构凭借自己的各种关系、经验及活动规模，将生产企业变得更加出色，但是由于各个独立业务实体的利益不可能一致，生产者与中间商之间总会有某些冲突，这样便产生了渠道冲突。就这些问题提出具体的管理对策，以便提高企业的经济效益和核心竞争力，促进市场快速、稳定、和谐发展。

关键词：分销管理冲突策略整合

DISTRIBUTION CHANNEL MANAGEMENT PROBLEMS

AND COUNTERMEASURES

English abstract

In our society, most producers are not selling the goods to the end user directly. There are some Intermediate institutions which has different function or names. These intermediaries will be composed of the distribution channel. Producers use more brokers can integrate merchandise into the target market, intermediate agencies by virtue of their relationships, experience and activity scale, manufacturing enterprises will be better, but due to various independent business entities of interest can not be the same, producers and middlemen between there is always some conflict, this will produce a channel conflict. With respect to these problems put forward specific countermeasures, so as to improve the economic efficiency of enterprises and the core competitiveness, promote the market fast, stable, harmonious development

Key word: distribution management conflict strategy integration

目录

中文摘要 ····································································································错误!未定义书签。English abstract ·································································································错误!未定义书签。目录 ··················································································································错误!未定义书签。1分销渠道绪论································································································错误!未定义书签。

分销渠道的概念及其与营销渠道的区别···············································错误!未定义书签。

分销渠道的功能 (4)

分销渠道的选择 (5)

影响分销渠道选择的因素 (6)

2 分销渠道的管理和价值评估 (6)

渠道对象的权利和义务·········································································错误!未定义书签。

激励渠道成员···························································································错误!未定义书签。

评估渠道成员·························································································错误!未定义书签。

3 分销渠道冲突与管理策略···········································································错误!未定义书签。

渠道冲突的类型·····················································································错误!未定义书签。

渠道冲突的原因·····················································································错误!未定义书签。

渠道冲突管理策略·················································································错误!未定义书签。

渠道冲突解决办法·················································································错误!未定义书签。

有效避免渠道冲突·················································································错误!未定义书签。

4 分销渠道整合 ······························································································错误!未定义书签。致谢 ··················································································································错误!未定义书签。参考文献：·······································································································错误!未定义书签。