渠道冲突及其解决办法PPT课件( 22页)

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渠道冲突管理分析课件

02
渠道冲突的识别与评估
冲突的识别
价格冲突
由于渠道成员间价格水平不一致导致的冲突。
区域冲突
由于渠道成员间区域划分不明确导致的冲突。
货源冲突
由于渠道成员间货源分配不均导致的冲突。
促销冲突
由于渠道成员间促销政策不一致导致的冲突。
冲突的评估
严重程度评估
判断冲突对渠道关系的影响程度。
性质评估
判断冲突的性质是利益争夺还是权力斗争。
THANKS。
水平渠道冲突
发生在同一渠道中不同环节之间，如经销商之间的冲突。
垂直渠道冲突
发生在不同渠道环节之间，如厂商与经销商之间的冲突。
产生的原因
目标不一致
不同渠道成员的目标可能存在差异，导致对资源和市场的争夺产生矛盾。
角色差异
不同渠道成员对自身和对方在渠道中的角色认知存在差异，导致行为不协调。
资源稀缺
案例一：某化妆品企业的渠道冲突解决策略
要点一
总结词
要点二
详细描述
通过多元化渠道策略和有效的沟通机制，成功解决渠道冲突问题。
某化妆品企业针对不同市场和消费者需求，采取了多元化渠道策略，包括线上、线下以及社交媒体等渠道。然而，在实施过程中，出现了不同渠道间的利益冲突和价格混乱等问题。为了解决这些问题，该企业建立了有效的沟通机制，加强了不同渠道之间的协作和信息共享，同时调整了渠道政策，实现了渠道间的和谐发展。
，以便了解渠道的优势和不足之处。
02
根据评估结果进行调整
根据评估结果，对渠道政策、信息沟通机制、信任与合作精神等方面进
行调整，以优化渠道绩效和降低冲突风险。
03
制定改进计划

第五章渠道冲突(渠道管理)PPT课件

– 渠道不同导致价格不同； – 渠道为争夺顾客而进行价格战
8
按冲突具体内容不同进行分类
• 促销冲突
– 企业对渠道促销支持差异 – 渠道成员自主开展促销的差异
• 策略冲突
– 难以对不同渠道制定合理的策略并保持策略间的配合
• 政策冲突
– 渠道政策倾斜却未能作出良好的说明和沟通
• 掌控力度冲突
9
按冲突的影响和作用程度不同进行分类
第六章渠道冲突
• 第一节
渠道冲突及分类
一、渠道冲突的含义
Stern和Anderson就认为渠道冲突主要是一个渠道成员认为另一个渠道成员参与了阻止或妨碍他达到目标的行为。也有学者把渠道冲突解释为一个渠道成员意识到另一个渠道成员正在阻挠或干挠自己实现目标或有效运作；或一个渠道成员意识到另一个渠道成员正在从事某种伤害、威胁其利益，或者以损害其利益为代价获取稀缺资源的活动。
16
分销渠道冲突的发展阶段
潜伏阶段觉察阶段感觉冲突公开冲突冲突余波
• 潜伏阶段 • 觉察阶段 • 感觉冲突 • 公开冲突 • 冲突余波
17
三、分销渠道冲突产生的原因
• 国外学者对冲突产生原因的研究
– 目标的不相容 – 活动领域的不同
• 服务人群不同 • 涵盖地区范围不同 • 执行的功能或任务不同 • 分销上应用的技术不同
★期望差异。不同的渠道成员会预期其他成员的行为。实际上，这种预期就是对其他渠道成员未来行为的预测。有时预测的结果是不确切的，但是进行预测的渠道成员却往往根据预期结果采取行动。结果可能导致其他成员做出相应行动。而这种反映若没有先前的预测将不会产生。
★归属差异。归属差异是指渠道成员在有关目标顾客、销售区域、渠道功能分工和技术等方面归属上存在的矛盾和差异，这些矛盾和差异若处理不当，容易产生冲突。

渠道冲突管理PPT优质资料

试卷代号: 1006中央广播电视大学2008一2009学年度第一学期“开放本科”期末考试高级休闲英语试题2009年1月注意事项一、将你的学号、姓名及分校(工作站，名称填写在答题纸的规定栏内。

考试结束后，把试卷和答题纸放在桌子上。

试卷和答题纸均不得带出考场。

监考人收完考卷和答题纸后才可离开考场。

二、仔细读懂题目的说明，并按题目要求和答题示例答题。

答案一定要写在答题纸的指定位置上，写在试卷上的答案无效。

三、用蓝、黑圆珠笔或钢笔答题，使用铅笔答题无效。

Information for the examinees:This examination consists of three sections. They are:Section I: Listening Test (40 points, 30 minutes)Section II: Reading Test (40 points, 30 minutes)Section III: Writing Test (20 points, 30 minutes)The total marks for this examination are 100 points. Timeallowed for completing this examination is 90 minutes.Section I: Listening Test 40 pointsInstructions:⏹The Listening Test will take approximately 30 minutes.⏹There are three parts to the test and you will hear each part twice.⏹There will be a pause of 30 seconds after each part to allow you to think aboutyour answers.⏹You can first write your answers on this test paper. You will have 10 minutes atthe end of the test to transfer your answers to the Answer Sheet.⏹ALL ANSWERS MUST APPEAR ON THE ANSWER SHEET.Part 1: Questions 1--8 are based on this part. 8 pointsYou are going to hear a conversation between a mother and her son Mike. Fill in the following form with the necessary information. When you have finished, write the answers on your Answer Sheet.Part 2: Questions 9--14 are based on this part. 12 pointsYou are going to hear a conversation between Susan and Ma Hua, in which they are talking about Susan's new kitchen. As you listen, determine if the following statements are True or False. On the Answer Sheet, write "T" for True and "F" for False.9. Susan has had no time to buy knives, forks and spoons.10. Knives, forks and spoons are known as cutlery.11. All chopsticks are made from bamboo.12. Korean people often use metal chopsticks.13. There are four Asian countries that mainly use chopsticks.14. Susan gave all her crockery lo her parents.Part 3: Questions 15--24 are based on this part. 20 pointsYou are going to hear a passage about a complaint. Listen to the monologue and fill in each blank with one word according to what you hear on the tape. Write your answers on the Answer Sheet.I bought a Bailey 3-in-l hair curler from the (15) _________ in December. I used the curler regularly and always followed the (16) _________ exactly. On the March 15th, I tried to use the curler as (17) ________ but found that it would not heat up so, on March 16th I (18) _________ to your store with the curler, the (19) _________ and the guarantee.I spoke to a shop (20) _________ and a supervisor who both seemed very (21) _________. We completed the appropriate (22) _________ and I was told that I could collect the repaired curler at the end of the (23) _________. I was disappointed that repairs were (24) _________ to take two weeks because I like to use the curler every day.Section II: Reading Test 40 pointsInstructions:⏹There are two parts to the test, each including one reading passage.⏹The test will take approximately 30 minutes.There will be NO extra time to transfer answers to the Answer Sheet; therefore, you should write ALL your answers on the Answer Sheet as you do each task.Part 1: Questions 25--34 are based on the following passage. 20 pointsThailand: Land of SmilesThailand is famous in the tourist brochures as the 'land of smiles'. However, while that image may be true of Thai people, it is not always true for the visitor! Exiting the modern Don Muang airport in Bangkok one is confronted with an array of seething humanity dying to entice you into a taxi or mini-bus lo one of the numerous hotels in Bangkok. The journey from the airport to your hotel can take up to two hours depending on your time of arrival. This makes people wonder sometimes why they bothered to come at all, especially after a long flight!The hotels seem to have a never-ending supply of rooms awaiting the visitor, perhaps because there are too many hotels in Bangkok, or there are not enough visitors to fill them. Outside in the streets of Bangkok, the mayhem of traffic is made worse by their effluent turning Bangkok into one of the most crowded and polluted cities, not just in Asia, but the world.The visitor can escape the choking fumes of the downtown area by taking a somewhat leisurely cruise down the various canals that form part of the Chao Phraya river. These canals in the early morning are home to Bangkok's 'floating' market where sellers try to sell their goods from every conceivable type of floating craft. Apart from this tide of humanity the canals allow a reverse view of Bangkok, from the river, here you can see people in their homes and at work and play, sometimes it even seems idyllic! The canals are the entrances to various Buddhist temples, the Wat Arun (Temple of Dawn) is a good example. Its spires protrude from the earth and seem to reach toward some form of Buddhist heaven.However Bangkok is not Thailand. T o the south there are the beaches of Pattaya, Hua Hin and Koh Sarnui. Here many tourists seek refuge from the frustrations of downtown Bangkok. They can while away the hours on the beach, by the pool or in a sauna, that are part of most hotel complexes. If the south means the beach, then the north means Thailand, the reality, not the tasteless images of night time Bangkok and the massage parlors that are portrayed as a 'must visit’ whilst in Bangkok.The mountainous north of Thailand means Chiang Mai and Chiang Rai, two small rural towns that are the jumping off points to visit the hill tribes of the Karen, Aka, Lisu and Meo. Whilst these tribes do wear colorful clothes, much of the time it is only for thetourists to get beautiful photos. Many of these people are extremely poor and live in poverty. Some have no homeland, being driven south from Myanmar. This area, once rich in the growing of poppy plants (from whose juices the pure form of the drug Heroin was extracted), is now dependent on more mundane planting and weeding of crops. Some of the people have to split their families so that the husbands go to the bigger cities lo try and get work. One thing, however, that the north can truly be said to be is the land of smiles! No matter how poor or over worked people are, they always smile. Maybe they see something we don't see, maybe they see the secret behind the smile of the Buddha they worship?Questions 25--34: Within the context of the passage, determine if the following statements are True or False. On the Answer Sheet, write "T" for True and "F" for False.25. The journey from the airport to the city can be difficult for visitors.26. Hotels in Bangkok are always full.27. The canals of Bangkok are as polluted as the city streets.28. People who live near the canals seem to live an ideal life.29. The spires of Wat Arun seem to link earth and heaven.30. Bangkok is not in Thailand.31. Southern Thailand gives a truer picture of the country than northern Thailand.32. The north of Thailand is full of hills.33. Most hill tribes make their living from drugs.34. Most of the people in the hills are Buddhists.Part 2: Questions 35--44 are based on the following passage. 20 pointsThree Mediums of Entertainment(a)The Internet is an invention of the mind and a means of faster communication made possible by the invention of the telephone. Bill Gates did not invent the Internet, but he saw its potential back in the 1980s as a means to revolutionize people's way of life in business, communication and entertainment. The Internet allows people, separated by vast distances, to directly communicate with each other instantaneously. It also allows visual contact with the invention of the video 'eye' allowing a person, virtually, into your private life. This has its positive and negative effects. On the positive side family members can see a newly born child as well as each other though separated by thousands of kilometres. On the negative side this invention has also been used to foster website pornography. The Internet has also been criticized by parents for the spawning of video games and the lost hours that young people spend trying to kill or maim fictitious characters. Some say this is 'mind destruction'. Chat rooms are useful for practicing a foreign language, but you should never give your telephone number to someone because they could use it for criminal purposes. Some people have been killed because they were stupid enough to give out their address or phone number over the Internet.(b) By contrast television, an invention by John Logie Baird in the 1930s, has allowed people to expand their horizons because of the programs they are now able to view. TV has allowed a whole host of programs lo filter into the lives of people: dramas; comedies;sports programs; music recitals being a few examples. The whole world of entertainment has been thrust into people's living rooms allowing an array of choice that is completely staggering. Sports events such as the Olympics are now only a press of a button away. However, even if the world of entertainment is now at everyone's finger tips this is not all good news! There are good programs and bad programs to be viewed. Who decides, in the home, what individuals watch? Unfortunately it is too easy to turn on the TV, so un-supervised children get to choose what they watch, if parents are not there. This is certainly true in single parent households. Authorities consider this type of TV viewing to be the most dangerous for young people simply because of the very graphic images portraying murders and violence in some, supposedly, real life dramas. Another aspect of TV that has been criticized is advertisements, there are too many and they do not reflect reality, only an image!(c) lf there were no television there would be no videos or video games. Videos, through the medium of video parlors, allow unlimited access to just about everything to everyone. At least with television programs people are at the mercy of the TV stations as to what they get to watch. With videos there are no such restrictions. Despite warnings on content and warning codes that 'rate' the type of entertainment on videos, ultimately it is up to adults to supervise their children and what they watch. How careful are parents about children and video viewing? Some parents are careful, some are simply too slack, some even say their child has a 'right' to watch whatever they choose!! T ell that to some of the children in America who became the victims of high-school massacres! The entertainment world of the video has invaded the privacy of the home and, in its invasion, has changed people's ways of thinking about life and society. In the Industrial Revolution people were just numbers to be used and exploited. It seems people in the video industry see things the same way!Questions 35--44: On your Answer Sheet, fill in the missing words for the following text. You need to write one to three words in the blanks given.Paragraph (a): The Internet has made communication faster, however Bill Gates was not its (35) _________. The Internet allows people who are (36) _________ to instantly talk and even see each other. It has both good and bad sides because it also allows the viewing of pornography which most countries see as (37) _________. Chat rooms are useful but can also be very dangerous if people give out their (38) _________ details.Paragraph (b) : Television, invented before the Internet, allows families a wide range of (39) _________ concerning program type. It seems that the whole world is (40) _________ because of television. However the decision as to what individuals watch at home, especially for young children, is a problem when parents are (41) _________ to supervise them. This is considered very dangerous.Paragraph (c): Videos are a (42) _________ of television allowing anyone to watch anything whereas television viewing is (43) _________. TV stations, videos are not. Many adults have a very careless attitude towards what their children watch. Video violence has altered people's (44) _________ life, indeed many say the video industry lacks moral character.Section III : Writing Test 20 pointsInstructions:⏹This test will take 30 minutes.⏹Write your essay on the Answer Sheet.⏹You may use the space below to write an outline or a draft.⏹Your essay should be about 150 words.Write an essay about your eating experience. You can write either a real or imagined visit to a restaurant with a friend or some friends. You should give an account of what happened and describe the atmosphere.Begin your essay like this: Last week/month, my friend(s) ________ and I decided to eat in the ________ restaurant...试卷代号:1006中央广播电视大学2008一2009学年度第一学期“开放本科”期末考试高级休闲英语试题答案及评分标准(供参考)2009年1月Section I: Listening Test (40 points)Part 1 8 points1．backpack 2. toothbrush 3. socks 4. briefcase 5. toweI6. camera7. passport8. ticketPart 2 12 points9．F 10. T 11. F 12. T 13. T 14. FPart 3 20 points15. store 16. instructions 17. usual 18. returned 19. receipt20. assistant 21. helpful 22. form 23. month 24. expectedSection II: Reading (40 points)Part 1 20 points25. T 26. F 27. F 28. T 29. T30. F 31. F 32. T 33. F 34. TPart 2 20 points35. inventor (exact word)36. far apart OR separated (by vast distances)37. unacceptable OR (very) bad38. personal OR contact39. choice (exact word)40. easily reached OR available OR at one's fingertip41. not there OR not at home42. result OR product43. restricted OR controlled by OR at the mercy of44. attitudes to OR ways of thinking aboutSection III：Writing Test (20 points)18—20 文章切题，内容充实，有独到之处；行文流畅，语言得体；篇幅适当；结构严谨；句子结构有变化，用词有选择。

渠道冲突PPT

1．明确冲突管理的目标。厂家是渠道冲突的“系铃人”和“解铃人”，应自始至终紧扣渠道冲突管理的目标：加强对终端的控制力，提高渠道效率，扩大市场占有率，增加厂商双方利润，促进厂商关系，最终实现双赢。
2．分析渠道冲突。厂家需要分析渠道冲突的强度、频率、重要性以及经销商的反应。 A厂家的第二次调整之所以失败，就是因为没有做好这方面的分析。在此引用Magrath andHardy图表来直观说明(见图)：结合图表来看，案例中双方的争持强度属于严重分歧，但厂家低估了该强度；双方争执的频率是属于持续大半年的不良关系，但是厂家没有准确分析出经销商的消极反应背后的含义。双方的争执内容属于高程度冲突，具有极大的破坏性和危险性。遗憾的是，A厂家没有做好该渠道冲突的分析。
对刻意渠道冲突成败的分析
一、先礼后兵------握手言和
刘经理在华北地区工业领域的市场宣传、开发、服务确实做得不错，但对新市场（高校）、新型号产品的销售力度不够。虽然几经沟通，但刘经理仍然故步自封，既不用心开发新市场、新产品，又不让其他经销商代理。于是A厂家决定制造一场渠道冲突，推动渠道变革。 1.厂家先派出高层拜访了刘经理，进行沟通，无果 2.联合优势互补的经销商，参加展示会进行宣传 3.刘经理要求严正交涉 4.A厂家用展会获得的信息等等打消刘经理的疑虑 5.A厂家与刘经理相互合作尽力开拓高校市场 6.化解冲突，实现厂商和渠道的双赢
3．做好渠道冲突的引导、利用和化解工作。冲突发生后，A厂家若能与经销商坦诚沟通，在兼顾双方利益的原则下，完全可以商定出双赢的解决方案。首先，让经销商理解厂家对部分大客户直接供货的意义何在(直供有助于厂家更好地了解客户的真正需求和顾虑是什么，从而促进厂家开发出更富有市场竞争力的产品)。其次，让经销商从中有利可图。经销商可以扮演物流配送商和管理商的角色，从两方面获得利润。倘能如此，则第二次渠道冲突将又是一个双赢的结局。一般来讲，厂家首先要聆听经销商的意见，其次，厂家要提出双赢的解决方案，最后，厂家要有一个主动的姿态来谈判。谈判中要坚持双方得益的原则，坚持采用客观数据和事实，这样，即便谈判艰难，但仍然不至于决裂。

营销渠道冲突解决.ppt

2.
宝洁和沃尔玛的合作已经超越了单纯的物流层面，他们开始共享最终顾客的信息和会员卡上的资料
宝洁与沃尔玛创造了制造商与零售商紧密合作的样板，越来越多的商家与厂商开始建立亲密接触。
任务思考：
如何建立和发展厂商合作伙伴关系？
Thank You !
本PPT为可编辑版本您看到以下内容请除后使用，谢谢您理解
线下
四、渠道冲突利弊分析
（一）渠道冲突的危害
1. 破坏渠道成员间的关系，损害双方的利益 2. 降低整个渠道的销售业绩 3. 使整个渠道的规则体系受到破坏 4.影响产品品牌在消费者心目中的地位
（二）渠道冲突的益处
1.使渠道沟通变得更加频繁和有效
2.使渠道管理更加科学、客观、规范
3.客观上强化了制造商的“领袖”地位 4.重要的是把渠道冲突转化为渠道活力
（二）渠道冲突管理理论
销售管理的实质是利益管理，即利益分配。
三、渠道冲突的类型
（一）按照冲突具体形式的不同进行分类
1.水平渠道冲突:指的是同一渠道模式中，同一层次中间商之间的冲突。
2.垂直渠道冲突:指在同一渠道中不同层次渠道成员的冲突.
3.不同渠道间的冲突:是指当企业建立了两条或者两条以上的渠道向同一市场分销产品时产生的冲突。
二、“窜货”的原因
厂商的原因销售目标过高渠道激励不当窜货的危害 •破坏渠道价格体系 •打击本地经销商的经营积极性 •缩短产品生命周期 •品牌形象受挫经销商的原因报复厂家消化库存发展自己的销售网络获得高返利
销售人员绩效考核不当
市场的原因市场容量差异大市场成熟度差异大
二、“窜货”的原因

最开始时，宝洁开发并给沃尔玛安装了一套“持续补货系统”，具体形式是：双方企业通过EDI（电子数据交换）和卫星通讯实现联网。

渠道成员之间的合作和冲突课件

03
渠道冲突类型及原因剖析
Chapter
水平冲突：同级别渠道争夺资源
争夺市场份额
同级别渠道之间为了争夺同一市场的客户和资源，导致价格竞争、促销战等冲突行为。
地域重叠
相邻区域的同级别渠道在拓展市场时，容易出现客户重叠和争夺的情况，引发冲突。
产品同质化
同级别渠道销售的产品相似度较高，为了争夺有限的市场份额，容易引发价格竞争和冲突。
由于利益不一致、信息不对称、目标差异等原因，渠道成员之间可能产生冲突。
冲突影响
冲突可能导致渠道效率下降、成本增加、关系恶化等负面影响，甚至可能威胁到整个渠道的稳定性和持续发展。
课件目标与内容概述
课件目标
通过本课件的学习，使学员深入理解渠道成员之间的合作与冲突问题，掌握解决冲突的方法和策略，提高渠道管理效率。
诚信经营与履行承诺
遵守法律法规，诚信经营，积极履行合作承诺，树立良好企业形象。
协同工作与信息共享
建立协同工作机制
明确工作流程与分工，实现资源优化配置与高效协作。
信息平台搭建
利用信息技术手段，搭建信息共享平台，提高信息传递效率与准确性。
定期培训与分享
组织定期的培训与分享活动，促进团队成员能力提升与经验交流。
06
未来发展趋势预测与挑战应对
Chapter
新零售模式下渠道变革趋势
线上线下融合
随着新零售模式的发展，线上渠道与线下渠道将进一步融合，实现O2O(Online to Offline)的无缝对接。
社交电商崛起
社交电商成为新零售的重要组成部分，通过社交媒体平台为消费者提供个性化、场景化购物体验。
同行业企业间开展合作，共同开拓市场，实现共赢。优势：扩大市场份额，减少竞争压力，促进

第七章.渠道冲突ppt

一次药品窜货事件的处理始末
Ｘ省制药公司是一家较有实力的医药企业，2001年春节刚过，公司决定上马Ｙ项目。经过长期筹备，公司形成如下共识：Ｙ项目目标市场容量巨大，且无全国性的强势品牌；产品疗效确切，又是传统的民族老药，便于市场宣传和操作；产品价位具有强大的竞争力；同时公司在本行业代理商中具有一定的感召力，有望成功地迅速建立分销网络。2002年3月份，公司制订了全套营销策划方案，并于同期展开招商工作。公司先后召开了全国营销会议，参加了全国性药品招商会，招商条件如下：1、销售政策是底价包税，按照代理商前期现存提货，且备好相同数量的底货；2、市场保证金：地级市场2万元，省级市场5万元，前期一次交清，用以规范经营，保护代理商的区域独家代理权。经过一番最大限度的努力，合作代理商累计覆盖全国21 个省，上下齐心，可谓全国形势一片大好。
在昆明苏宁了解国美方面做法以后，则向苏宁经销商放话： “你们不来装修可以，苏宁帮你们装修，到时候收你1万一尺装修费，还有从我苏宁所有店里滚出去。”这样一些小经销商受不了压力，陆续进场。而国美方面认为经销商写了保证书又出尔反尔，派人去苏宁店中找经销商，告诉他们只要进苏宁就从国美滚出去。
在苏宁方面进一步得到国美态度之后，苏宁相关负责人认为国美这样给经销商施压，已经非常明显是对9月29日新店开业设置障碍。之后，9月18日晚上21点，国美三楼办公区被一伙人打砸……
窜货的危害：
一旦价格混乱，将使中间商利润受损，导致中间商对厂家不信任，对经销其产品失去信心，直至拒售。
供应商对假货和窜货现象监控不力，地区差价悬殊，使消费者怕假货、怕吃亏上当而不敢问津。
损害品牌形象，使先期投入无法得到合理的回报。竞争品牌会乘虚而入，取而代之。
恶意窜货所引发的市场危机

化解渠道冲突培训课件

加强合作，共享资源
加强跨渠道合作
各渠道成员应加强跨渠道合作，互相学习和借鉴，提高整体销售能力和市场竞争力。
共享客户资源
各渠道成员应共客户资源，共同开拓市场，提高客户满意度和忠诚度。
共享物流资源
各渠道成员应共享物流资源，降低物流成本，提高物流效率和客户满意度。
05
渠道冲突的预防措施
提高渠道成员的素质和能力
制定明确的合作规则
确定合作目标
各渠道成员应明确合作目标，包括销售目标、市场占有率等，以便更好地协同合作。
制定合作流程
明确各渠道成员的合作流程，包括订单处理、库存管理、物流配送等方面的流程，确保合作顺畅。
制定奖惩措施
制定合理的奖惩措施，对表现优秀的渠道成员进行奖励，对不遵守合作规则的渠道成员进行惩罚，确保合作的公平性和有效性。
详细描述
该电商企业首先对各渠道商的销售数据和客户反馈进行了深入分析，找出冲突的根源。随后，它加强了与各渠道商的沟通，确保各方明确彼此的立场和需求。在调整渠道策略方面，该企业采用了差异化的定价策略，根据不同渠道的定位和客户需求，制定不同的价格体系，从而在根本上避免了价格战和市场份额争夺的问题。
制定科学的渠道管理政策，明确渠道成员的职责和权利。
加强政策的执行力度，确保渠道管理的有效性和规范性。
通过定期的审计和检查等手段，监督渠道管理的执行情况并及时
调整政策。
06
案例分析与实践
案例一：某电商企业的渠道冲突解决案例
总结词
某电商企业在面对不同渠道商之间的价格战和市场份额争夺中，通过调整渠道策略和加强沟通，成功化解了潜在的渠道冲突。
通过企业内部的团队建设活动和外部的公关活动，提高企业的社

渠道冲突分析与解决ppt课件

• 控制能力
– 网络的强制和影响等综合掌控能力，以及企业的市场运作能力
• 后勤支持系统的跟进能力
– 包括销售预测、分销计划、生产计划、采购、定单处理、存货管理、包装、运输等营销职能和队伍素质
终端整合和掌控
1、统一规划、合理布局、2/8原则，优先优秀终端 2、产品的出样管理 3、加强销售网络的控制管理（品牌与网络互动） 4、提高用户忠诚度、是掌控终端的核心 5、有效和合理的激励，积极引导终端进行专销或主销 6、建立终端档案和巡访制度，加强客情维护和经营指导、助销支持及时排忧解难，持续有效出货 7、协调终端与经销商和终端之间的关系
争夺相同客户的渠道冲突现有冲突渠道的效能恶渠道拒绝合作甚至报复不同渠道实现产品分流销售区域合理划分功能分工形象定位差异化?改变渠道管理模式加强协?对于完成特定任务或功能的成员返利折让和补贴等激励?调整不同产品的利润结构平衡利益关系?相对公平的销售政策?针对不同细分顾客进行不同营销组合?适时引入新的渠道弥补原有的不足?整合协助相对劣势的分销商改善经营?综合利用实力对抗报复威慑反?加大力度进入和扶持更有效能的渠道?撤离设法替代冲突的不同情况下的解决思路自然界的多种植物中含有杀灭害虫的成分如烟草含有烟碱鱼藤含有鱼藤酮菊科植物除虫菊的花含有除虫菊素这些植物经提取加工后即可制成植物杀虫剂
• 有些冲突会对企业有利，能导致优胜劣汰，改善网络结构，促使渠道效率的提高
• 有些冲突的确极具杀伤力，甚至动摇整个分销网络
渠道冲突的基本类型
在流通变革时代，企业往往会使用多种分销渠道：大规模连锁零售渠道、传统专业性渠道和直营网络等，不可避免地会发生渠道冲突。
• 一般渠道冲突分为三种类型：调整不同产品的利润结构，平衡利益关系
重新考虑是否与其开展业务企业应窥见端倪，及时调整渠道策略，而终能防患于未然

渠道的冲突管理课件

详细描述
某化妆品企业针对不同渠道的特点和需求，制定个性化的渠道策略。对于线上渠道，加强与电商平台的合作，优化线上营销策略；对于线下渠道，优化店面形象和服务质量。同时，加强不同渠道间的协作，实现资源共享和优势互补，提高渠道效率和客户满意度。
案例三
总结词
某医疗器械企业建立了一套完善的渠道激励与合作机制，通过物质和精神激励相结合的方法，激发渠道合作伙伴的积极性和创造力。
详细描述
某医疗器械企业针对不同渠道合作伙伴的需求和特点，制定个性化的激励方案。在物质方面，提供有吸引力的价格政策、返利制度、促销支持等；在精神方面，提供专业的培训、高效的物流配送、优质的售后服务等。同时，建立完善的合作机制，规范渠道行为，加强风险控制和危机处理能力。通过这些措施，有效激发了渠道合作伙伴的积极性和创造力。
CHAPTER 03
渠道冲突的解决策略
合作策略
建立共同目标
通过建立共同的目标和价值观，将渠道成员团结在一起，从而减少冲突。
信息透明
提高信息透明度，让渠道成员了解彼此的需求和挑战，从而更好地协调和合作。
培训与支持
提供培训和支持，帮助渠道成员提高技能和知识水平，增强合作意识和能力。
竞争策略
案例四
总结词
某保险公司通过建立完善的渠道冲突预防机制，有效预防和化解潜在的渠道冲突，提高渠道运行效率和客户满意度。
详细描述
某保险公司从以下几个方面建立完善的渠道冲突预防机制：首先，制定公平的价格政策，避免价格差异导致的窜货现象；其次，建立严格的渠道管理制度和惩罚措施；第三，加强内部沟通协调，确保各部门之间的合作顺畅；第四，建立客户投诉处理机制和危机处理机制；最后，定期对渠道进行评估和审计。通过这些措施，有效预防和化解道销售产品，由于价格不一致、窜货等问题，导致渠道间产生冲突。公司通过制定公平的价格政策，控制窜货现象，加强渠道沟通，促进合作，优化渠道结构等措施，成功解决了渠道冲突，提升了销售业绩和渠道满意度。

《渠道冲突》课件

渠道冲突的分类
水平渠道冲突
不同渠道间的冲突
指同一渠道中同一层次的中间商之间的冲突。
指不同渠道之间的成员之间的冲突。
垂直渠道冲突
指同一渠道中不同层次的成员之间的冲突。
渠道冲突的负面影响
01
02
03
破坏渠道秩序
渠道冲突可能导致渠道成员之间的关系紧张，甚至出现恶性竞争，破坏整个渠道的秩序。
影响销售业绩
利益冲突
渠道成员在追求自身利益最大化的过程中，可能会与其他渠道成员产生利益冲突，进而引发渠道冲突。
资源稀缺
渠道资源分配不均
由于资源有限，渠道成员在资源分配上可能存在不均的情况，导致部分渠道成员感到不公平，从而引发渠道冲突。
资源争夺
渠道成员间可能因为对某些稀缺资源的争夺而产生冲突，如市场份额、广告投放等。
案例三：某饮料企业经销商之间的冲突
要点一
总结词
要点二
详细描述
饮料企业经销商之间的冲突案例，主要原因是区域市场划分和窜货问题。
某知名饮料企业在开拓市场时，其经销商之间因为区域市场划分和窜货问题而产生了冲突。为了解决这一问题，企业采取了一系列措施，如制定严格的窜货管理制度、调整区域市场划分等，以维护市场秩序和促进经销商之间的合作。同时，企业还加强了对经销商的培训和管理，提高其专业素质和合作意识。
愿。
调整渠道结构
分析现有渠道结构
评估现有渠道结构的合理性，找出可能导致冲突的问题点。
优化渠道布局
ห้องสมุดไป่ตู้根据市场需求、竞争态势等因素，合理规划渠道布局，避免过度竞争。
引入新型渠道
探索引入新型渠道模式，如线上渠道、社交媒体等，提高渠道效率。