渠道管理第九讲――渠道冲突PPT课件
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
和君创业-渠道冲突管理(PPT 40张)
• 主要危害：
如果货量大，该区域的通路价格体系就会受到影响，从 而使通路的利润下降，影响二级批发商的积极性，严 重时可发展为二级批发商之间的恶性窜货。
H&J 和君创业研究咨询有限公司 第 12 页
和君创业
窜货基本类型（三）
•
良性窜货：是指企业在市场开发初期，有意或无
意地选中了流通性较强的市场中的经销商，使其产品 流向非重要经营区域或空白市场的现象。
• 良性冲突：
– 引导渠道改良，提高分销效率和渠道成员积极性，
加强影响力和掌控力
• 恶性冲突：
– 中间商无序窜货、终端烂价
H&J 和君创业研究咨询有限公司 第8页
和君创业
多渠道冲突
• 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。 • 其本质是：几种分销渠道因将产品销售给同一市 场同种客户群引起的冲突
H&J 和君创业研究咨询有限公司 第 23 页
和君创业
渠道冲突决策框架
现在及潜在的流量或利润受影响程度
冲 突 高 的 对 抗 性 低
H&J
高 采取紧急行动，控制事态 恶化，调整相关策略，避 免灾难，解决冲突 利用实力、安抚受威胁的 渠道，并借机强化企业的 主导地位和渠道掌控力
低 以效率和有利为原则 有利：纵容冲突，使受威 胁的渠道自行衰退 无利：协调平衡，扶持有 利渠道，加强影响力
H&J 和君创业研究咨询有限公司 第 20 页
和君创业
窜货的主要原因
• 企业价格体系紊乱和价格管理混乱 • 产品在包装、质量以及销售情况上形成的差异，也为 窜货提供了契机。 • 竞品冲击，企业支持不力，经销商受压窜货 • 由于货期、滞销等因素造成的渠道内库存积压 • 通路规划失误，造成经销商之间距离过近或流向不合 理（尤其在流通型较强的市场），造成窜货。 • 通路激励不当，政策失当、方式欠妥、执行不正等。 • 鞭打快马，目标分解盲目 • 销售管理混乱，维护不力、措施不严、信息不明等。 • 业务员管理不力，自乱阵脚，暗地纵容等。 • 渠道关系恶化，如经销商的资金紧张，市场报复等等
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。
渠道的冲突与合作课件
共同制定销售策略
1 2
共同分析市场
合作双方应共同分析市场趋势、竞争对手和目标 客户等信息，以制定更为精准的销售策略。
制定联合销售策略
基于共同分析的市场情况，合作双方应共同制定 销售策略，以提高整体销售业绩和市场占有率。
3
建立销售协同机制
为确保销售策略的顺利实施，需建立销售协同机 制，明确各方的职责和任务，加强沟通与协作。
建立合理的激励机制
企业应建立合理的激励机制，鼓励渠 道成员积极投入，提高渠道合作的效 果和效率。
加强渠道成员的培训和教育
提高渠道成员的专业素质
企业应加强对渠道成员的培训和教育，提高其专业素质和技能水平，增强其对市 场变化和消费者需求的敏感度。
培养渠道成员的团队合作精神
企业应培养渠道成员的团队合作精神，使其认识到合作的重要性，促进各渠道成 员之间的协作。
通过与其他渠道成员合作 ，企业可以借助合作伙伴 的专业技能和经验，提高 自身的产品和服务质量， 增强企业的市场竞争力。
通过与其他渠道成员合作 ，企业可以获取更多的商 业机会和合作伙伴，扩大 企业的业务范围和市场影 响力。
渠道合作的案例分析
• 以某电商企业为例，该企业通过与各大电商平台、 实体零售商以及自媒体等渠道成员合作，实现了销 售业绩的大幅提升和市场占有率的扩大。具体来说 ，该电商企业与各大电商平台合作，借助其流量和 用户资源，提高了自身的曝光率和知名度；与实体 零售商合作，将产品和服务引入线下市场，提高了 品牌影响力和市场份额；与自媒体合作，通过精准 营销和个性化推荐等方式，提高了用户黏性和转化 率。这些渠道合作的实践经验为其他企业提供了有 益的借鉴和启示。
加强团队沟通与协作
加强团队沟通
通过定期会议、电话会议等方式，加强合作双方团队的沟通，及 时解决问题和分享经验。
渠道的冲突管理课件
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
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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。
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案例——格力国美事件
2004年3月9日，拥有150家门店的家电专业连锁大卖场国美 向全国各地国美国分部下发了“清理格力库存”的通知，这引发了连 续8年夺冠的空调生产老大格力的抵制。3月10日，格力空调从成都 国美家电卖场内全线撤柜，与此同时，格力电器珠海总部不排除格力 空调从国美全国零售店全线撤柜的可能性。国美倾向于厂商与零售商 之间点对点的直供模式，而格力采用的是“股份制区域性销售公司模 式”，两者引发的纷争究其实质是两种迥异销售模式的博弈。
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❖ 在格力看来，应该对所有经销商、零售商一视同仁，应该 平等互利、厂商共赢，并认为这是合作的原则，而国美企 图扰乱空调市场体系是双方在某些方面达不成共识的重要 原因。在国美看来，其原则是薄利多销，坚持厂商直接供 货，而格力仍然坚持着经销代理制，渠道中增加的 3~4%的成本不符合国美的低价策略。
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渠道冲突基本概念
❖ 渠道冲突的类型（按冲突具体形式的不同分类）：
▪ 水平渠道冲突：指存在于渠道同一层次的成员之间的冲突 ▪ 垂直渠道冲突：指同一渠道中不同层次渠道成员之间的冲突 ▪ 不同渠道间的冲突：指企业建立了两条或两条以上的渠道向同一
市场分销产品而产生的冲突
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李宁渠道体系
李宁公司
大区总经销商
做A的搭档)
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渠道冲突的解决办法
劝说 沟通
谈判
诉讼 退出
大多数解决办法都或多或少地依赖于权利或领导力
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典型渠道冲突——窜货
❖ 窜货：销售网络中的分销机构受到短期利益驱使，违反销售协议，有意识 地跨区域低价销售产品，并造成市场混乱，严重影响厂家声誉及渠道关系 的恶性销售行为
厂商的原因
销售目标过高 渠道激励不当
樱花卫厨有意为 之的渠道冲突
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协调渠道冲突间的作用力
✓强制性的(B意识到如果B不按照A的意愿行事，将会受到A 的惩罚)
✓奖励性的(B按照A的意愿去做，因为B知道A会奖励B) ✓合理性的(B认为A有权命令他) ✓经验性的(B允许A做一些事情，因为A比B知道的更多) ✓参考性的(B按照A的意愿行事，因为B想做得象A那样，或
纷争缘由起于2004年2月成都国美的一场促销活动，当时，成 都国美把一款原本零售价为1680元的1P挂机降为1000元，原本零 售价为3650元的2P柜机降为2650元。格力对被动卷入降价战相当 恼火，要求成都国美立即终止低价销售行为。刚开始成都国美并没有 理会，继续低价销售这两款格力空调，直至格力二度致函成都国美并 正式停止供货为止。
❖ 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。
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写在最后
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渠道价格竞争的解决策略 • 市场监控小组 • 互相揭发，以发票为准 • 对初期违反者，严管重罚
或高举轻打 • 降低级别或取消代理资格
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渠道伙伴关系建立
❖ 新型厂商关系由购销关系转化为伙伴关系 ❖ 伙伴关系的特征：目标统一、资源共享和相互依存 ❖ 如何建立关系型营销渠道：
▪ 对分销商进行考评、选择 ▪ 为分销商提供满意的产品及服务 ▪ 加强与分销商的有效沟通 ▪ 给分销商合理的经济支持及激励
销售人员绩效考核 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
市场的原因
市场容量差异大 市场成熟度差异大
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窜货的治理策略
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窜货的治理策略
❖ 严格设计价格体系 ❖ 严格控制促销 ❖ 制定合理的销售目标 ❖ 制定公平的销售政策 ❖ 加强库存管理 ❖ 明确双方权利和责任 ❖ 建立综合渠道考核制度 ❖ 对产品进行区域码识别产品代码 ❖ 建立严格的窜货处罚制度并严格执行 ❖ 制定相应的业务人员业绩考核指标 ❖ 鼓励消费者参与监督
渠道管理
渠道冲突
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渠道冲突的基本概念
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渠道冲突的解决办法
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典型渠道冲突
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渠道伙伴关系建立
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渠道冲突基本概念
❖ 渠道冲突的定义：渠道成员之间因为利益关系产生的各种矛盾与不协调 ❖ 渠道冲突的本质：利益 ❖ 渠道冲突的成因：
▪ 价格问题 ▪ 存货水平 ▪ 大客户原因 ▪ 销售回款 ▪ 技术支持与服务 ▪ 经营竞争品
专卖店
官方网上商城
授权网店
地区总经销商A 地区总经销商B
二级经 销商A
二级 经销 商B
用户5
渠道冲突基本概念
❖ 渠道冲突的类型（按冲突效果分类）： ▪ 良性冲突
正常的竞争
恶性冲突
破坏渠道成员的合作关系，损害双方的利益 降低整个渠道的销售业绩 使整个渠道的规则体系受到破坏 影响产品品牌在消费者心目中的地位
思考题 1. 格力与国美之间的是何种类型的渠道冲突，原因是什 么？
❖ 2. 联系宝洁与沃尔玛之间的合作关系，你认为解决此类 型的渠道冲突措施有哪些？
❖ 3. 你如何看待目前格力空调重新回到国美销售，他们之 间的渠道冲突解决了吗？
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案例二 宝洁与沃尔玛
❖ 宝洁，全球最大的日用品制造企业；沃尔玛，全球最大的商业零售企 业。它们之间的合作并非一帆风顺。曾几何时，有着“自我扩张欲的 家伙”之称的宝洁与沃尔玛经历过长时间的“冷战”。宝洁总是企图控 制沃尔玛对其产品的销售价格和销售条件，而沃尔玛也不甘示弱、针 锋相对，威胁要终止宝洁产品的销售，或把最差的货架留给它。
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典型渠道冲突——塞货
❖ 塞货：生产厂商出于清理库存、市场促销等目的， 塞货的策略：
▪ 准确进行市场预测 ▪ 市场促销拉动销售 ▪ 物流调拨与分流
技嘉“塞货门”事 件
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典型渠道冲突——价格竞争
渠道价格竞争的危害 •渠道整体利润下降 •公众品牌形象受损 •激发中间商的短里行为， 不利于中间商的自我积累和 发展 •严重的会导致，中间商整 体对产品无信心
You Know, The More Powerful You Will Be
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结束语
感谢聆听
不足之处请大家批评指导