经济全球化下的渠道冲突及其治理

The Conflicts and Tactics of Economic Globalization

在经济全球化的条件下,市场竞争的焦点集中到了渠道的建设上,然而渠道的激烈竞争导致渠道冲突不断发生。为此本文探讨了渠道冲突的直接和间接动因,提出了治理渠道冲突的一些建设性意见与对策,包括采取沟通、激励、目标管理、建立产销联盟和保护型策略。

With the development of economic globalization, competition in the marketing focus on channels, though channel conflicts often take place. This paper discusses its causes directly and indirectly, and provides some constructive proposals and tactics in order to administer such as communication, stimulation, goal management, alliance and protect.