营销渠道冲突机理及对策分析

Analysis on Mechanism of Marketing Channel Conflict and Countermeasure

渠道冲突主要有水平渠道、垂直渠道、多渠道冲突,引起渠道冲突的主要原因有目标、价格、大客户、资金、技术咨询与服务等,应该从发展超级目标、加强信息交流、精简渠道结构、有效选择和激励渠道成员等方面管理好渠道冲突。

Channel conflicts include conflict of horizontal channel, vertical channel and multi-channel. Targets, prizes, important customers, fund, technical consultation, and service are the main causes of the conflict. The conflict should be managed through developing super target, strengthening exchange of information, simplifying channel structure and effectively choosing and encouraging channel members.