关系营销视角下的渠道冲突机理与规避研究

Under relational marketing angle of view channel conflict mechanism and elusion

分销渠道畅通与否,直接影响企业在市场上的竞争能力和经营业绩。因此,正视分销渠道管理中的矛盾冲突,深入分析其特点及产生机制并对症下药,对企业的经营具有重要意义。本文另辟蹊径,从关系营销的视角对其进行了深入的研究。

Retails the channel unimpeded or not, affects the enterprise directly in market competitive ability and the management achievement. Therefore, in the facing up to retailing channel management contradictory conflict, analyzes its characteristic thoroughly and has the mechanism and acts appropriately to the situation, has the vital significance to enterprise＇s management. This article tries another method, has conducted the thorough research from the relational marketing angle of view to it.