营销渠道协同性分析

Analyses of Synergism in Marketing Channels

文章针对生产制造商和分销商所处市场环境,结合经典渠道理论,从渠道结构、渠道行为、渠道关系和渠道系统性四个方面对渠道协同问题进行分析,并得出这样的结论:首先理性化地对渠道结构加以扁平化从而构建渠道结构的协同,其次控制渠道冲突从而协调行为寻求渠道成员步调一致的协同性,最后构建联盟伙伴关系以实现协同效应,以上三方面是以系统化的要求实现渠道的动态管理。

In this paper, I have done exploratory studies on the channel synergism. From the current market environment of the manufacturers and distributors in China. First of all I will discuss the content of synergistic effect of channel and then combine classical theories of marketing channels what＇re the channel structure, channels members＇ behaviors, relationships and system to analyzed the marketing channel＇s synergy. In the end, I＇ve come to decisions that enterprises must rationally flat channels structure, control distributive channels＇ conflicts, coordinate the conduct of channels members and to pursue synergistic relations ＆ cooperation and Union and systemically manage channels in order to seek synergies and the sustainable competitiveness advantages of channel members.