营销渠道冲突管理分析

Analysis of Marketing Channel Conflict Management

渠道冲突,即指渠道成员通过有意或无意的市场行为所触发的,存在于企业营销渠道系统外部及内部的各种矛盾的总称。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、渠道角色、期望的差异,沟通障碍及资源的稀缺。而管理冲突的方法也是多种多样。

Channel conflict namely refers to the general conception of which the channel member＇s market behavior triggers all kinds of contradictory existing outside and internal the enterprise marketing channel system with intention or not.The channel conflict mainly has the horizontal channel conflicts,the vertical channel conflicts and the multi-channel conflicts.And the channel conflicts are mainly caused by the goal,the channel role,the expectation difference,the communication barriers and resources scarce.However there are also many ways to manage the conflicts.