渠道冲突与制造商的品牌维护

Channel Conflict and Manufacturers′ Brand Maintenance

销售渠道的本质是利益的有序分配,这种分配又是以利润分配为纽带、以品牌为依托、以产品为核心开展与进行的。渠道冲突最终损害的是市场中最基本的客户关系,即制造企业与消费者的关系,危害制造商的品牌。然而经销商行为的不确定性、代理过程中的投机行为、信息不确定性、品牌沟通效率低下等方面因素损害了制造商的品牌,应从资源依赖、组织基础两种制造商品牌维护模型及在此模型下建立强势品牌、实施品牌扩张两种制造商品牌保护策略。

The essence of sales channel is the orderly distribution of benefits,and this allocation is based on the link of distribution of profits ,the rely on brand and product core. What the channel conflict ultimately hurt is the fundamental customer relationship,that is,the relationship between manufacturers and consumers,jeopardizing the manufacturers′ brand. In this paper,the damage channel conflict to manufacturers′ brand and the reason for channel conflict are analyzed from the following aspects,that is the indeterminacy and speculation in surrogating of franchiser behaviors,the indeterminacy of information and the efficiency of brand communication. On the basis of the above,the manufacturers′ brand maintaining patterns,resource sponging on and organization foundation are advanced. On the basis,the manufacturer′s brand protecting strategies,establishing strong brand and implementing brand expanding are put forward.