| 营销渠道冲突的认识与控制 |
| |
| 引用本文： | 王颖,刘益.营销渠道冲突的认识与控制[J].商业研究,2005(7):40-42. |
| |
| 作者姓名： | 王颖 刘益 |
| |
| 作者单位： | 西安交通大学,管理学院,陕西,西安,710049 |
| |
| 摘 要： | 在渠道管理中,冲突历来是渠道管理者十分关注的一个重要方面。如何认识、分析、控制冲突是管理者比较头疼的问题。由此从渠道冲突的概念和分类出发,揭示渠道冲突产生的原因和主要控制方式,并对一个普遍存在的冲突现象,即窜货问题进行较为深入的探讨,对引导企业理解和管理冲突有很强的现实意义。
|
| 关 键 词： | 渠道冲突 控制 窜货 |
| 文章编号： | 1001-148X(2005)07-0040-03 |
| 修稿时间： | 2004年3月1日 |
The Understanding and Controlling of Channel Conflict |
| |
| WANG Ying,LIU Yi.The Understanding and Controlling of Channel Conflict[J].Commercial Research,2005(7):40-42. |
| |
| Authors: | WANG Ying LIU Yi |
| |
| Abstract: | In the field of channel management, conflict is a significant aspect that has attracted channel managers for many years. For those managers, how to understand, analyze and control conflicts has become a puzzle. Based on the concept and type of channel conflict, this paper manifests the reasons and main control patterns of channel conflict. Besides, it discusses a common conflict phenomenon, that is, sale beyond domain. It is expected to provide practical implication by guiding those enterprises to understand and manage conflict. |
| |
| Keywords: | channel conflict control sale beyond domain |
| 本文献已被 维普 万方数据 等数据库收录！ |
|
