渠道权力与战略联盟——工业品分销渠道冲突治理研究

渠道结构与渠道行为共同决定着分销渠道的效率,文章围绕这一命题,站在制造商的角度,对工业品渠道冲突按成员关系类型和对渠道效率的影响两个维度进行划分。对于高水平冲突,从渠道结构与行为两方面着手,分别通过使用渠道权力和建立制造商、分销商战略联盟来治理横向渠道冲突和垂直渠道冲突,以提高渠道效率。

Channel power and strategic alliance-the research and governance of the industrial products channel conflict

Channel structure and channel behavior co-determines the efficiency of distribution channels. This article around the proposition, standing on the view of manufacturers, divided the industrial products chan- nel conflict by the relationship of channel members and the impaction of channel efficiency. To the high- level channel conflict, this article also put forward to begin from the channel behavior and the channel structure to solve the horizontal channel conflict and the vertical channel conflict to promo...