营销渠道的冲突与管理

营销渠道冲突是指渠道成员之间的目标、理念或行为相互不能满足对方要求的状态.营销渠道冲突有两种类型,即水平冲突与垂直冲突.渠道成员之间的目标差别、决策权与资源竞争、职能缺位、认识差距、沟通不畅等是渠道冲突产生的直接原因.渠道冲突的产生与发展一般要经过四个阶段,即冲突的酝酿、冲突契机的出现、冲突行为的发生、冲突的结果.渠道冲突是客观存在的,可以通过说服、宣传、融合、等待、谈判、仲裁、诉讼、联合、退让等手段对渠道冲突进行管理.

Conflict and Its Resolution of Marketing Outlets

A market outlet conflict refers to a state in which the outlet members can not be content with one another in their objective, mentality and behavior. It is of two types, i.e. horizontal conflict and vertical conflict. The direct causes of conflict are the differences in their objective and understanding, competition for decision-making authority, functional vacancy, poor communication and the others. Generally, its emergence and growth will undergo four phases: the brewing of a conflict;the turning point upon which a conflict emerges;the occurrence of conflict behavior and,the outcome of the conflict. Outlet conflicts are in their objective existence and may be resolved by means of persuasion, propaganda, integration, patience, negotiation, arbitration, litigation, coalition, concession and the others.