河南新飞电器的营销渠道冲突及治理对策研究.doc

摘要:营销渠道被越来越多的企业当做核心竞争力的重要因素，对渠道冲突的了解及治理是企业健康发展的保证。本文将运用中西方的一些关于渠道方面的基本理论来对新飞的渠道状况、渠道冲突的表现以及冲突的成因进行分析。主要采用了文献研究、对策分析等方式进行研究。

　　　通过研究分析得出了一些结论：新飞目前的销售渠道存在严重的冲突，并且冲突已经严重妨碍了新飞营销渠道的有序发展。消费者、批发商、零售终端对新飞的认同度不断下降，新飞营销渠道的管理改革已经迫在眉睫。各渠道成员之间是相互独立的，它们处在渠道的不同环节中，执行的职能也不同，在它们之间有着各种各样的差异，而这些差异就是使新飞的渠道冲突产生的导火索。要保证营销渠道的畅通，新飞就必须通过科学的管理来实现。对外要加强对经销商的培训力度，加强对经销商的激励程度，给经销商提供相应技术上的支持，对应收账款设置有效的回收规则等。对内，要合理利用渠道冲突积极的一面，优化与经销商及消费者的沟通系统，努力寻求新的渠道。通过这一系列的治理来使新飞的渠道网络不断壮大。

关键词：营销渠道； 渠道冲突； 治理对策

Abstract:Marketing channels more and more enterprises as an important factor of the core competitiveness, understanding of channel conflict and governance is to ensure the healthy development of enterprises. This article will use of Chinese and Western of some basic theory about channel status of Xinfei, the performance of channel conflict and the causes of conflict analysis. Mainly adopts the study methods such as literature research, the countermeasure analysis. Through research and analysis some conclusions: Xinfei sales channels there is a serious conflict, and the conflicts which have seriously hampered the orderly development of the Xinfei marketing channels. Consumers, wholesalers, retail terminal to Xinfei degree of recognition declining to Xinfei marketing channel management reform is imminent. Between channel members are independent of each other, they are in different segments of the channel, the performance of a function, a variety of differences between them, and these differences is to Xinfei channel conflict guide fire on request. Lead to the generation of conflict is the Xinfei with dealers in inventories, price is no the unified direct cause and Xinfei with other channel members economic goals inconsistent, unclear division of responsibilities, know to understand the differences and market environment changes in the underlying causes. To ensure that the marketing channels open, the new flight must be achieved through scientific management. On dealer to strengthen the training efforts of dealers, dealer incentives, to provide appropriate technical support to dealers, efficient recycling rules set receivables.Xinfei their own perspective, to the rational use of the positive side of the channel conflict, optimizing the system of dealers and consumers to communicate, seek new channels. Through this series of governance to Xinfei channel networks continue to grow.

Keywords  Marketing channels  Channel conflict  Countermeasures