齐齐哈尔大学毕业设计（论文）题目：齐齐哈尔海信电器分销渠道冲突管理研究学院：应用技术学院专业班级：营本062班学生姓名：指导教师：吕洪燕成绩：2010年6月15日齐齐哈尔大学毕业设计（论文）摘要随着2l世纪全球经济的发展，竞争的日益加剧，销售渠道被越来越多的企业所重视。分销渠道作为营销组合当中的重要环节，其重要性对企业来讲不言而喻。企业往往对渠道冲突重视不够，缺乏相应的渠道冲突协调，导致渠道成员之间的矛盾发生。对企业而言，渠道冲突始终是制约企业发展的一个不可回避的问题，若不及时引导和处理,就有可能发展成为恶性冲突，进而影响整个渠道的效率，甚至可能摧毁整个渠道。销售渠道中的每一个要素，每一个环节都应该受到企业的高度重视，力争为渠道的高效运行打下坚实的基础，为企业打造一个最适合自己的销售渠道。本文着重分析研究营销渠道冲突的成因、基本类型及活动特点，分别从渠道管理以及降低渠道冲突损失，提出了对海信电器营销渠道管理问题的一些思考，为完善海信电器营销渠道提出建设性意见。本课题在运用营销策略及营销组合的理论基础之上，还借鉴了国内众多营销专著的观点，并融入了个人对渠道冲突的了解和实践工作中的经验，分别从分销渠道的的冲突，管理等方面做了系统的归纳总结。关键词：分销渠道；渠道类型；渠道冲突I齐齐哈尔大学毕业设计（论文）AbstractWiththe2lcenturyglobaleconomy,increasingcompetition,distributionchannelsaremoreandmoreattentiontoenterprises.Distributionchannelsasanimportantlinkamongthemarketingmix,theimportanceoftheenterprises,theself-evident.Businesschannelconflictoftenpaidinsufficientattentiontothelackofthecorrespondingchannelconflict,whichresultedinthecontradictionbetweentheoccurrenceofchannelmembers.Forenterprises,channelconflicthasconstrainedthedevelopmentofenterprisesisanunavoidableproblem,ifnottimelyguidanceandprocess,itmaydevelopintoaviciousconflict,therebyaffectingtheefficiencyofthechannelandmayevendestroytheentirechannel.Distributionchannelsineveryelementofeveryaspectofbusinessshouldbeattachedgreatimportancetostrivefortheefficientoperationofchannelsandlayasolidfoundationforenterprisestocreateoneofthemostsuitablefortheirownsaleschannels.Thisarticlefocusesonthecausesofconflictinmarketingchannels,thebasiccharacteristicsofthetypeandactivity,respectively,fromthechannelmanagementandreducethelossofchannelconflict,presentedtothemanagementofmarketingchannelsHisenseElectric'ssomethingtothinkabout,toimprovethemarketingchannelsHisenseElectricconstructivecomments.Theissueintheuseofmarketingstrategyandmarketingmixbasedonthetheory,butalsolearnfromthedomesticpointofviewofmanymonographsmarketingandchannelconflictintoapersonalunderstandingandpracticeofworkexperience,respectively,fromthedistributionchannelconflictandmanagementhavedoneasystemaresummarized.Keywords:distributionchannels;channeltype;channelconflictII齐齐哈尔大学毕业设计（论文）目录摘要··········································································································IAbstract····································································································II一、分销渠道冲突的相关理论········································································1（一）渠道冲突的含义··································...
