国航加入星空联盟的风险识别与防范.pdf

华南理大学
硕士学位论文
海山公司的渠道冲突
姓名:冯熠
申请学位级別:倾士
专业:工商管理
指导孜师:汤清
20040608
目录
摘要
本论文分为案例正文部分和案例分析部分。
案例正文用写实的手法,叙述了一个中小型经销代理商面对的渠道冲突以及因此产
生的生存危机。一方面制造商以原材料价格上涨和能源紧张为由,大幅上调供货价格,
延长供货周期和缩短信贷期,并减少甚至不予承担因产品质量问题造成的损失,同时发
展更多的经销代理商或者直接向零售终端供货。另一方面零售终端更加苛刻地整合供货
商,不仅提高合作条件,索要更多的费用,压低供货价格,还肆意拖欠贷款,乱扣费用,
同时引进更多供应商使相互间制衡,甚至引进制造商,以达到渠道扁平化,从而降低进
货价格的目的
目前,海山公司所面对的超级零售终端的强势地位突出,而国内的商业法规还不健
全,竟争较为混乱,给海山公司造成了很大的生存压力。
在案例分析部分,作者试图引用所学过的工商管理的原理和知识对海山公司的渠道
冲突进行分析和研究,以及对未来的冲突管理提出建议和意见。由于本文中(营销)渠
道的定义是指产品或服务从生产者流向消费者所经过的整个通道,这个通道由制造商、
批发商、零售商以及其他辅助机构组成,所以在此基础上所述的渠道冲突就包括了来自
制造商和零售商等的冲突,而不仅限于零售商。作者从经销代理商的战略的角度,通过
外部的宏观环境分析、行业分析、市场分析,和内部的资源分析、能力分析、业务分析,
对海山公司的发展战略、渠道策略进行较为全面的分析和规划。同时作者对渠道冲突进
行深度地剖析,揭露了其根本成因在于:目标不一致、归属差异、对现实认知的差异、
渠道成员对于相互依赖关系的感知差距以及渠道成员内部政策变形等,并籍此提出对冲
突管理的看法,包括主动引导和积极管理渠道体系,实现渠道多样化;明确渠道成员的
角色分工和权力分配,勇于维护自身合法权益;加强与渠道成员的中高层互访,建立渠
道成员之间的交流和沟通机制;提供高水平服务质量和新服务,提高渠道成员的满意度
和设置更高的转换成本;加快产品的更新速度,以动态和发展的眼光解决价格等方面的
冲突;采用激励机制来促进渠道成员之间的合作等
关键词】营销渠道;渠道冲突;冲突管理;经销代理商
华南理工大学硕士学位论文
Abstract
This dissertation contains two parts: the case description and the case analysis. The case
description narrates realistically the channel conflict of a medium and small sized agency----
Haishan Company. On the one hand the manufacturers want to raise the price of product
prolong supply period, and shorten credit period for the sake of the rising price of raw
material and shortly supplied energy. The manufacturers also try to make up for the loss
caused by their own product, and develop more agencies or supply directly to retailers. One
the other hand, retailers more and more harshly integrate suppliers. They raise the conditions
of corporation, ask for more fees, lower product's price, but also recklessly default the debt
bring more suppliers in to balance each other, even bring in manufacturers to lower the price
produce
Especially, the retailers which Haishan Company face become more and more powerful
and make great trouble to Haishan Company's survival
In the part of case analysis, the author tries to exploit management principles and
knowledge to analyze the channel conflict of Haishan Company and to make the suggestion
for its future. The definition of marketing channel in this dissertation is the whole passage by
which productservice is transferred from producers to consumers. Because the channel is
made up of manufacturers wholesalers, retailers and other assistant organization, the
channel conflict includes the conflict from manufacturers and retailers. After analyzing
external macroscopic environmental, industry, market, and the internal resource, ability,
business, the author carries on overall analysis, diagnosis and strategic planning from an
agencys most advanced strategy and mission. The analysis includes organizational goal
values, business scope, business orientation, business development tactics, leaders'quality,
corporate culture, team building and human resources. Thus the author can make out
strategic management and channel tactics. At the same time, the author overall analysis at the
channel conflict, discovers the fundamental cause of the conflict: disaccorded goal, ascription
difference, cognition difference of realism, perception difference of dependence reg