摘要
渠道管理是企业商品转移和信息对流的重要保证。在市场运作中,分销渠道是许多营销矛盾的集结点,分销渠道畅通与否,直接影响企业的持续经营和营利状况。因此,正视分销渠道管理中的矛盾冲突,深入分析其特点及成因并对症下药,对降低渠道管理成本和经营风险具有重要意义。
The management of channel management is an important guarantee of goods transfer and the convection of information flow.In market operation,distribution channels are the concentration points of various contradictions in marketing.Whether the distribution channels are smooth or not directly bears upon the sustainable operation and profitability of related enterprises.Therefore,facing up to the contradictions and conflicts in the management of distribution channels,making in-depth analyses of their characteristics and causes,and finding the proper solution are of great significance to reducing management cost and operation risks.
出处
《五邑大学学报（社会科学版）》
2006年第4期61-64,共4页
Journal of Wuyi University(Social Sciences Edition)
关键词
分销渠道
管理
渠道成员
冲突
对策
distribution channels
management
channel members
conflicts
coping strategy
