烟草行业工商协同营销冲突管理研究
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摘要
探索企业间的合作问题是当前管理学学者关注的焦点之一,协同营销是其中的一个办法。由于冲突具有客观存在性和主观知觉性,其作用有推动、促进的正面属性和破坏、阻滞负面属性,本文对专卖制度下的烟草行业工商企业协同营销工作中的冲突管理问题进行了初步探讨和分析。
首先,本文介绍了问题的研究背景。通过梳理背景可以认识到：协同营销的提出是行业工商管理体制改革的结果,按照系统理论和协同理论,这种不稳定性协同是开展行业协同营销的推动力。另外,还介绍了研究意义、内容、方法和创新之处。
其次,根据研究重点,本文对协同理论、协同营销理论及冲突管理理论进行了简要回顾,介绍了各自的含义、类型、一般特点和基本策略。指出：1、烟草行业工商双方开展协同营销的目的在于在不改变烟草行业基本制度和各利益主体利益分配模式的前提下,针对工商管理体制改革后工商企业间的矛盾和问题,以实现“大市场、大企业、大品牌”战略、培育两个“十多个”(十多个重点骨干企业和十多个名优品牌)战略意图为目标,突出营造公平竞争的市场环境和品牌培育环境,通过行政引导以及生产商与销售商之间的博弈、竞合,加强工商企业间信息交流、合作协调,将渠道营销和品牌营销有机结合起来,优化烟草供应链,创新建立适合烟草行业专卖体制的新的营销模式,是烟草行业营销体系和制度的自我完善。2、烟草行业工商企业协同营销是一种相对封闭系统内的垂直(纵向)协同营销；根据协同营销开展的前提和条件分析,烟草行业开展协同营销有现实基础和客观需求。3、协同营销的冲突问题表象是生产与销售、计划与市场的矛盾,实质是品牌与渠道之间的矛盾,是一种渠道冲突。为了研究的方便,本文还引用了供应链管理理论用以表述协同营销问题表现、利益相关者理论用以分析明确活动主体及复杂人假设理论用以分析利益相关者的价值取向。
第三,对烟草行业工商协同营销中的冲突及原因进行了分析。一是介绍了协同营销主要利益相关者特点,对新型工商关系进行了理性思考。并用SWOT分析法分析了行业特点及主体特点。指出：协同营销实施主体特点是1、位于统一烟草产业供应链上下游,具有共同的企业愿景,同属专卖垄断体制范畴。2、在拥有行业规则制定权、对子公司高度控制权的母公司统一领导下。3、拥有各自的垄断优势和资源。商业企业拥有渠道,工业企业拥有产品。与其他行业相比,在烟草行业开展协同营销冲突管理的优势是：1第三方监督权。可以充分利用国家局对工商企业的绝对控制权和行业规则制定权,以行政干预的形式推动协同。2、强制策略优势。各子公司之间也可以利用母公司的协调作用、各自的垄断优势对对方施加影响。3、可以通过专卖打假等手段,打击竞争对手和串货行为。二是从供应链流程角度分析了协同营销中物资流通、商业流通、信息流通、资金流通存在的问题,这些流程的顺畅程度恰恰反映了协同营销的水平和现状。三是从宏观环境因素、行业特点性原因及冲突管理中的一般性原因分析了问题根源。强调了垄断制度对冲突成因和管理的双重作用以及缺乏信任机制的严重后果和原因。
第四,对烟草行业协同营销冲突管理问题提出了建议。在确立了冲突管理目标、原则、步骤的基础上,从战略、策略两个层面进行了冲突管理探索。战略层面：1、坚持观念创新,2、引入竞争机制,3、建立信用机制,4、重视无形资产；策略层面：1、加强信息化建设,推动信息交流,2、优化烟草供应链。
最后,对专卖制度和工商关系发展趋势进行了探讨。同时提出要理性看待协同营销问题。指出：任何理论都是不完善的,协同营销也不是万能的,正如协同不能解决所有的企业之间的合作关系一样,烟草企业的协同营销也不能完全解决烟草工业企业与商业企业的根本矛盾。如果工商企业间的信任基础不牢固、沟通机制不完善、利益分配不合理,那么协同营销的作用再强大也不可能从根本上捋顺烟草行业产业链两端的关系。所以,解决烟草工商企业协同营销问题的根本途径不在于阐述协同营销的重要意义、基本措施,而在于抛开营销层面的、从完善机制体制、挖掘利益主体利益驱动力、实现由行政驱动外力到工商企业自觉作为内力的转变等角度解决冲突。烟草行业协同营销冲突管理是一项系统工程,需要各主体、全方位的共同努力。
Of all the topics that the current scholars of management focus on, the issue of exploring the cooperation between enterprises is a hot one. And coordinate/ collaborative marketing is one way to solve this issue. Because of the objective existence and the subjective perception of the conflicts, and impulsive, stimulative attributes and destructive, obstructive effects of the conflicts, this article has made some brief studies and analysis on conflict management in tobacco enterprises'coordinate marketing under the monopolization system.
Firstly, the background of this research was introduced. By studying the background knowledge, it could be seen that the coordinate marketing was brought forward as result of the reform of the China tobacco business management system. In the system theory and the synergy theory, such unsteady collaboration is the force of developing the tobacco enterprises' coordinate marketing. Moreover, the purpose and the methods of the research, and the skeleton of the article and its innovation points was introduced.
Secondly, this essay reviewed the synergy theory, the marketing theory and the conflict management theory briefly, to help with the analysis of the research; including the revision of the meanings, types, general features and basic strategies. Points are figured out as follows:1. the purpose of developing coordinate marketing between tobacco industry and commerce is to tackle with the conflicts among the enterprises after the reform of the China tobacco business administration system without changing the basic rules of the tobacco industry and the distribution pattern. It helps to create a fair competition market environment and brand nurturing surroundings, to achieve the "big market, large corporations, big brand "strategy, and to cultivate the two "over 10"(more than 10 key enterprises, and more than 10 famous brands) strategic intentions goals. Strengthen the industrial and commercial inter-enterprise information exchange, cooperation and coordination through administrative guidance, and the competition between producers and sellers. Combine the channel marketing and brand marketing to optimize the tobacco supply chain; renew the marketing system that fits for the monopolization system in tobacco enterprises. Such are the self-improvement of the tobacco enterprises model and system.2. The coordinate marketing among the industrial and commercial enterprises is a vertical (vertical) collaborative marketing in a relatively closed system. By analyzing the conditions and premises of developing coordinate marketing, coordinate marketing among the industrial and commercial enterprises has its realistic foundations and objective requirements.3. Obstacles in coordinate marketing appear as conflicts between the production and sales, plan and market, and its essence is the conflicts between brand marketing and channel marketing. In order to make it easy, this article also introduced the supply chain theory to express the appearances of coordinate marketing, the stakeholder theory to certify the active body and the hypothetic complex human theory to figure out the stakeholders'values.
Thirdly, the conflicts and reasons in industrial and commercial coordinate marketing were analyzed. For one thing, it described characters of main stakeholders in coordinate marketing, and analyzed the new business relationship in a rational way. And apply SWOT analysis methods to the tobacco industry and the main characteristics of it. Participants of the coordinate marketing have some characters as,1. They are in the common tobacco industry chain, share the same commercial goal, and are all in the monopolization system; 2. They are all under control of the parent company which has industry rule-making power, and the total control of the lower companies; 3. They have their own advantages and resources of monopoly:the commerce own the marketing channel whereas the industry own the products. Compared with other industries, carrying out the conflict management in coordinate marketing between industrial and commercial enterprises has some unique advantages.1.a third part supervision. By using the absolute control and rule-making power from the national administration, the STMA (State Tobacco Monopoly Administration) can improve the cooperation in a administrative intervention way.2.the advantage of mandatory strategic. The subsidiary companies could influence each other by using the coordinating role from the parent company and their own monopoly advantages.3. competitors could be beaten by the monopolization power. In the next place, the problems of coordinate marketing in material flow, business flow, information flow and capital flow in the supply chain were analyzed. The extent of the smoothness of this process properly reflects the level and status of coordinate marketing. Finally, the root of the problems from the macro environment, unique reasons in tobacco industry and general reasons in conflict management were analyzed. And it emphasized the double effects of the monopoly system and the serious consequences of lacking confidence system.
Fourthly, there are some advises for the conflict management in coordinate marketing between industrial and commercial enterprises. With the targets, principles, and steps established, the conflict management in both strategy and tactic levels was explored. Strategy level:1,to adhere to the innovation of concept,2,to introduce the competition system,3,to construct the confidence system,4,to highlight the invisible capital; tactic level:1,to improve the informationization construction, and improve the exchange of information,2,to optimize the tobacco supply chain.
At last, the trends of the development of Monopoly System and business relationship were discussed. At the same time, treating the coordinate marketing problems rationally was proposed. It's been pointed out that:any theory is imperfect, and coordinate marketing is not a panacea. As well as collaboration can't solve all of the cooperative relationship between enterprises, the coordinate marketing cannot completely solve the fundamental contradiction between the tobacco industry and commercial enterprises. Between the industrial and commercial enterprises, if the basis of trust is not solid, the communication mechanism is imperfect, and the distribution of benefits is unreasonable, the role of coordinate marketing, no matter how strong it is, is impossible to fundamentally get the relationship between both ends of the industrial chain of the tobacco industry well. Therefore, to solve the problem in coordinate marketing of tobacco businesses fundamentally does not lie in set the importance and basic measures of coordinate marketing out. It lies in casting aside the marketing aspects, improving the institutional mechanism, mining the driving force of the stakeholder, and achieving the conversion from external driving force of administration to internal driving force of the willing of industrial and commercial enterprises to solve the conflict. Conflict management in coordinate marketing between industrial and commercial enterprises of China tobacco is a systematic project and it requires the concerted efforts of all subjects.
首先,本文介绍了问题的研究背景。通过梳理背景可以认识到：协同营销的提出是行业工商管理体制改革的结果,按照系统理论和协同理论,这种不稳定性协同是开展行业协同营销的推动力。另外,还介绍了研究意义、内容、方法和创新之处。
其次,根据研究重点,本文对协同理论、协同营销理论及冲突管理理论进行了简要回顾,介绍了各自的含义、类型、一般特点和基本策略。指出：1、烟草行业工商双方开展协同营销的目的在于在不改变烟草行业基本制度和各利益主体利益分配模式的前提下,针对工商管理体制改革后工商企业间的矛盾和问题,以实现“大市场、大企业、大品牌”战略、培育两个“十多个”(十多个重点骨干企业和十多个名优品牌)战略意图为目标,突出营造公平竞争的市场环境和品牌培育环境,通过行政引导以及生产商与销售商之间的博弈、竞合,加强工商企业间信息交流、合作协调,将渠道营销和品牌营销有机结合起来,优化烟草供应链,创新建立适合烟草行业专卖体制的新的营销模式,是烟草行业营销体系和制度的自我完善。2、烟草行业工商企业协同营销是一种相对封闭系统内的垂直(纵向)协同营销；根据协同营销开展的前提和条件分析,烟草行业开展协同营销有现实基础和客观需求。3、协同营销的冲突问题表象是生产与销售、计划与市场的矛盾,实质是品牌与渠道之间的矛盾,是一种渠道冲突。为了研究的方便,本文还引用了供应链管理理论用以表述协同营销问题表现、利益相关者理论用以分析明确活动主体及复杂人假设理论用以分析利益相关者的价值取向。
第三,对烟草行业工商协同营销中的冲突及原因进行了分析。一是介绍了协同营销主要利益相关者特点,对新型工商关系进行了理性思考。并用SWOT分析法分析了行业特点及主体特点。指出：协同营销实施主体特点是1、位于统一烟草产业供应链上下游,具有共同的企业愿景,同属专卖垄断体制范畴。2、在拥有行业规则制定权、对子公司高度控制权的母公司统一领导下。3、拥有各自的垄断优势和资源。商业企业拥有渠道,工业企业拥有产品。与其他行业相比,在烟草行业开展协同营销冲突管理的优势是：1第三方监督权。可以充分利用国家局对工商企业的绝对控制权和行业规则制定权,以行政干预的形式推动协同。2、强制策略优势。各子公司之间也可以利用母公司的协调作用、各自的垄断优势对对方施加影响。3、可以通过专卖打假等手段,打击竞争对手和串货行为。二是从供应链流程角度分析了协同营销中物资流通、商业流通、信息流通、资金流通存在的问题,这些流程的顺畅程度恰恰反映了协同营销的水平和现状。三是从宏观环境因素、行业特点性原因及冲突管理中的一般性原因分析了问题根源。强调了垄断制度对冲突成因和管理的双重作用以及缺乏信任机制的严重后果和原因。
第四,对烟草行业协同营销冲突管理问题提出了建议。在确立了冲突管理目标、原则、步骤的基础上,从战略、策略两个层面进行了冲突管理探索。战略层面：1、坚持观念创新,2、引入竞争机制,3、建立信用机制,4、重视无形资产；策略层面：1、加强信息化建设,推动信息交流,2、优化烟草供应链。
最后,对专卖制度和工商关系发展趋势进行了探讨。同时提出要理性看待协同营销问题。指出：任何理论都是不完善的,协同营销也不是万能的,正如协同不能解决所有的企业之间的合作关系一样,烟草企业的协同营销也不能完全解决烟草工业企业与商业企业的根本矛盾。如果工商企业间的信任基础不牢固、沟通机制不完善、利益分配不合理,那么协同营销的作用再强大也不可能从根本上捋顺烟草行业产业链两端的关系。所以,解决烟草工商企业协同营销问题的根本途径不在于阐述协同营销的重要意义、基本措施,而在于抛开营销层面的、从完善机制体制、挖掘利益主体利益驱动力、实现由行政驱动外力到工商企业自觉作为内力的转变等角度解决冲突。烟草行业协同营销冲突管理是一项系统工程,需要各主体、全方位的共同努力。
Of all the topics that the current scholars of management focus on, the issue of exploring the cooperation between enterprises is a hot one. And coordinate/ collaborative marketing is one way to solve this issue. Because of the objective existence and the subjective perception of the conflicts, and impulsive, stimulative attributes and destructive, obstructive effects of the conflicts, this article has made some brief studies and analysis on conflict management in tobacco enterprises'coordinate marketing under the monopolization system.
Firstly, the background of this research was introduced. By studying the background knowledge, it could be seen that the coordinate marketing was brought forward as result of the reform of the China tobacco business management system. In the system theory and the synergy theory, such unsteady collaboration is the force of developing the tobacco enterprises' coordinate marketing. Moreover, the purpose and the methods of the research, and the skeleton of the article and its innovation points was introduced.
Secondly, this essay reviewed the synergy theory, the marketing theory and the conflict management theory briefly, to help with the analysis of the research; including the revision of the meanings, types, general features and basic strategies. Points are figured out as follows:1. the purpose of developing coordinate marketing between tobacco industry and commerce is to tackle with the conflicts among the enterprises after the reform of the China tobacco business administration system without changing the basic rules of the tobacco industry and the distribution pattern. It helps to create a fair competition market environment and brand nurturing surroundings, to achieve the "big market, large corporations, big brand "strategy, and to cultivate the two "over 10"(more than 10 key enterprises, and more than 10 famous brands) strategic intentions goals. Strengthen the industrial and commercial inter-enterprise information exchange, cooperation and coordination through administrative guidance, and the competition between producers and sellers. Combine the channel marketing and brand marketing to optimize the tobacco supply chain; renew the marketing system that fits for the monopolization system in tobacco enterprises. Such are the self-improvement of the tobacco enterprises model and system.2. The coordinate marketing among the industrial and commercial enterprises is a vertical (vertical) collaborative marketing in a relatively closed system. By analyzing the conditions and premises of developing coordinate marketing, coordinate marketing among the industrial and commercial enterprises has its realistic foundations and objective requirements.3. Obstacles in coordinate marketing appear as conflicts between the production and sales, plan and market, and its essence is the conflicts between brand marketing and channel marketing. In order to make it easy, this article also introduced the supply chain theory to express the appearances of coordinate marketing, the stakeholder theory to certify the active body and the hypothetic complex human theory to figure out the stakeholders'values.
Thirdly, the conflicts and reasons in industrial and commercial coordinate marketing were analyzed. For one thing, it described characters of main stakeholders in coordinate marketing, and analyzed the new business relationship in a rational way. And apply SWOT analysis methods to the tobacco industry and the main characteristics of it. Participants of the coordinate marketing have some characters as,1. They are in the common tobacco industry chain, share the same commercial goal, and are all in the monopolization system; 2. They are all under control of the parent company which has industry rule-making power, and the total control of the lower companies; 3. They have their own advantages and resources of monopoly:the commerce own the marketing channel whereas the industry own the products. Compared with other industries, carrying out the conflict management in coordinate marketing between industrial and commercial enterprises has some unique advantages.1.a third part supervision. By using the absolute control and rule-making power from the national administration, the STMA (State Tobacco Monopoly Administration) can improve the cooperation in a administrative intervention way.2.the advantage of mandatory strategic. The subsidiary companies could influence each other by using the coordinating role from the parent company and their own monopoly advantages.3. competitors could be beaten by the monopolization power. In the next place, the problems of coordinate marketing in material flow, business flow, information flow and capital flow in the supply chain were analyzed. The extent of the smoothness of this process properly reflects the level and status of coordinate marketing. Finally, the root of the problems from the macro environment, unique reasons in tobacco industry and general reasons in conflict management were analyzed. And it emphasized the double effects of the monopoly system and the serious consequences of lacking confidence system.
Fourthly, there are some advises for the conflict management in coordinate marketing between industrial and commercial enterprises. With the targets, principles, and steps established, the conflict management in both strategy and tactic levels was explored. Strategy level:1,to adhere to the innovation of concept,2,to introduce the competition system,3,to construct the confidence system,4,to highlight the invisible capital; tactic level:1,to improve the informationization construction, and improve the exchange of information,2,to optimize the tobacco supply chain.
At last, the trends of the development of Monopoly System and business relationship were discussed. At the same time, treating the coordinate marketing problems rationally was proposed. It's been pointed out that:any theory is imperfect, and coordinate marketing is not a panacea. As well as collaboration can't solve all of the cooperative relationship between enterprises, the coordinate marketing cannot completely solve the fundamental contradiction between the tobacco industry and commercial enterprises. Between the industrial and commercial enterprises, if the basis of trust is not solid, the communication mechanism is imperfect, and the distribution of benefits is unreasonable, the role of coordinate marketing, no matter how strong it is, is impossible to fundamentally get the relationship between both ends of the industrial chain of the tobacco industry well. Therefore, to solve the problem in coordinate marketing of tobacco businesses fundamentally does not lie in set the importance and basic measures of coordinate marketing out. It lies in casting aside the marketing aspects, improving the institutional mechanism, mining the driving force of the stakeholder, and achieving the conversion from external driving force of administration to internal driving force of the willing of industrial and commercial enterprises to solve the conflict. Conflict management in coordinate marketing between industrial and commercial enterprises of China tobacco is a systematic project and it requires the concerted efforts of all subjects.
引文
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