安利公司营销渠道冲突管理研究
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摘要
随着市场竞争日趋激烈,分销渠道成为各企业抢占的堡垒。但由于渠道冲突大量的存在,严重地影响了企业的业绩。因此,如何加强对渠道冲突的管理与控制显得日益重要,对于安利公司来讲,各种因素影响分销渠道冲突现象相当严重,如何协调管理安利公司的渠道冲突是安利公司健康发展的重要保障。本文采用理论分析与实证研究相结合的方法,在系统分析和总结国内外渠道冲突理论的基础上,对安利公司渠道冲突的状况、成因做了较深入的分析,从战略的高度提出了安利公司处理渠道冲突的方法和策略。
本文首先从分销渠道的概念以及类型结构入手,对渠道冲突理论进行了详细的阐述,分析了分销渠道冲突对渠道各方面的影响,尤其是对渠道效率的影响、造成渠道冲突的原因和对渠道冲突的管理策略进行了详细的分析。接着介绍了安利公司的渠道发展历程和渠道现状,在对安利公司的分销渠道的结构、特点进行调查研究的基础上,分析了安利公司渠道冲突的特点,并结合安利公司的特点和现状,剖析引起安利公司渠道冲突的具体因素。最后,对安利公司的渠道冲突管理进行了系统性战略思考,即首先确立安利公司渠道冲突管理的系列目标,然后制定安利公司渠道冲突管理的系统框架,最后根据安利公司的具体情况给出渠道冲突管理的策略和相关实施建议。
The marketing distributing channel is of great importance in the commodity economy, as it’s distributing function greatly affects the efficiency of the marketing.
Channel co-operation, conflict and relationships have been an important area of research in marketing. There are numerous conflicts among members of market channel in reality, especially in Amway. With the development of the industry, the traditional channel has been experienced more and more competition from new marketing environment. Channel conflict has always accompanied the development of new marketing channel. Such as the introduction the Internet, Channel conflicts are intensified by the unique characteristics of the electronic marketplace.
Channel members are susceptible to channel conflict as it has a great impact on the efficiency of operations of marketing channels. And in turn, it will have an impact on enterprise’s overall profitability. Measures should be done to properly resolve the channel conflict.
Firstly, the thesis elaborates the detailed principles to the conflict theory of the channel on the basis of the concept of the distribution channel and type structure, and analyzes the conflict impacts on different fields of channel of distribution channel, especially the impact on channel efficiency and the general reason of the channel conflict. Secondly, it introduces the development course and current situations of Amway. And it analyzes the concrete factors of causing the conflict of distribution channel of Amway. At last, deals with the strategy of channel conflict management of Amway, discusses the goals, the basic principles and the steps of channel conflict management of Amway. Then, it presents the basic strategies for Amway to managing channel conflict.
本文首先从分销渠道的概念以及类型结构入手,对渠道冲突理论进行了详细的阐述,分析了分销渠道冲突对渠道各方面的影响,尤其是对渠道效率的影响、造成渠道冲突的原因和对渠道冲突的管理策略进行了详细的分析。接着介绍了安利公司的渠道发展历程和渠道现状,在对安利公司的分销渠道的结构、特点进行调查研究的基础上,分析了安利公司渠道冲突的特点,并结合安利公司的特点和现状,剖析引起安利公司渠道冲突的具体因素。最后,对安利公司的渠道冲突管理进行了系统性战略思考,即首先确立安利公司渠道冲突管理的系列目标,然后制定安利公司渠道冲突管理的系统框架,最后根据安利公司的具体情况给出渠道冲突管理的策略和相关实施建议。
The marketing distributing channel is of great importance in the commodity economy, as it’s distributing function greatly affects the efficiency of the marketing.
Channel co-operation, conflict and relationships have been an important area of research in marketing. There are numerous conflicts among members of market channel in reality, especially in Amway. With the development of the industry, the traditional channel has been experienced more and more competition from new marketing environment. Channel conflict has always accompanied the development of new marketing channel. Such as the introduction the Internet, Channel conflicts are intensified by the unique characteristics of the electronic marketplace.
Channel members are susceptible to channel conflict as it has a great impact on the efficiency of operations of marketing channels. And in turn, it will have an impact on enterprise’s overall profitability. Measures should be done to properly resolve the channel conflict.
Firstly, the thesis elaborates the detailed principles to the conflict theory of the channel on the basis of the concept of the distribution channel and type structure, and analyzes the conflict impacts on different fields of channel of distribution channel, especially the impact on channel efficiency and the general reason of the channel conflict. Secondly, it introduces the development course and current situations of Amway. And it analyzes the concrete factors of causing the conflict of distribution channel of Amway. At last, deals with the strategy of channel conflict management of Amway, discusses the goals, the basic principles and the steps of channel conflict management of Amway. Then, it presents the basic strategies for Amway to managing channel conflict.
引文
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[2] Etgar. Channel domination and countervailing power in distribution channels. Journal of Marketing research. 1976,13(3): 254-262
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[10] 郝志强 渠道决策的三个核心问题 中国营销传播网 2001-08-21
[11] 郝星光 渠道网络争夺战,釜底抽薪巧控经销商 销售与市场·渠道版 2005(7)
[12] 慈陵阳 窜货不可怕 销售与市场·渠道版 2005(1)
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[15] 郭镇 分销渠道冲突协调有术 中国营销传播网 2002-01-04
[16] Louis W.stern, Adel I.EI-Ansary, Anne T. Coughlan 市场营销渠道(第五版) 赵平、廖建军、孙燕军译 北京 清华大学出版社 2001
[17] 王荣耀 销售渠道的新变化 销售与市场 2000(9)
[18] 吴洪刚 销售经理 第十二章 分销渠道(上) 深圳市麦肯特企业顾问有限公司 2001-10-11
[19] 菲利普·科特勒等著 市场营销管理(亚洲版) 北京 中国人民大学出版社 Prefltice-Hall 出版公司 2002:322-360
[20] 郭三野 选择有效的市场分销渠道 武汉 武汉大学出版社 1994:36-123
[21] 牛海朋著 销售通路管理 北京 企业管理出版社 1998:67-96
[22] 贾永轩 营销网络设置与管理 北京 经济科学出版社 1998:22-30
[23] 刘永炬 中国通路行销 北京 企业管理出版社
[24] 范劳伦斯·G·弗里德曼等著 创建销售渠道优势 何建立等译 北京 中国标准出版社 2000:67-77
[25] 张传忠、雷鸣 分销管理 武汉 武汉大学出版社 1999:124-148
[26] 邹树彬 分销渠道管理 广州 广东经济出版社 2000:54-66
[27] 李飞 分销通路设计 北京 中国时代经济出版社 2002:77-87
[28] 郭朝阳 冲突管理 广州 广东出版社 2000:145-160
[29] 朱玉童 渠道冲突 北京 企业管理出版社 2004
[30] 李飞 分销渠道-设计与管理 北京 清华大学出版社 2003:78-120
[31] 陈彼德·康戴夫 冲突事务管理 何云峰译 北京 世界图书出版社 1998:64-69
[32] 威廉·D·皮诺特 E.J.麦卡锡 营销精要(第八版) 北京 北京大学出版社 2002:357-368
[33] 伯特·罗森布罗姆 营销渠道管理(第六版) 李乃和 奚俊芳等译 2001:228-360
[34] 陈涛、李席平、姜丽楠 企业的分销渠道管理创新 中国流通经济 2001(5)
[35] Bert Rosenbloom “Conflict and Channel Efficiency: Some conceptual models for the deision maker.” Journal of Marketing 1973 37(July): 29
[36] Buchanan, L. “Vertical trade relationships: the role of dependence and symmetry in attaining organizational goals”, Journal of Marketing Research, 1992,29 (1), 65-76
[37] Emerson, R. “Power dependence relations”, American Sociological Review, 1962,27 (Feb.),31-41
[38] Morgan, R.M. and Hunt, S.D. “The commitment-trust theory of relationship marketing”, Journal of Marketing, 1994,58 (July), 20-38
[39] Kelley, H.H. and Thibaut, J.w. Interpersonal Relations: A Theory of Interdependence. New York: Wiley,1978
[40] Berry, L.L. “Relationship Marketing”, In L.L. Berry et al (ed.), Emerging Perspectives of Services Marketing, Chicago: American Marketing Association,1983
[41] Baron, R.A. and Byrne, D. Social Psychology (8 th Edn.), MA: Allyn and Bacon,1997
[42] Porter, M.E. Competitive Advantage: Creating and sustaining Superior performance, NY: The Free Press, 1985, 46-47
[43] Rosenboom, B. Marketing channels (3 rd Een.) Chicago: The Dryden Press, 1987
[44] Pearce, J.A. and Robinson, R.B. Strategic Management: Formulation, Implementation and Control (4 th Edn.), Boston: Irwin, 1991,76-118
[2] Etgar. Channel domination and countervailing power in distribution channels. Journal of Marketing research. 1976,13(3): 254-262
[3] Louis W.Stern, Adel I-Ansary, Anne T.coughlan. Marketing Channels (Fifth Edition).Prentice Hall.Inc. 1996: 1-23
[4] Hunt,S.B. & Nevin, J.A. Power in channels of distribution: sources and consequences. Journal of Marketing. 1974,11(May): 186-193
[5] Shoham, A., Rose, G.M.., & Kropp, F. Conflict in international Marketing Review. 1997,15(2): 140-150
[6] Gundlach, G.T., and Cadotte, E.R. “Exchange interdependence and interfirm interaction: research in a simulated channel setting”, Journal of Marketing Research, 1994, 31 (Nov):516-532
[7] Heide, J.B. and John, G. “The role of dependence balancing in safeguarding transaction-specific assets in conventional channels”, Journal of Marketing, 1988, 52 (Jan):20-35
[8] Lusch, R.F., and Brown, J.R. “Interdependence, contracting, and relational behavior in marketing channels”, Journal of Marketing,1996, 60(Oct):19-38
[9] 庄贵军 权力、冲突与合作:西方的渠道行为理论 北京商学院学报 2000(1)
[10] 郝志强 渠道决策的三个核心问题 中国营销传播网 2001-08-21
[11] 郝星光 渠道网络争夺战,釜底抽薪巧控经销商 销售与市场·渠道版 2005(7)
[12] 慈陵阳 窜货不可怕 销售与市场·渠道版 2005(1)
[13] 庄贵军、周筱莲、王桂林 营销渠道管理 北京 北京大学出版社 2004:275-304
[14] 庄贵军、周南、周筱莲 《营销渠道中依赖的感知差距对渠道冲突的影响》 《系统工程理论与实践》 2003 年第 7 期
[15] 郭镇 分销渠道冲突协调有术 中国营销传播网 2002-01-04
[16] Louis W.stern, Adel I.EI-Ansary, Anne T. Coughlan 市场营销渠道(第五版) 赵平、廖建军、孙燕军译 北京 清华大学出版社 2001
[17] 王荣耀 销售渠道的新变化 销售与市场 2000(9)
[18] 吴洪刚 销售经理 第十二章 分销渠道(上) 深圳市麦肯特企业顾问有限公司 2001-10-11
[19] 菲利普·科特勒等著 市场营销管理(亚洲版) 北京 中国人民大学出版社 Prefltice-Hall 出版公司 2002:322-360
[20] 郭三野 选择有效的市场分销渠道 武汉 武汉大学出版社 1994:36-123
[21] 牛海朋著 销售通路管理 北京 企业管理出版社 1998:67-96
[22] 贾永轩 营销网络设置与管理 北京 经济科学出版社 1998:22-30
[23] 刘永炬 中国通路行销 北京 企业管理出版社
[24] 范劳伦斯·G·弗里德曼等著 创建销售渠道优势 何建立等译 北京 中国标准出版社 2000:67-77
[25] 张传忠、雷鸣 分销管理 武汉 武汉大学出版社 1999:124-148
[26] 邹树彬 分销渠道管理 广州 广东经济出版社 2000:54-66
[27] 李飞 分销通路设计 北京 中国时代经济出版社 2002:77-87
[28] 郭朝阳 冲突管理 广州 广东出版社 2000:145-160
[29] 朱玉童 渠道冲突 北京 企业管理出版社 2004
[30] 李飞 分销渠道-设计与管理 北京 清华大学出版社 2003:78-120
[31] 陈彼德·康戴夫 冲突事务管理 何云峰译 北京 世界图书出版社 1998:64-69
[32] 威廉·D·皮诺特 E.J.麦卡锡 营销精要(第八版) 北京 北京大学出版社 2002:357-368
[33] 伯特·罗森布罗姆 营销渠道管理(第六版) 李乃和 奚俊芳等译 2001:228-360
[34] 陈涛、李席平、姜丽楠 企业的分销渠道管理创新 中国流通经济 2001(5)
[35] Bert Rosenbloom “Conflict and Channel Efficiency: Some conceptual models for the deision maker.” Journal of Marketing 1973 37(July): 29
[36] Buchanan, L. “Vertical trade relationships: the role of dependence and symmetry in attaining organizational goals”, Journal of Marketing Research, 1992,29 (1), 65-76
[37] Emerson, R. “Power dependence relations”, American Sociological Review, 1962,27 (Feb.),31-41
[38] Morgan, R.M. and Hunt, S.D. “The commitment-trust theory of relationship marketing”, Journal of Marketing, 1994,58 (July), 20-38
[39] Kelley, H.H. and Thibaut, J.w. Interpersonal Relations: A Theory of Interdependence. New York: Wiley,1978
[40] Berry, L.L. “Relationship Marketing”, In L.L. Berry et al (ed.), Emerging Perspectives of Services Marketing, Chicago: American Marketing Association,1983
[41] Baron, R.A. and Byrne, D. Social Psychology (8 th Edn.), MA: Allyn and Bacon,1997
[42] Porter, M.E. Competitive Advantage: Creating and sustaining Superior performance, NY: The Free Press, 1985, 46-47
[43] Rosenboom, B. Marketing channels (3 rd Een.) Chicago: The Dryden Press, 1987
[44] Pearce, J.A. and Robinson, R.B. Strategic Management: Formulation, Implementation and Control (4 th Edn.), Boston: Irwin, 1991,76-118