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论快速消费品行业渠道冲突及对策摘要产品渠道是企业营销系统的重要组成部分。在快速消费品行业,渠道被厂家视为重要的外部资源和实现产品价值的载体,被商家看作重要的内部资源和商品...
论快速消费品行业渠道冲突及对策
摘 要
产品渠道是企业营销系统的重要组成部分。在快速消费品行业,渠道被厂家视为重要的外部资源和实现产品价值的载体,被商家看作重要的内部资源和商品价值实现的载体。渠道冲突给快速消费品企业发展带来很大的制约。快速消费品企业必须区分渠道冲突的类型,分析导致渠道冲突的原因,做出解决冲突的对策。文章从快速消费品行业概念、特点、渠道冲突概念、冲突原因入手,分析了快速消费品行业渠道冲突的常见表现形式,提出了解决渠道冲突的有效方案,认为企业在渠道模式上采用扁平化模式,在渠道成员中进行有效沟通和提高其运营能力,在渠道成员关系上建立伙伴型营销渠道,以实现共赢为厂商之间的合作目标,为快速消费品企业改进渠道冲突协调机制,加深对渠道冲突的认识,有效化解和规避渠道冲突做了深入探究。
关键词:营销渠道 快速消费品 渠道冲突 展开
摘 要
产品渠道是企业营销系统的重要组成部分。在快速消费品行业,渠道被厂家视为重要的外部资源和实现产品价值的载体,被商家看作重要的内部资源和商品价值实现的载体。渠道冲突给快速消费品企业发展带来很大的制约。快速消费品企业必须区分渠道冲突的类型,分析导致渠道冲突的原因,做出解决冲突的对策。文章从快速消费品行业概念、特点、渠道冲突概念、冲突原因入手,分析了快速消费品行业渠道冲突的常见表现形式,提出了解决渠道冲突的有效方案,认为企业在渠道模式上采用扁平化模式,在渠道成员中进行有效沟通和提高其运营能力,在渠道成员关系上建立伙伴型营销渠道,以实现共赢为厂商之间的合作目标,为快速消费品企业改进渠道冲突协调机制,加深对渠道冲突的认识,有效化解和规避渠道冲突做了深入探究。
关键词:营销渠道 快速消费品 渠道冲突 展开
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专业翻译:
By fast consumable profession channel conflict and countermeasure
Abstract
The product channel is the enterprise marketing system's important component. In the fast consumable profession, the channel regards as by the factory the important exterior resources and realizes the product value carrier, is regarded as the carrier which by the business the important internal resources and the goods value realize. The channel conflict brings the very big restriction for the fast consumable enterprise development. The fast consumable enterprise must differentiate the channel conflict the type, the analysis causes the channel conflict the reason, makes the conflict resolution the countermeasure. The article from the fast consumable profession concept, the characteristic, the channel conflict concept, the conflict reason obtained, to analyze the fast consumable profession channel conflict common manifestation, proposed the solution channel conflict's effective plan, thought the enterprise used the flattening pattern in the channel pattern, carried on the channel member communicates and sharpens its operation ability effectively, in the channel member related on establishes the partner marketing channel, take realized altogether wins as the manufacturer between the cooperation goal, improved the channel conflict coordinated mechanism for the fast consumable enterprise, deepened to the channel conflict understanding, the effective melt and the circumvention channel conflict has made the thorough inquisition.
Key word: Marketing channel fast consumable channel conflict
谢谢……
By fast consumable profession channel conflict and countermeasure
Abstract
The product channel is the enterprise marketing system's important component. In the fast consumable profession, the channel regards as by the factory the important exterior resources and realizes the product value carrier, is regarded as the carrier which by the business the important internal resources and the goods value realize. The channel conflict brings the very big restriction for the fast consumable enterprise development. The fast consumable enterprise must differentiate the channel conflict the type, the analysis causes the channel conflict the reason, makes the conflict resolution the countermeasure. The article from the fast consumable profession concept, the characteristic, the channel conflict concept, the conflict reason obtained, to analyze the fast consumable profession channel conflict common manifestation, proposed the solution channel conflict's effective plan, thought the enterprise used the flattening pattern in the channel pattern, carried on the channel member communicates and sharpens its operation ability effectively, in the channel member related on establishes the partner marketing channel, take realized altogether wins as the manufacturer between the cooperation goal, improved the channel conflict coordinated mechanism for the fast consumable enterprise, deepened to the channel conflict understanding, the effective melt and the circumvention channel conflict has made the thorough inquisition.
Key word: Marketing channel fast consumable channel conflict
谢谢……
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On the fast moving consumer goods industry channel conflict and Countermeasures
Abstract
Product marketing channels is an important component of the system. In the fast moving consumer goods industry, manufacturers were regarded as important channels of external resources and the value of the product carrier, was seen as an important business in the internal resources and realize the value of the goods carrier. Channel conflict for the rapid development of consumer goods companies have a great constraints. Fast moving consumer goods companies must distinguish between the type of channel conflict, analysis of the causes of conflict lead channels, to resolve the conflict response. Articles from the concept of fast moving consumer goods industry, characteristics, the concept of channel conflict, starting with the causes of conflict, analysis of the fast moving consumer goods industry channels of the common manifestations of the conflict, the solution of an effective programme of channel conflict that enterprises in the channel model in a low profile model, The members of the channels for effective communication and enhance its ability to operate in channels on the establishment of partnership relations between the members of marketing channels in order to achieve a win-win situation for the manufacturers of cooperation between the objectives for the fast moving consumer goods companies to improve channel conflict coordination mechanism, deepen the channel conflict Knowledge of effective channels to resolve conflicts and avoid doing an in-depth Research.
Key words: fast moving consumer goods marketing channels channel conflict
Abstract
Product marketing channels is an important component of the system. In the fast moving consumer goods industry, manufacturers were regarded as important channels of external resources and the value of the product carrier, was seen as an important business in the internal resources and realize the value of the goods carrier. Channel conflict for the rapid development of consumer goods companies have a great constraints. Fast moving consumer goods companies must distinguish between the type of channel conflict, analysis of the causes of conflict lead channels, to resolve the conflict response. Articles from the concept of fast moving consumer goods industry, characteristics, the concept of channel conflict, starting with the causes of conflict, analysis of the fast moving consumer goods industry channels of the common manifestations of the conflict, the solution of an effective programme of channel conflict that enterprises in the channel model in a low profile model, The members of the channels for effective communication and enhance its ability to operate in channels on the establishment of partnership relations between the members of marketing channels in order to achieve a win-win situation for the manufacturers of cooperation between the objectives for the fast moving consumer goods companies to improve channel conflict coordination mechanism, deepen the channel conflict Knowledge of effective channels to resolve conflicts and avoid doing an in-depth Research.
Key words: fast moving consumer goods marketing channels channel conflict
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By fast consumable profession channel conflict and countermeasure
Abstract: The product channel is the enterprise marketing system important constituent. In the fast consumable profession, the channel is regarded as by the factory the important exterior resources and the realization product value carrier, is regarded as by the business the important internal resources and the goods value realization carrier. The channel conflict develops for the fast consumable enterprise brings the very big restriction. The fast consumable enterprise must differentiate the channel conflict the type, the analysis causes the channel conflict the reason, makes the solution conflict the countermeasure. The article from the fast consumable profession concept, the characteristic, the channel conflict concept, conflict reason obtaining, has analyzed the fast consumable profession channel conflict common manifestation, proposed the solution channel conflict effective plan, thought the enterprise uses the flattening pattern in the channel pattern, carries on in the channel member communicates and sharpens its operation ability effectively, relates in the channel member on establishes the partner marketing channel, take realizes altogether wins as the manufacturer between cooperation goal, improves the channel conflict coordination mechanism for the fast consumable enterprise, deepens to the channel conflict understanding, the effective melt and the circumvention channel conflict has made the thorough inquisition.
Key word: Marketing channel fast consumable channel conflict
Abstract: The product channel is the enterprise marketing system important constituent. In the fast consumable profession, the channel is regarded as by the factory the important exterior resources and the realization product value carrier, is regarded as by the business the important internal resources and the goods value realization carrier. The channel conflict develops for the fast consumable enterprise brings the very big restriction. The fast consumable enterprise must differentiate the channel conflict the type, the analysis causes the channel conflict the reason, makes the solution conflict the countermeasure. The article from the fast consumable profession concept, the characteristic, the channel conflict concept, conflict reason obtaining, has analyzed the fast consumable profession channel conflict common manifestation, proposed the solution channel conflict effective plan, thought the enterprise uses the flattening pattern in the channel pattern, carries on in the channel member communicates and sharpens its operation ability effectively, relates in the channel member on establishes the partner marketing channel, take realizes altogether wins as the manufacturer between cooperation goal, improves the channel conflict coordination mechanism for the fast consumable enterprise, deepens to the channel conflict understanding, the effective melt and the circumvention channel conflict has made the thorough inquisition.
Key word: Marketing channel fast consumable channel conflict
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