大型超市与供应商之间的渠道冲突研究苏州大学毕业论文

目录一、大型超市与供应商之间渠道冲突的现状及影响.......................................4（一）渠道冲突的概况.....................................................................................41.渠道冲突的概念......................................................................................42.大型超市与供应商之间渠道冲突的类型及其表现.............................4（二）渠道冲突的内容.....................................................................................51．目标冲突.................................................................................................52．费用冲突.................................................................................................63．实物流程系统冲突.................................................................................7（三）大型超市与供应商之间渠道冲突的影响.............................................71.消极影响....................................................................................................72.积极影响....................................................................................................7二、大型超市与供应商冲突产生的成因分析......................................................8（一）利益最大化是双方冲突产生的直接根源...........................................8（二）大型超市居主导地位，导致双方竞争不均衡.....................................8（三）很多供应商都缺乏核心技术和品牌效应.............................................8（四）大型超市与供应商之间的信息不对称.................................................9（五）政府政策不到位、法规不健全恶化了交易矛盾.................................9（六）行业协会功能缺失、作用弱化加重了交易矛盾...............................10三、大型超市与供应商渠道冲突对策研究.........................................................10（一）大型超市针对与供应商之间的渠道冲突采取的策略......................101.采取低价竞争策略..................................................................................10苏州大学本科生毕业论文2.加强与供应商的渠道合作策略..............................................................11（二）供应商针对与大型超市之间的渠道冲突的解决对策....................111.巧妙避免各种通道费用..........................................................................112.供应商加快产品技术革新和增强产品品牌..........................................12（三）政府相关部门采取的措施...................................................................121.制定完善的法律法规制度，加大执法力度..........................................122.重视行业协会性能，完善债权法律制度..............................................13四、典型事例分析-以家乐福为例.......................................................................14（一）家乐福与供应商之间的渠道冲突.......................................................141．在契约谈判中家乐福对供应商占主导地位.......................................142.成本分摊上家乐福的强制地位..............................................................143.家乐福开发自有品牌与供应商抗衡......................................................15（二）家乐福与供应商之间渠道冲突原因分析...........................................151.家乐福畸形的盈利模式..........................................................................152.家乐福供应商管理上不太全面..............................................................153.家乐福与供应商地位不平等..................................................................16（三）家乐福是如何处理与供应商之间的渠道冲突的...............................161.对供应商进行分类管理..........................................................................162.建立不同供应商的商品“台账”制度..................................................173.建立服务与商品检查制度......................................................................17（四）供应商是如何解决与家乐福之间的渠道冲突的...............................171.供应商应加大与家乐福的谈判力度，减少收费项目和水平.............172.供应商应调整运作模式..........................................................................17苏州大学本科生毕业论文3.供应商自建营销渠道..............................................................................17（五）对家乐福渠道模式的建议...................................................................181.政府应制定完善的法律法规，加强监管力度......................................182.供应商要增强自身力量..........................................................................183.家乐福与供应商合作双赢关系的建立..................................................18结论.........................................................................................................................20参考文献.................................................................................................................21致谢.........................................................................................................................23苏州大学本科生毕业论文1中文摘要大型超市与供应商间渠道冲突由来已久，且持续不断。许多无益的渠道冲突正在削弱企业的竞争优势，成为制约公司不可回避的重要问题。文中阐述了大型超市与供应商之间的渠道冲突的内容、产生的原因分析和大型超市与供应商针对渠道冲突的对策研究。最后以家乐福超市为例，分析了家乐福与供应商之间的渠道冲突产生原因以及家乐福、供应商和相关政府部门针对这一系列冲突所采取的措施。并对家乐福与供应商间冲突提出了一些建议，希望对其他大型超市和供应商的渠道冲突的解决有借鉴意义。[关键词]大型超市供应商渠道冲突苏州大学本科生毕业论文2AbstractTherehavebeenchannelconflictsbetweenlargesupermarketsandsuppliersforalongtime,whicharestillgrowingconstantly.Manyuselesschannelconflictsareweakeningthecompetitiveadvantagesofcompanies,becomingbigproblems,whichrestrictscompaniesandcannotbeavoided.Firstly,thisarticledescribesthecontentsofthechannelconflictsamonglargesupermarketsandsuppliers,analysisofthecausesofthemandcountermeasuresoflargesupermarketsandsuppliers.Secondly,thisarticleliftsanexample,theCarrefoursupermarket,analyzingthereasonsofthechannelconflictsamongCarrefouranditssuppliersandlistingthemeasurestakenbyCarrefour,thesuppliersandrelevantgovernmentdepartmen