安利公司营销渠道冲突管理研究

重庆大学硕士学位论文安利公司营销渠道冲突管理研究姓名：张翔申请学位级别：硕士专业：工商管理指导教师：何谦20060301IIIABSTRACTThemarketingdistributingchannelisofgreatimportanceinthecommodityeconomy,asit’sdistributingfunctiongreatlyaffectstheefficiencyofthemarketing.Channelco-operation,conflictandrelationshipshavebeenanimportantareaofresearchinmarketing.Therearenumerousconflictsamongmembersofmarketchannelinreality,especiallyinAmway.Withthedevelopmentoftheindustry,thetraditionalchannelhasbeenexperiencedmoreandmorecompetitionfromnewmarketingenvironment.Channelconflicthasalwaysaccompaniedthedevelopmentofnewmarketingchannel.SuchastheintroductiontheInternet,Channelconflictsareintensifiedbytheuniquecharacteristicsoftheelectronicmarketplace.Channelmembersaresusceptibletochannelconflictasithasagreatimpactontheefficiencyofoperationsofmarketingchannels.Andinturn,itwillhaveanimpactonenterprise’soverallprofitability.Measuresshouldbedonetoproperlyresolvethechannelconflict.Firstly,thethesiselaboratesthedetailedprinciplestotheconflicttheoryofthechannelonthebasisoftheconceptofthedistributionchannelandtypestructure,andanalyzestheconflictimpactsondifferentfieldsofchannelofdistributionchannel,especiallytheimpactonchannelefficiencyandthegeneralreasonofthechannelconflict.Secondly,itintroducesthedevelopmentcourseandcurrentsituationsofAmway.AnditanalyzestheconcretefactorsofcausingtheconflictofdistributionchannelofAmway.Atlast,dealswiththestrategyofchannelconflictmanagementofAmway,discussesthegoals,thebasicprinciplesandthestepsofchannelconflictmanagementofAmway.Then,itpresentsthebasicstrategiesforAmwaytomanagingchannelconflict.Keywords:Amwaycompany,Distributionchannel,Channelconflict,Channelconflictmanagment1111.11.1.1880DonSchultz()1.1.2(1)12(2)1.21.2.1Mangrath&HardyLouisW.stern&AdelI.EI-Ansary(1)(2)(3)(4)Thomas&Schmidt(1976)13Dant&SchulMichman&Sibley1.2.2()(53)LouisW.SternAdelI.EI-AnsaryAnneT.Coughlan.D.E.J.(Bert.rosebloon)141.3(1.1)1.1Fig1.1TheFramework2522.12.1.1()()2.1.2(1)1)262)3)4)(2)80%20%(3)(1)(2)27(3)2.1.3()2.22.2.1282.2.2(2.1)(1)(2)(3)(4)2.1Fig2.1TheModelofChannelConflictDevelopment2.3292.3.1(1)(2)19983(3)()2.3.21)2)2102.3.3122.42112.4.1SternStern(1)(2)1)2)3)4)()212(3)2.4.2MichmanSibleyMichmanSibley(1)(2)213(3)()(4)(5)2.4.3(1)214(2)50%40%50%(3)(4)(5)(6)(7)2152.5(2.2)0C1C22.2Fig2.2TheCurveofEfficiencyofChannelConflict2.20-C1C1-C2216C22.5.1(1)(2)(3)2.5.2(1)217(2)2.62.6.1ThomasSchmidt1)2)3)AndersonNarus2.6.2ThomasSchmidt218DantSchulMarchSimon(1)()()219(2)2202.6.3DantSchul(2.1)DantSchul2.1Tab2.1TheChoiceofTwoStrategiesofChannelConflictManagementMichmanSibley32133.119594080450123459770075525319200462(Forbes)200450019()()199219952.21.2500014.11602003ISO90012000ISO1400119961996—20021998+20058141168318481020041702003/2004500()333.23.2.11995322(3.1)(700)19984+3.1Fig3.1TheStructureModelofAmway3.2.2()+(3.2)323()3.2Fig3.2TheDistributingWays+(1)31168(3.3)3243.3Fig3.3TheOrganizeofAmwayInternalMarketing()(2)8481206-4-221()325(20)2()1992234800(6000)1)AAAAAAAAAA2)ABCD326BBA(BBA)ABBAAAAAAAAAAAABB327203.3()()42844.1=/12()(4.1)4.1Tab4.1TheRunConditionofTaiwan’sDirectSelling()()()1994394.06161.9243401995448.45198.6225801996407.57236.4172401997380.79272.4139791998391.96278.1140941999357.34281.1127122000380.86283.4134392001385.73313.6123002002431.77326.9132082003519.91381.813671.42920041708420042000012()4.2123143024.34.3.112005232344.3.212431“”“”“”“”34.3.3(1)1()2“”3(2)130-50%50%62310%4324(5)54.41222197011(1)500030/10/30/60/300200200()×10()-300()=1700()5000500433500()×60()-5000()=25000()(2)(3)12200421(3)4.543420051053555.1()()(5.1)5365.1Fig5.1TheGoalsSystemofAmwayChannelConflictManagement5.25.2.1(1)(2)(3)5375.2.2(5.2)5.2Fig5.2TheDevelopingModelofAmwayDistributingChannelConflictManagement538(1)(2)(3)12(4)(5)5.35391Emerson—DantSchul(5.3)5405.3Fig5.3tegyofAmwayDistributingChannelConflictManagement26416(1)(2)(3)642(4)(5)12345(6)123451090(7)()643(8)(9)123744745!OO46[1]Skinnereral.,S.J.,Gassenheimer,J.B.,&Kelley,S.W.Cooperationinsupplier-dealer’srelations.JournalofRetailing,1992,68(2):174-193[2]Etgar.Channeldominationandcountervailingpowerindistributionchannels.JournalofMarketingresearch.1976,13(3):254-262[3]LouisW.Stern,AdelI-Ansary,AnneT.coughlan.MarketingChannels(FifthEdition).PrenticeHall.Inc.1996:1-23[4]Hunt,S.B.&Nevin,J.A.Powerinchannelsofdistribution:sourcesandconsequences.JournalofMarketing.1974,11(May):186-193[5]Shoham,A.,Rose,G.M..,&Kropp,F.ConflictininternationalMarketingReview.1997,15(2):140-150[6]Gundlach,G.T.,andCadotte,E.R.“Exchangeinterdependenceandinterfirminteraction:researchinasimulatedchannelsetting”,JournalofMarketingResearch,1994,31(Nov):516-532[7]Heide,J.B.andJohn,G.“Theroleofdependencebalancinginsafeguardingtransaction-specificassetsinconventionalchannels”,JournalofMarketing,1988,52(Jan):20-35[8]Lusch,R.F.,andBrown,J.R.“Interdependence,contracting,andrelationalbehaviorinmarketingchannels”,JournalofMarketing,1996,60(Oct):19-38[9]2000(1)[10]2001-08-21[11]2005(7)[12]2005(1)[13]2004275-304[14]20037[15]2002-01-04[16]LouisW.stern,AdelI.EI-Ansary,AnneT.Coughlan()2001[17]2000(9)[18]()2001