分销渠道管理中存在的问题及对策

分销渠道管理中存在的问题及对策中文摘要在当今社会中，大多数的生产者并不是直接将产品出售给最终用户。在两者之间有执行不同功能和不同名称的中间机构。这些中间机构便组成了分销渠道。生产者利用中间商更有效的将商品推入目标市场，中间机构凭借自己的各种关系、经验及活动规模，将生产企业变得更加出色，但是由于各个独立业务实体的利益不可能一致，生产者与中间商之间总会有某些冲突，这样便产生了渠道冲突。就这些问题提出具体的管理对策，以便提高企业的经济效益和核心竞争力，促进市场快速、稳定、和谐发展。关键词：分销管理冲突策略整合1DISTRIBUTIONCHANNELMANAGEMENTPROBLEMSANDCOUNTERMEASURESEnglishabstractInoursociety,mostproducersarenotsellingthegoodstotheenduserdirectly.TherearesomeIntermediateinstitutionswhichhasdifferentfunctionornames.Theseintermediarieswillbecomposedofthedistributionchannel.Producersusemorebrokerscanintegratemerchandiseintothetargetmarket,intermediateagenciesbyvirtueoftheirrelationships,experienceandactivityscale,manufacturingenterpriseswillbebetter,butduetovariousindependentbusinessentitiesofinterestcannotbethesame,producersandmiddlemenbetweenthereisalwayssomeconflict,thiswillproduceachannelconflict.Withrespecttotheseproblemsputforwardspecificcountermeasures,soastoimprovetheeconomicefficiencyofenterprisesandthecorecompetitiveness,promotethemarketfast,stable,harmoniousdevelopmentKeyword:distributionmanagementconflictstrategyintegration2目录中文摘要····································································································0Englishabstract·································································································1目录···············································································································21分销渠道绪论································································································31.1分销渠道的概念及其与营销渠道的区别······················································31.2分销渠道的功能····················································································41.3分销渠道的选择···················································································51.4影响分销渠道选择的因素·······································································62分销渠道的管理和价值评估·············································································62.1渠道对象的权利和义务··········································································52.2激励渠道成员·······················································································62.3评估渠道成员······················································································73分销渠道冲突与管理策略················································································73.1渠道冲突的类型···················································································73.2渠道冲突的原因···················································································83.3渠道冲突管理策略················································································93.4渠道冲突解决办法···············································································103.5有效避免渠道冲突···············································································114分销渠道整合·······························································································13致谢··············································································································15参考文献：·····································································································1631分销渠道绪论1.1分销渠道的概念及其与营销渠道的区别分销渠道（distributionchannel）是指某种产品和服务在从生产者向消费者转移过程中，取得这种产品和服务的所有权或帮助所有权转移的所有企业和个人。因此分销渠道包括商人中间商（他们取得所有权）和代理中间商（他们帮助转移所有权），此外，还包括处于渠道起点和终点的生产者和最终消费者或用户。国际著名营销大师菲利普·科特勒认为，市场营销渠道（marketingchannel）和分销渠道（distributionchannel）是两个不同的概念。他曾说过“一条市场营销渠道是指那些配合起来生产、分销和消费某一生产者的某些货物或劳务的一整套所有企业和个人。”也就是说一条市场营销渠道包括某种产品的供产销过程中所有的企业和个人（如货源供应商、生产者、商人中间商、代理中间商、辅助商以及最后的消费者用户），而分销渠道只是营销渠道中的一个子集。1.2分销渠道的功能分销渠道的职能在于它是连结生产者和消费者或用户的桥梁和纽带。企业使用分销渠道是因为在市场经济条件下，生产者和消费者或用户之间存在空间分离、所有权分离、供需数量差异及供需品种差异等方面的矛盾。分销渠道除具有向使用者或消费者输送产品功能外，还具有以下几个方面：（1）调研功能。企业利用自己的分销网络系统，开展各种类型的调研活动，以了解目标市场需求的发展趋势、中间商的经营能力状况、竞争对手营销策略变化等。（2）促销功能。分销渠道的选择和建立都是为了达到促进产品销售的目的。企业应充分利用中间商与最终使用者或消费者直接接触的机会，通过中间商做好说服、示范工作，提供各种服务及便于购买的条件来加快商品在渠道上的转移。（3）沟通功能。企业可利用分销渠道来发现潜在的需求者，利用分销渠道建立与用户或消费者联系的各种网络，畅通产、销、用户之间的感情，更好的树立企业形象。（4）适销功能。通过分销渠道各环节按不同需求及消费特征，对产品进行分类分级、分组包装的调整，使其能最大限度的满足用户的需求。4（5）协调功能。利用分销渠道系统内部成员之间已存在的关系，可以就各种有关产品转移的问题，如价格、付款方式、供货时间等达成协议，从而促使渠道发挥最大的整体效率。（6）实体分配功能。分销渠道的建成使渠道成员可以根据自身的地位和特征，在渠道内承担相应的职能，完成产品在渠道中生产制造、运输储存、销售等工作。（7）筹措资金功能。开展渠道活动需占用、消耗大量的资金，分销渠道本身可以保证这种资金的来源和支用。（8）共担风险职能。渠道全体成员在共享渠道成果的同时，共同承担从事渠道活动可能产生的各种风险。1.3分销渠道的选择1.3.1确定分销渠道的模式企业分销渠道设计首先是要决定采用什么类型的分销渠道，是派推销人员上门推销或以其他方式自销，还是通过中间商分销。如果决定中间商分销，还要进一步决定选用什么类型和规模的中间商。1.3.2确定中间商的数目即决定渠道的宽度。这主要取决于产品本身的特点，市场容量的大小和需求面的宽窄。通常有下面几种可供选择的形式。（1）密集性分销。运用可能多的中间商分销，使渠道尽可能加宽。消费品便利品和工业用品中的标准件，通用小工具等，适于采取这种分销形式，以提供购买商的最大便利。（2）独家分销。在一定地区内只选定一家中间商经销或代理，实行独家经营。独家分销是最极端的形式，是最窄的分销渠道，通常只对某些技术性强的耐用消费品或品牌货适用。独家分销对生产者的好处是：有利于控制中间商，提高他们的经营水平，也有利于加强产品形象，增加利润。但这种形式有一定风险，如果这一家中间商经营不善或发生意外情况，生产者就要蒙受损失。（3）选择性分销。这是介乎上述两种形式之间的分销形式，即有利条件地精选几家中间商进行经营。这种形式对所有各类产品都适用，它比独家分销面宽，有利于扩大销路，开拓市场，展开竞争；比密集性分销又节省费用，较易于控制，5不必分散太多的精力。有条件地选择中间商。还有助于加强彼此之间的了解和联系，使被选中得中间商愿意努力提高推销水平。因此，这种分销形式效果较好。（4）复合式分销。生产者通过多条渠道将相同的产品销售给不同的市场和相同的市场。这种分销策略有利于调动各方面的积极性。1.3.3规定渠道成员彼此的权利和责任在确定了渠道的长度和宽度之后，企业还要规定出与中间商彼此之间的权利和责任，如对不同地区、不同类型的中间商和不同的购买量给予不同的价格折扣，提供质量保证和跌价保证，以促使中间商积极进货。还要规