论文部分内容阅读
垂直渠道冲突是一种重要的冲突类型。在市场营销中,由制造商、批发商甚至零售商联合成一个不同层次的垂直统一体,实现专业化管理和集中控制,这类渠道引发的冲突就是垂直渠道冲突。在垂直渠道中,制造商与经销商之间争夺市场权利成为垂直渠道冲突的主题。同时,批发商与零售商之间的冲突在垂直系统中也是渠道成员所不可忽视的。批发商存在的原因批发商从无到有,是社会分工和历史进步的结果。在社会化大生产的条件下,分工是提高效率、合理配置资源的重要手
Vertical channel conflict is an important type of conflict. In marketing, manufacturers, wholesalers and even retailers combined into a different level of vertical unity, to achieve professional management and centralized control, the conflict caused by such channels is the vertical channel conflict. In vertical channels, fighting for market power between manufacturers and distributors has been the subject of vertical channel conflicts. At the same time, the conflict between wholesalers and retailers in the vertical system is also a channel members can not be ignored. The reasons for the existence of wholesalers wholesalers from scratch, is the result of social division of labor and historical progress. Under the conditions of socialized mass production, the division of labor is an important hand for raising efficiency and allocating resources rationally