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中国经销商(群体)在十多年的渠道变革中经历了从“官商——坐商——行商(服务商)——分销物流商”的角色演变。时代呼唤厂商之间建立一种“相互依存、荣辱与共、风雨同舟、共同发展”的新型厂商关系,即“战略合作伙伴关系”,这是社会分工和专业化的必然。本文提出,厂商之间既是利益共同体,又是矛盾对立体,联盟合作是解决厂商渠道冲突的最高形式,客户关系管理是构建新时期厂商关系的有效方法。
Chinese distributors (groups) have undergone the evolution from the role of “merchant-merchant-merchant (service provider) -trading logistic provider” in more than a decade of channel changes. The era calls for the establishment of a new type of “manufacturer-business partnership” called “strategic partnership of cooperation” between manufacturers based on the principle of “interdependence, shame and shame, common development and sharing the same wind and rain”, which is the inevitable result of social division of labor and specialization. This paper argues that manufacturers are not only a community of interests but also a paradox. The alliance cooperation is the highest form of resolving the channel conflict among manufacturers. Customer relationship management is an effective way to build firm relations in the new era.