I
摘要
2009 年 1 月工信部颁发 3G 牌照，凭借 W-CDMA 技术产业链和网络速度快
的优势，为了扭转 2G 时代的颓势，中国联通集团公司首次提出了“信息生活的
创新服务领导者”的企业愿景，并同时明确在 3G 时代中国联通用户规模和收入
市场份额要达到三分天下有其一的市场经营目标。2009 年 8 月 28 日，中国联通
和苹果公司联合宣布，已经就在未来三年里在中国独家销售 iPhone 手机一事达
成一致协议。2010 年初，受联通 YJ 县分公司上级组织的委派，我被指派到 YJ
县分公司主持全面工作。

本文通过参考分销渠道冲突管理相关理论的研究成果，大量收集 2010 年
-2012 年联通 YJ 县分公司分销渠道冲突数据及相关案例，客观的总结公司分销
渠道冲突管控现状，并按 Michman 和 Sibley 渠道成员行为整合模型和 Louis
W.Stern 营销渠道整体绩效的多维结构 3E’s 模型评价对公司的分销渠道冲突管控
进行了精准的效果分析。在案例分析的基础上，找出目前联通 YJ 县分公司分销
渠道冲突管控工作的短板和面临的困境，并提出可行性较强的改进方法及对策。

本研究有助于联通YJ县分公司将分销渠道冲突的被动处理提升到主动管控
和预防的工作层面，并采取更为具体实用的方法：强化分销渠道冲突管控预警
机制、完善分销商自身造血机制、整合资源、打造平台，合理控制分销渠道冲
突水平，落实分销渠道冲突管控职责界面，以促进联通 YJ 县分公司的分销渠道
冲突管控水平得到质的提高。

关键词：3G；分销渠道；冲突管控ABSTRACT
On the january of 2009, The ministry of industry and information technology
issued 3G licenses.Depends on the W-CDMA technology industry chain and the
competitive strength of network speed,China Unicom announced new vision----the
leader of innovation service for information life.On the one side ,China Unicom
improved the shortcomings in 2G era,on the other side, China Unicom claimed a
target which the quantity of users and the portion of income reach 33percent of the
whole 3G market.At 28
th
,aug,2009, China Unicom and Apple declared that China
Unicom was being treated the unique trade partner in the next three years.In early
2010, I was assigned by YT branch organization to be charged with the YJ county
branch comprehensive work.
In this paper, through reference to the distribution channel conflict management
and other related theoretical research results, a large collection of Unicom YJ branch
conflict data and related cases, objective summary of company control and prevention
status, according to the Michman and Sibley“The channel member behavior
integrated model”and Louis. W. stern3E’s model about The overall performance of
marketing channel analysis. In this empirical analysis based on, to identify the current
work is short board, and put forward the feasibility of the improved method is very
strong and the counter measures.
This study will help China Unicom YJ branch tochange the passive treatment of
channel conflict to active control and prevention work level, and adopt a more
concrete and practical methods: strengthen the distribution channel conflict control
early warning mechanism, improve the distributors own hematopoietic mechanisms,
integration of resources, build platform, reasonable control level distribution channel
conflict, to carry out the responsibilities distribution channel conflict control interface,
to promote the quality of distribution channels of unicom YJ branch to get improved.
Key Words:3geration; distrbuition channel; conflict management and control