现今企业市场营销的竞争，不仅体现在品牌影响力同时也越来越多的融入了渠道影 响力，“得渠道者得市潮已经成为很多企业的经营共识。在这样的背景下，渠道客户 之间的冲突在所难免，并随着市场竞争的加剧冲突愈演愈烈。特别是在母婴行业，注重 品牌教育和消费体验的特征下，如何解决各渠道之间冲突问题，提升渠道管理效率是众 多母婴行业企业急待解决的重要问题。 H 公司作为国内母婴行业跨品类经营、覆盖渠道最广的企业，在面对复杂和多变的 市场环境下，渠道之间冲突的事件屡禁不止，且有越演越烈之势。渠道冲突对企业日常 经营秩序及销售提升带来了严重的影响，因此如何管理好渠道冲突急切的摆在了管理层 的面前。 在上述背景下，本文旨在结合现代营销冲突理论对 H 公司南区营销渠道冲突问题进 行归纳分析，探讨和总结相关管理具体措施，希望能够为同行业的其他企业在渠道冲突 管理上提供一定的启示和借鉴作用。 本文共分为五个章节，第一章节主要对国内外学者对渠道冲突管理理论作了系统的 概括，介绍了相关研究背景和技术路线方案。第二章节全面介绍公司的发展历程、产品 结构、渠道类型、组织架构等情况。第三章节总结归纳了渠道冲突问题现状。第四章节 分析公司渠道冲突的成因。第五章提出针对渠道冲突诊断的具体措施，包含了组织架构 策略、产品组合策略、价格管控策略、促销策略及协调反馈机制等。 关键词：渠道冲突；冲突管理；母婴行业；市场营销II Abstract Nowadays, the competition of enterprise marketing is not only reflected in the brand influence, but also more and more integrated into the channel influence. "those who get the channel win the market" has become the business consensus of many enterprises. In this context, channel conflicts are inevitable，With the intensification of market competition, the conflict is becoming more and more intense. Especially in the face of the mother and child industry, with more emphasis on brand education and experience, how to solve the conflict between various channels and improve the efficiency of channel management is an important problem that many enterprises urgently need to solve. H Company, as one of the enterprises with the largest number of products and the widest marketing channels in the domestic maternal and infant industry, In the face of complex and ever-changing market environment, channel conflicts have been banned repeatedly, and they tend to become more and more serious. The channel conflict has a serious impact on the daily business order and sales improvement of enterprises, Therefore, if the channel conflict is managed well, it is urgent to put in front of the management. Under the above background, this paper aims to summarize and analyze the marketing channel conflict in the southern district of H Company based on the modern marketing conflict theory, and discuss the relevant management specific measures. I hope it can provide some inspiration and reference for other enterprises in the same industry in channel conflict management. The first chapter makes a systematic summary of the channel conflict management theory of domestic and foreign scholars, and introduces the relevant research background and technical route plan. The second chapter gives a comprehensive introduction of the company's development process, product structure, channel types, organizational structure and so on. The third chapter summarizes the current situation of channel conflict. The fourth chapter analyzes the causes of the channel conflict of the company. The fifth chapter puts forward the specific measures for channel conflict management, including organizational structure strategy, product portfolio strategy, price control strategy, promotion strategy and coordination feedback mechanism. Keywords: Channel conflict, conflict management, mother-to-child industry, marketingIII 目 录 摘要.....................................................................................................................................I Abstract................................................................................................................................. II 图表清单 ............................................................................................................................ VI 第一章 绪论..........................................................................................................................1 1.1 研究的背景和意义......................................................................................................1 1.1.1 研究的背景 ..........................................................................................................1 1.1.2 研究的意义 ..........................................................................................................2 1.2 理论基础与文献综述..................................................................................................2 1.2.1 渠道冲突概念及类型...........................................................................................2 1.2.2 渠道冲突成因理论...............................................................................................6 1.2.3 营销渠道冲突管理理论 .......................................................................................7 1.3 研究方法及技术路线..................................................................................................9 1.3.1 案例分析法 ..........................................................................................................9 1.3.2 文献研究法 ........................................................................................................10 1.3.3 访谈法................................................................................................................10 1.3.4 研究技术路线 ....................................................................................................10 第二章 H 公司及营销渠道发展介绍 .................................................................................11 2.1 H 公司发展历程 ........................................................................................................11 2.1.1 公司简介 ............................................................................................................11 2.1.2 产品经营结构 ....................................................................................................12 2.1.3 组织架构 ............................................................................................................13 2.2 H 公司南区婴幼儿产品营销渠道发展及管理 ..........................................................14 2.2.1 营销渠道发展历程.............................................................................................14 2.2.2 营销渠道管理策略.............................................................................................16 2.2.3 营销渠道类型划分.............................................................................................16 2.2.4 营销渠道现状介绍.............................................................................................18 2.3 本章小结...................................................................................................................19 第三章 H 公司南区婴幼儿产品渠道冲突问题研究 ..........................................................20IV 3.1 渠道价格策略问题....................................................................................................21 3.1.1 中间商渠道价格冲突—利益冲突.......................................................................21 3.1.2 消费者感知价格冲突—价值冲突......................................................................22 3.2 渠道客户窜货冲突问题............................................................................................23 3.2.1 渠道内窜货冲突—垂直冲突 .............................................................................23 3.2.2 跨渠道窜货冲突—多渠道冲突..........................................................................23 3.2.3 跨区域窜货冲突—水平冲突 .............................................................................24 3.3 渠道促销政策冲突....................................................................................................25 3.3.1 同一渠道大小客户之间冲突-利益冲突.............................................................25 3.3.2 不同渠道客户之间冲突-信息冲突 ....................................................................25 3.4 渠道产品品类发展不协调........................................................................................26 3.5 本章小结...................................................................................................................27 第四章 H 公司南区婴幼儿产品渠道冲突成因分析 ..........................................................28 4.1 营销渠道外部环境问题分析 ....................................................................................28 4.1.1 市场竞争格局多变..............................................................................................28 4.1.2 购买者消费习惯和议价能力加强......................................................................30 4.2 营销渠道内部管理问题分析 ....................................................................................31 4.2.1 渠道战略目标不清晰..........................................................................................31 4.2.2 渠道价格策略制定不统一 .................................................................................31 4.2.3 渠道促销策略差异化严重 .................................................................................32 4.2.4 渠道产品规划性欠缺.........................................................................................33 4.2.5 渠道组织架构缺少沟通反馈机制......................................................................34 4.3 本章小结...................................................................................................................34 第五章 H 公司南区婴幼儿产品渠道冲突解决措施建议...................................................35 5.1 .........................................................................35 5.1.1 H 公司南区渠道冲突管理目标...........................................................................35 5.1.2 H 公司南区渠道冲突管理策略...........................................................................36 5.2 提升渠道效率—统一渠道价格策略.........................................................................37 5.2.1 统一品牌线在各渠道的供货价格......................................................................37 5.2.2 统一终端消费者感知价格 .................................................................................38V 5.3 降低渠道成本—统一渠道促销策略.........................................................................39 5.3.1 统一渠道促销关键举措 .....................................................................................39 5.3.2 南区渠道促销内容建议 .....................................................................................39 5.4 提升市场份额—多品牌渠道产品策略.....................................................................40 5.5 提升渠道客户服务能力—矩阵式组织策略 .............................................................41 5.5.1 .................................................................................41 5.5.2 建立协调反馈机制.............................................................................................43 5.6 本章小结...................................................................................................................45 结论.....................................................................................................................................46