供应链过程中的渠道逆向控制冲突  

The Channel's Reverse-Coutrol Conflicts in Supply Chain Process

作　　者：吴冠之[1] 朱晓东[1] 

机构地区：[1]中国人民大学商学院

出　　处：《经济管理》2006年第16期61-65,共5页Business and Management Journal ( BMJ )

基　　金：教育部人文社科项目(01JC630005)。

摘　　要：在渠道领域中,渠道冲突作为渠道内部的重要行为,一直对整个渠道或整个供应链系统产生影响。如何管理渠道冲突,通过渠道成员之间的互相制衡关系来解决冲突问题,已成为企业获取竞争优势的一个关键因素。本文将逆向控制冲突作为一种新的渠道冲突特殊形式进行了探讨,并结合供应链管理,对供应链过程中的逆向冲突进行了成因分析,同时提出了相应的解决对策。Being an important behavior of inner marketing channels, Channel conflicts have impacted on the whole marketing channels and supply chain systems. How to manage and solve the problems of channel conflicts by adjusting the channel member＇ s relationship has become a key factor for the company to earn their competitive advantages. Therefore, based on the theory on supply chain management, this paper probes into a new special channel conflict form-reverse-control conflicts, especially analyses the causes and effects of the reverseconflicts in supply chain process, and proposes the basic solutions.

关 键 词：渠道冲突 供应链管理 逆向控制 渠道权力 

分 类 号：F713.5[经济管理—市场营销]