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渠道和谐
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     What’s more, the author pave the way for channel conflict governance through the analysis of China channel conflict cases.
     本文结合中国市场渠道中机会主义的渠道冲突案例进行剖析,为如何进行机会主义治理、杜绝渠道冲突之源,保持渠道和谐提供了新的视角。
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     Paradoxical Harmony
     矛盾的和谐
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     Harmony Statement
     和谐
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     Dilemma of channel
     渠道的困惑
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     the financing channel is narrow.
     融资渠道狭窄。
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Because of bounded rationality and complex channel environment,the channel member will face kinds of impact resulting from the other,which may leads to channel conflict.However,trust and commitment can avoid and shade off opportunism through fixed relationship exchanging.And the author points out how to construct trust and commitment to accomplish it and keep channel harmony.

由于渠道参与方的有限理性局限和复杂的渠道环境,在渠道交易过程中,会因为渠道参与任一方的机会主义行为而导致各种渠道冲突。分析指出,信任和承诺通过既定的关系交换可以有效地防范与规避渠道机会主义行为,并指出如何构建信任与承诺才能防范渠道中的机会主义行为,保持渠道的和谐与长期发展。

The management of channel conflict is one of the hot top- ics of marketing research. Unfortunately, however, the management of channel conflicts is all result-oriented. Not only the management often neglects the analysis of the antecedent cause of channel conflict, but also lack the overall idea of channel governance. The author points out that the antecedent causes of conflict is opportunism, and this calls for the overall process management of conflict. The opportunism-based idea of conflict governance argues...

The management of channel conflict is one of the hot top- ics of marketing research. Unfortunately, however, the management of channel conflicts is all result-oriented. Not only the management often neglects the analysis of the antecedent cause of channel conflict, but also lack the overall idea of channel governance. The author points out that the antecedent causes of conflict is opportunism, and this calls for the overall process management of conflict. The opportunism-based idea of conflict governance argues that it should have the partner-se- lection during the beginning, decide the value of all channel members and keep the open-minded relationship. Based on this, we can realize the harmony of channel relationship. What’s more, the author pave the way for channel conflict governance through the analysis of China channel conflict cases.

渠道冲突管理是营销研究的热门课题之一。遗憾的是,文献对于渠道冲突管理的分析都是以结果为导向,忽视了对渠道冲突的前因分析,也没有树立渠道冲突管理的全程意识。本文指出,机会主义是渠道冲突的直接前因,必须引入渠道冲突的全程管理。机会主义治理的渠道冲突观认为,渠道关系初期进行渠道成员选择,渠道关系持续期谋求长期导向、互动、协商、开放的渠道关系,可以确保渠道冲突管理树立全程的“生命周期观”。本文结合中国市场渠道中机会主义的渠道冲突案例进行剖析,为如何进行机会主义治理、杜绝渠道冲突之源,保持渠道和谐提供了新的视角。

 
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