水平渠道冲突

水平渠道冲突作为渠道冲突的一种，一直是困扰企业的难题之一。

As a channel conflict , horizontal channel conflict is one of the problems to enterprises .

企业营销渠道中水平渠道冲突及管理研究

The Research of Horizontal Channel Conflict and Management in the Marketing Channel of Enterprises

如果缺乏有效的冲突管理，水平渠道冲突就会直接影响渠道关系，进而影响渠道的运营效率和渠道成员的绩效，甚至有可能使整个渠道陷入瘫痪。

If we cannot be able to manage it effectively , it will have a direct impact on the relationship and operational efficiency of channel and the performance of channel members , even destroy entire channel .

在营销现实中，由于水平渠道成员个人理性和集体理性之间的矛盾，导致水平渠道冲突经常发生。

In marketing reality , it occurs frequently because of the contradiction between individual and collective rationality of channel members .