渠道冲突原因

我国医药企业营销渠道成员冲突原因及其对策研究

Causes and Solutions for Channel Conflicts in Pharmaceutical Distribution in China

其中将渠道冲突的原因作为重点，为后文的研究做必要的理论准备。

And the summary focus on these reasons , get theoretical preparations for the following research .

结果与结论：造成我国医药企业营销渠道成员冲突的原因归集为沟通与观念、渠道设计、渠道利益等3类；

RESULTS CONCLUSIONS : The causes for channel conflicts in pharmaceutical distribution in China fall into three categories : communication concept , channel design and channel interest .

方法：采用文献研究、实地调查、数据分析等方法，考察造成我国医药企业营销渠道成员冲突的具体原因，并提出解决措施。

METHODS : The causes for channel conflicts in pharmaceutical distribution in China were analyzed by ways of literature study , field survey and data analysis , and solutions were proposed .

首先详细回顾了营销渠道冲突相关理论研究，然后结合具体案例，对营销渠道冲突产生的原因及冲突表现形式进行总结，初步分析表明，信息不对称是导致营销渠道冲突的重要原因。

This paper reviews the theory of marketing channel conflict in detail , then combines with specific cases , analyzes the causes of conflict and forms of conflict in marketing channel , preliminary analysis shows that the important reason which leads to marketing channel conflict is asymmetric information .

在渠道冲突的研究方面，学者们更多地从定性的角度集中分析渠道冲突产生的后果和渠道冲突的原因，采用博弈论思想和实证分析的方法对渠道冲突的成因进行定量分析比较少见。

In the channel conflict research , most of the scholars focused on the causes and consequences of channel conflict from the qualitative point of view , while rarely using Game Theory and empirical analysis to do quantitative analysis .

渠道成员之间的目标差别、决策权与资源竞争、职能缺位、认识差距、沟通不畅等是渠道冲突产生的直接原因。

The direct causes of conflict are the differences in their objective and understanding , competition for decision-making authority , functional vacancy , poor communication and the others .