在工业生产中,控制电器作为工业大生产必需的基础物资,受益于“中国制造”的
繁荣,迎来发展的黄金机遇,也面临激烈的市场竞争。在此背景下,研究其垂直营销渠
道,并把它作为工业产品营销现状的一个缩影就显得尤其具有研究的价值和意义。
本论文以控制电器领域的领先企业S公司为例。研究表明,S公司垂直渠道存在较
严重的冲突或摩擦现象。在垂直渠道冲突中往往厂家扮演着主导或强势地位,厂家不合
理的使用强制权力管理经销商、厂家与经销商双方在依赖认识上存在明显的“误判”、
厂家与经销商之间在目标或目的上“同床异梦”、厂家与经销商双方在沟通上唱“独角
戏”等都会影响到双方的合作,致使双方产生裂痕或冲突。在研究中还发现,如果厂家
采用私人关系来处理摩擦却可以降低冲突的风险,这刚好与中国的传统文化特点吻合:
重面子、讲人情味、讲关系。
本论文的研究釆集176份有效问卷,运用SPSS18.0建立线性回归模型,用回归分
析方法分析调查问卷数据,经过统计分析得出了显著影响S公司控制电器营销垂直渠道
冲突的关键因素。不仅仅为S公司改善冲突现状提供了依据,也为控制电器领域如何避
免垂直渠道冲突提供一定的帮助和借鉴。
关键词:控制电器营销;垂直渠道冲突;S公司营销
ABSTRACT
In industry area, control electronics as one of the fundamental components are now being
confronted with both opportunities and competitions. And in this circumstance, a research of
the marketing for control electronics which could also be seen as the epitome of industrial
product will be very necessary.
The report is focusing on study the S company, a leader corporation in control electronics area,
by collecting and analyzing the data. And the result shows conflicts and frictions which
caused by miss understandings of the objectives, power, and communications etc. between
dealers and manufacturers within its vertical distribution channel. However during the
research, the author found that the use of private relations by manufacturers could help to
lower the risks of those conflicts which it also meets the traditional culture of caring the
reputations, humanity, and relations.
There are 176 effective questionnaires collected from the online investigation. And the
analyzing of the data were using linear regression model established by SPSS18.0. The
statistical result shows the key factors which obviously affected those conflicts within the
vertical distribution channels of control electronics in the S company. The report is not only
helps to improve the distribution management of S company, but offered a reference for
avoiding conflicts between dealers and manufacturers in industry area as well.
Keywords: Control electronics marketing; conflicts within the vertical distribution;
marketing of channels of the S Company
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