随着我国市场经济的不断发展，渠道对于企业变得越来越重要。企业的销售渠道 是由生产厂家和众多的中间商构成的，由于他们的目标和利益不同而产生了各种渠道 冲突。这些渠道冲突给企业的生产经营活动造成了重大的影响。CFL公司是一家世界 五百强企业，管理规范，但是进入中国市场以来面对快速发展的、多变的中国市场， 渠道冲突问题仍然比较严重，对企业的经营活动造成了很大的影响。 面对CFL公司的市场冲突问题，本文采取了半结构式访谈的方法，通过与CFL 公司合作的经销商进行访谈的方式以经销商的角度了解到CFL公司所面临的各种渠 道冲突；同时又通过在市场走访调查的方式获得了一手的市场数据信息，通过分析市 场上CFL公司的产品流向情况、价格体系情况、经销商库存情况并结合CFL公司内 部资料进行分析，准确的得出了CFL公司产生渠道冲突的原因。本文针对这些产生渠 道冲突的原因，结合渠道冲突、渠道冲突管理理论有针对性的给出了解决CFL公司渠 道冲突的思路：构建管理式垂直营销系统。该方案主要在于管理思路的调整，通过构 建管理式营销体系使CFL公司整合分销系统，将一盘散沙、各自为政的传统分销渠道 成员整合为统一正规管理经营模式、统一理念的、统一合力的分销系统，从根本上减 少了渠道冲突的产生。为了保障这一方案的顺利实施，本文提出了包括组织架构调整、 分销结构调整以及与之配套的营销策略和管理方案保障，以确保该方案的顺利实施。 关键词：营销渠道；渠道冲突；垂直营销系统；渠道激励；半结构式访谈； Abstract With the continuous development of China's market economy, channels become more and more important to enterprises. The sales channel of an enterprise is composed of manufacturers and numerous middlemen, and various channel conflicts arise due to their different goals and interests.These channel conflicts have a significant impact on enterprises' production and operation activities.CFL is one of the world's top 500 enterprises with standardized management. However, since its entry into the Chinese market, it has been faced with the rapidly developing and volatile Chinese market, and the problem of channel conflict is still relatively serious, which has a great impact on the business activities of enterprises. In the face of the market conflict of CFL company, this paper adopts the semi-structured interview method, and learns about various channel conflicts faced by CFL company from the perspective of dealers through the interview with distributors cooperating with CFL company.At the same time, the primary market data information is obtained through market visit and investigation. By analyzing the product flow, price system and dealer inventory of CFL company in the market and combining with the internal data of CFL company, the reason for channel conflict of CFL company is accurately obtained.Aiming at the causes of channel conflicts and combining with the management theories of channel conflicts and channel conflicts, this paper gives a targeted approach to solve the channel conflicts of CFL companies: to build a management vertical marketing system.The scheme is mainly for the adjustment of management idea, by building the CFL company marketing management system integration of the distribution system, the traditional fragmented, fragmented distribution channel members integration for formal management management pattern, the concept of unity, unified force distribution system, radically reduced the incidence of channel conflict.In order to guarantee the smooth implementation of this scheme, this paper proposes the organizational structure adjustment, distribution structure adjustment and the corresponding marketing strategy and management scheme guarantee to ensure the smooth implementation of this scheme. Keywords:marketing channel;Channel conflict; Vertical marketing systems;Channel promotion;Semi-structured interview; II III 目录 第一章 绪论........................................................................................................................-1- 1.1研究的背景和意义.................................................................................................-1- 1.2研究方法.................................................................................................................-2- 1.3论文内容和结构.....................................................................................................-3- 1.3.1 论文内容......................................................................................................-3- 1.3.2 论文结构......................................................................................................-3- 第二章 营销渠道冲突管理理论概述................................................................................-5- 2.1 营销渠道冲突理论相关概念................................................................................-5- 2.1.1营销渠道相关概念.......................................................................................-5- 2.1.2营销渠道结构...............................................................................................-6- 2.1.3营销渠道的设计决策...................................................................................-7- 2.1.4营销渠道的管理...........................................................................................-9- 2.2 渠道冲突相关理论概述......................................................................................-10- 2.2.1 营销渠道冲突............................................................................................-10- 2.2.2渠道冲突的类型.........................................................................................-10- 2.2.3渠道冲突的原因.........................................................................................-11- 2.2.4渠道冲突的管理.........................................................................................-12- 第三章 CFL公司营销渠道分析......................................................................................-15- 3.1 润滑油行业发展趋势..........................................................................................-15- 3.1.1全球润滑油行业发展趋势.........................................................................-15- 3.1.2中国润滑油市场发展趋势.........................................................................-17- 3.2 CFL公司简介.......................................................................................................-19- 3.3 CFL公司分销渠道现状.......................................................................................-20- 3.3.1 CFL公司的渠道结构.................................................................................-22- 3.3.2 CFL在中国市场销售部门的组织架构.....................................................-23- 3.3.3 CFL公司市场销售政策.............................................................................-24- 3.4 CFL公司所面临的渠道问题...............................................................................-26- 第四章 CFL公司营销渠道冲突分析..............................................................................-31- 4.1 CFL公司渠道冲突问题研究设计.......................................................................-31- 4.1.1 经销商访谈设计........................................................................................-31- 4.1.2访谈活动的实施.........................................................................................-33- 4.1.3访谈资料的整理.........................................................................................-34- 4.2 CFL公司市场走访调查与分析...........................................................................-38- 4.2.1 产品流向分析............................................................................................-38- 4.2.2 价格体系分析............................................................................................-40- 4.2.3 经销商库存状况分析................................................................................-41- 4.3 CFL公司渠道冲突表现.......................................................................................-42- 4.4 CFL公司渠道冲突产生的原因...........................................................................-43- 4.4.1返利政策不合理.......................