供应链视角下的黑龙江乳业集团营销渠道冲突预警机制研究

摘要

基于供应链原理，以揭示供应链管理与营销渠道管理的关系为前提，在分析黑龙江乳业集团营销渠道冲突管理问题及症因的基础上，探索性地建立了服务于营销渠道冲突管理的供应链模型和基于供应链视角的营销渠道冲突管理预警机制，系统地说明了两个模型构建与运行的基本规律，提炼出营销渠道冲突预警机制既可以克服传统营销渠道冲突管理内在缺陷，又能够适应于新竞争模式带来外在压力的特有优势。%Based on the principle of the supply chain, under the premise of reveal the relationship between supply chain management and marketing channel management, on the basis of the analysis of Heilongjiang Dairy Group marketing channel conflict management disease, the thesis exploringly constructed a supply chain model services marketing channel conflict management and a warning mechanism of marketing channel conflict management based on the perspective of supply chain. Systematically explained the fundamentals of models construction and run. The model not only overcame the inherent defects of the traditional marketing channel conflict management but also adapted to the external pressure in the new competitive mode.