制造商视角的营销渠道竞争战略研究

华侨大学博士学位论文制造商视角的营销渠道竞争战略研究姓名：吴烈水申请学位级别：博士专业：@指导教师：林峰20090401I4PsP37891II234123III4ABSTRACTSincethe21stcentury,environmentofmarketcompetitionhaschanged,andsomanymanufacturershaspaidmoreattentiontochannel.itisoneofproblemstowhichtheypaymostattentionhowtomakerightstrategyofchannelcompetitionWhencapabilityofchannelcompetitionhasbeenimproved.Inresearchaboutchannel,scholarsonlypayattentiontoinnerofchannel,butfewmakeresearchofchannelasatoolofcompetitionfromawhole.Inthispaper,authorpioneersanewworldofresearchandbuildsawholesystemofresearchaboutstrategyofchannelcompetition.Thispapermakesupoftwoparts:onepart,thatisfromchapter3tochapter7,makestheresearchaboutthetheoryofstrategyofcompetinginmarketingchannel,inordertoconstructasystemabouttheresearchofthetheory;theother,thatincludechapter8and9,belongstoapplicationanddemonstrationresearch,whichistoprovethevalidityofthetheoryinguidingandanalyzingpracticeofchannelcompetition.Indetails,thepapermakestheresearchaboutthefollowing:1Analyzingchannelenvironment.analyzingandevaluatingthechannelenvironmentisbasisandpremiseofmakingstrategyofchannelcompetition.Authordefinesthechannelenvironmentinbothbroadsenseandnarrowsense,analyzesitsIII4ABSTRACTSincethe21stcentury,environmentofmarketcompetitionhaschanged,andsomanymanufacturershaspaidmoreattentiontochannel.itisoneofproblemstowhichtheypaymostattentionhowtomakerightstrategyofchannelcompetitionWhencapabilityofchannelcompetitionhasbeenimproved.Inresearchaboutchannel,scholarsonlypayattentiontoinnerofchannel,butfewmakeresearchofchannelasatoolofcompetitionfromawhole.Inthispaper,authorpioneersanewworldofresearchandbuildsawholesystemofresearchaboutstrategyofchannelcompetition.Thispapermakesupoftwoparts:onepart,thatisfromchapter3tochapter7,makestheresearchaboutthetheoryofstrategyofcompetinginmarketingchannel,inordertoconstructasystemabouttheresearchofthetheory;theother,thatincludechapter8and9,belongstoapplicationanddemonstrationresearch,whichistoprovethevalidityofthetheoryinguidingandanalyzingpracticeofchannelcompetition.Indetails,thepapermakestheresearchaboutthefollowing:1Analyzingchannelenvironment.analyzingandevaluatingthechannelenvironmentisbasisandpremiseofmakingstrategyofchannelcompetition.Authordefinesthechannelenvironmentinbothbroadsenseandnarrowsense,analyzesitsIVstructure,andthen,bythedimensionofuncertainty,analyzesinfluencesofeachpartoftheenvironmentofchannelcompetenceandstrategyofchannelcompetition.2Improvingthechannelcompetencebystrategicapproach.Channelcompetenceisbaseandpremiseofpracticingattackingandsafeguardinginchannel.Inthepaper,authordivideschannelcompetenceinto“solidpower”and“softpower”,makesdefinitionsofthem,andthenmakesresearchofhowtoimprovethecompetence.Inimprovingchannelsolidpower,authormakesresearchfromtwowaysofloweringchannelcostsandenhancingextentofchanneldifferentiation;inimprovingchannelsoftpower,authorthinksthatmanufacturershouldavoidanddisposechannelconflicts,strengthenchannelcontrolandchannelintegration.3Strategyofchannelattackingandsafeguarding.Althoughchannelcompetenceisverystrong,inordertotakinggoodpositioninchannelcompetition,manufacturermustmakerightstrategyinattackingorsafeguarding.Instrategyofchannelattacking,authoranalyzestheoccasionsandportalsofchannelattacking,andthenmakesresearchaboutitshead-onstrategiesandtortuousstrategies.Instrategyofchannelsafeguarding,authoranalyzesthewaysofmanufacturerchoosingandmakingcertainobjectsandemphasesofchannelsafeguarding,andmakesresearchaboutsettingupbulwarksofchannelentrance,enhancingdistributors’transformingcostsandretaliatinguponcompetitors.4Applicationanddemonstrationresearch.Inapplicationresearch,inbaseofmaincharactersofChinesemanufacturerandchannelenvironment,authoranalyzesofChinesemanufacturerhowtorightlyputthetheoryofchannelcompetitionstrategyintoChinesepracticeofchannelcompetition;indemonstrationresearch,authoranalyzeschannelcompetitionpracticeofChinesemobiletelephoneindustrybythetheory.Exceptabovecontents,inthebeginningofthepaper,authoranalyzespracticalandtheoreticalsensesoftheresearch,andsummarizesandreviewsthestateofinneroverseasresearchaboutthetheory.Intheend,authorsumupthepaper,andpointuplimitationsofthepaperanddirectionoffutureresearch.Asaresultofthepaper,fourcreativeconclusionshasbeenproduced:(1)Uncertaintyofchannelenvironmentisoneofthemostoverallindexesbywhichmanufactureranalyzechannelenvironmentanditgreatlyinfluencesimprovementofcapabiltiyofchannelcompetitionandmakingofstrategyofchannelcompetition.(2)CapabilityofchannelcompetitionismadeupchannelsolidpowerandchannelsoftVpower.Manufacturercanimprovechannelsolidpowerbyloweringchannelcostandincreasingdegreeofchanneldifferentiation,andimprovechannelsoftpowerbyavoidinganddisposingchannelconflicts,strengtheningchannelcontrolandchannelintegration.3Manufacturermayattackscompetitorbymakingandimplementinghead-onstrategyandtortuousstrategy.Supplyingprice,channelexpense,distributionpolicyandclientrelationshipareeffectivetoolsofmanufacturerimplementingchannelattacking.Andtotortuousstrategy,itisthemostimportantwhet