渠道作为江苏联通产品销售的主要组成部分,根据销售渠道的性质、实力等又分为
不同的类型,江苏联通根据不同类型渠道给予相应的销售佣金。由于渠道众多,部分渠
道为了追求短期利益,通过窜货和降价销售3G产品等手段促使自身利益的最大化,但
同时对其他渠道的利益产生了较坏的影响,从而导致江苏联通自身利益受损。江苏联通
要想解决该问题,必须从对渠道能够行使的权利入手,才能解决渠道方面的冲突。所以
本文主要从渠道力的角度出发,分析研究总结江苏联通面临的渠道冲突的解决对策。

本文以渠道冲突理论与渠道力理论为基础对江苏联通面临的问题进行详细的分析
并通过相关文献的引用总结提炼,在总结理论模型的基础上分析江苏联通3G渠道冲突
的主要原因,进而从江苏联通对渠道的管理权力角度为着眼点,分析解决3G渠道冲突
的问题。

本文对江苏联通3G渠道冲突产生的现象、主要的背景等方面分析找出主要的原因,
研究问题的实质,找出江苏联通3G渠道冲突切实可行的解决方案。

关键词:营销渠道;冲突;渠道力;窜货;降价
Abstract
Jiangsu Unicom Jiangsu as one of the three major operators, the 3G service technology
advantages, its 3G business, mainly for sales through the channels, especially social channels
have become the main force in Jiangsu Unicom 3G sales.
The main part of the channel as the Jiangsu Unicom product sales,according to the
nature, strength is divided into different types, according to the Jiangsu Unicom channel types
and factors to give the corresponding channels sales commission. Because of the many
channels, to maximize the pursuit of short-term interests and interests of the part of the
channel, leading to the Jiangsu Unicom 3G products and the sale of transregional
phenomenon, on the other channels of interest impact, leading to the Jiangsu Unicorn's
interests. Jiangsu Unicom to solve this problem, we must start from the Jiangsu Unicom to
channel can exercise the right to solve channel conflict, the. So this paper mainly from the
perspective of channel power, channel conflict analysis countermeasure summary of Jiangsu
Unicom facing.
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In this paper, based on the Jiangsu Unicom faces the problem of channel conflict and
channel power theory to the theory of detailed analysis and by references to relevant literature
summary, analysis of the main reasons of Jiangsu Unicom 3G channel conflict on the basis of
theoretical model, and China Unicom on channel management power point of focus from
Jiangsu, analysis and solution of 3G channels conflict.
In this paper, the Jiangsu Unicom 3G channel conflict phenomenon, the main
background analysis to find out the main reason, make clear the essence of the problem, find
the solution of Jiangsu Unicom 3G channel conflict feasible
Key Words: Marketing Channel; Conflict; Channel Power; Out-Zone Behaviors; Price
discounts