渠道冲突问题是分销渠道管理的一项核心内容，也是风帆股份有限公司在当今激烈的市
场竞争环境下必须高度重视的一个问题。

本文详细归纳了国内外关于分销渠道冲突的研究理论，重点研究风帆汽车用蓄电池
市场经销商层面的水平渠道冲突问题。风帆分销渠道经过几十年的建设和完善，形成了
目前国内蓄电池欧亿·体育（中国）有限公司最健全、最高效的渠道体系，为风帆的发展做出巨大贡献。但随着
公司的经营战略和市场竞争形势的变化，分销渠道面临着很大的挑战，其中渠道冲突成
为风帆亟待解决的问题。本文深入分析风帆分销渠道冲突表现，总结出风帆分销渠道冲
突的几个主要成因：优质客户资源稀缺、经销商的目标分歧、分销渠道结构不完善、分
销渠道管理不够科学性。并针对性的提出了解决风帆分销渠道冲突问题的策略：风帆做
大做强、厂商共同发展、强化市场业务管理、分销渠道精细化管理、探索厂商联销体的
新型分销渠道模式。

关键词 风帆蓄电池 市场销售 分销渠道 渠道冲突

Abstract
High efficiency distribution channels are necessary condition in keeping stable
competitive advantage in a enterprise, it is the basement of enterprise survival and
development.Channel conflicts are core content of channel management, and also this is a
important issue which FENGFAN CO ., LTD facing.
This article sum up theories both in home and board regarding channel conflicts, and
focus on level channel conflicts of Fengfan storage battery for automotive use market.
Fengfan distribution channel has formed the most sound and efficiency channel system in
battery industry through several decades of construction and improvement, and made a great
contribution to the development of Fengfan Co., ltd. But as the change of business strategy
and market competition condition, distribution channel facing great challenge now. Channel
conflicts is one the of most issues needed to be solved at once. A deeply analyze of Fengfan
distribution conflicts were made in this article, and concluded the main reasons to the
conflicts: scarcity of high quality client resource, different target among distributors,
incomplete distribution channel structure, management in distribution channels needed to be
improved.Targeted strategies were provided to solve the above mentioned issues. Strategies
including: strengthen and bigger FENGFAN CO., LTD, seek common development between
FENGFAN and distributor, strengthen business management, imply delicacy management in
distribution channels, explore manufacturer and distributor combined new distribution
mode.
Keywords Fengfan Storage Battery After-sale marketing Distribution channel
Channel conflicts