混合渠道沖突原因及通道效應(yīng)的表現(xiàn)[外文翻譯]

1、畢業(yè)論文（設(shè)計）外文翻譯一、外文原文Hybridchannelconflict:causeseffectsonchannelperfmance原文：ManagerialimplicationsDynamicsofmultiplechannelsAsFrazier(1999)assertsitisimptanttoexaminethedynamicsofmultiplechannelsthroughouttheindustrylifecy

2、cle.Theresultsofthisstudycanhelpmarketersmanagetheirchannelsystemsmeeffectivelyasthefirmmovesthroughthelifecycle.Ingeneralchannelmanagerswouldbewelladvisedtobeproactiveinmonitingtheinteractionbetweenchannelcoalitions.Ach

3、annelmanagerwhoonlyseeksto“putoutthebigfires”maybeoverlookingthemefrequenteverydayconflictsthathavethepotentialtodegradeperfmance.Thisproactivestancemightinvolvefosteringanenvironmentthatfacilitatesopencommunicationinvol

4、veafmalmechanismfresolvingconflicts.Mostimptantlychannelmanagersmustbecarefulwhendesigningachannelsystemindertoavoidchanneloverlapthatwillfacilitateconflict.Thisisespeciallytrueinthelatterstagesofthelifecycle.Fromamanage

5、r’sviewthereisanimptantbenefittoinvestigatingchannelconflictfromthisnovelperspective.Channelmanagersshouldbeabletoexertmuchmeinfluenceoverhybridchannelconflictthandyadicchannelconflictbecausetheypossessmepowerfmalauthity

6、withintheirownganizationthantheydooveranotherautonomousfirm.Asaresultmanagers’actionsaremuchmelikelytohavetheirintendedimpactwithrespecttocontrollingthelevelofconflict.Specificallymarketingexecutiveschannelmanagersneedto

7、becognizantofpoliciesthatinfluencethefactsthatcontributetothefrequencyofinternalconflictsgoalincompatibilitydomainsimilarity.Communicationsabouttherolesgoalsofthevariouschannelsshouldbeexplicittothepointwheretheyprovidew

8、rythatpushingtoohardtocreateanewretailingsystemwillhurtsalesbyalienatingtheirdealers.SimilarlyAppleComputer’sInterinitiativehascreatedproblemswithitstraditionalretailers(TamMcWilliams2000).Mattelprovidesanexcellentillust

9、rativeexampleofhowmanagerscanintelligentlyproactivelyaddressmanyofthepotentialchallengesassociatedwithhybridchannelconflictastheyembarkuponIntermarketing.Whilesomemayviewthewld’slargesttoymakerasaconsumerproductscompanym

10、uchofMattel’smarketingeffthastraditionallybeentolargeretailersinthebusinesstobusinessarena.Inlate2000MattelquietlybegansellingawiderangeoftoysoveritsWebsite.AlthoughsomeretailerscomplainedabouttheinitiativeMattelassertst

11、hatitisdesignedtoboostitsbrsnottocompetewithretailers.Mattelhasbeenverythoughtfulwithitsonlinestrategythough.Pricesaredeliberatelyset15percenthigherthaninretailstescertainhotitemswillnotbeofferedatallontheWebMattelisdisc

12、ussingwaystopartnerwithretailersontheInter(Brannon2000).SuchastrategyisprudentinthatitallowsMatteltotakeadvantageofnewopptunitieswhilesimultaneouslyreducingtheassociatedrisk.LimitationsfutureresearchSamplesizelimitedCert

13、ainlimitationsshouldbekeptinmindininterpretingthisstudy.Althoughthequalityofthesampleisexceptionalintermsoftherespondents’knowledgeoftheirfirmsthesamplesizeissomewhatlimited.Howeversuchlowstatisticalpowermayactuallybolst

14、ertheimpactofthesignificantresults.Regardlessourhypothesesaregenerallysuppted.Thelimitedsamplesizealsoprecludedtheuseofstructuralequationmodelingtechniques.Avarietyofdirectionsffutureresearchcanbeidentified.Thereisaneedf