能源技术在渠道内竞争的影响[外文翻译]

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1、毕业论文（设计）外文翻译一、外文原文标题：SourcesofPower:TheirImpactonIntra-channelConflict原文：TheChannelofDistributionConflictbetweenchannelmembersAandBisinevitablewhenAandBarefunctionallyinterdependent.Infranchisechannelsofdistributionthereisahighdegreeoffunctionalinterdependencebetweenthefranchisor(A

2、)andfranchisee(B).Giventhishighdegreeoffunctionalinterdependence,thepotentialforconflictdevelopmentishigh.Also,franchisechannelsofdistributionhavewell-definedpowerstructures,inwhichthebalanceofpowerisweightedheavilyinfavorofthefranchisorThefranchisechannelforthedistributionofauto-m

3、obileswasselectedforstudy.Thischannelischaracterizedbyfrequentandvisibleconflicts.Inadditionthereisadefinitebalanceofpowerinfavorofthemanufacturerwhichisinpartduetothefranchisecontract.However,duringthelast20years,dealershaveattemptedtoequalizethisbalanceofpowerbylobbyingandhaveobt

4、ainedbothnationalandstatelegislation.Duringthetimethisstudywasconducted(November-December1974),theautomobileindustrywasinaneconomicdepressionandthereforetheoveralllevelofconflictinthechannelprobablywasintensified.Theincreasedconflictwasdueinparttothetechnologicalandproductioncharac

5、teristicsoftheindustry,whichrequireshighoutputtoattainlowunitcosts.Manyeconomistssuggestthatproductioneconomiesarenotexhausteduntilafirmattainsanoutputoffrom600,000to1,000,000units[23,chapterVI].Forthedistributionofautomobilestheeconomiesofscaleareevengreater.Pashigianfindsthatperu

6、nitdistributioncostsarestilldecliningassalesreach1.8millionunits.Giventhisincentivetoproduceinlargequantities,manufacturersfinditnecessarytopressuredealerstoacceptmorecarsthantheydesireinslowtimes.Thusaninherentconflictisbuiltintothesystembecausethemanufacturer'smeansofmaintainingp

7、rofitsresultsindecliningprofitsforthedealers.Ofthemanypossiblesourcesofpower,fivehavebeendefinedwhichseemcommonandimportant:reward,legitimate,referent,expert,andcoercive.Thecoercivesourcecanbedifferentiatedfromtheothersbecauseitaloneinvolvespotentialpunishmentandthereforetheindivid

8、ualbegrudginglyyieldspower