分销渠道管理：效率因素[外文翻译]

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1、Distributionchannelmanagement:powerconsiderations原文：TheroleofpowerindistributionchannelsChannelsofdistributioncanbeviewedassocialsystemscomprisingasetofinterdependentorganizations,whichperformalltheactivities(functions),utilizedtomoveaproductanditstitlefromproductiontoconsum

2、ption.Becauseofthisinterdependencytherearisesaneedforsomeformofco-operationbetweenchannelmembersandco-ordinationofactivities.Thisco-operationandco-ordinationisnecessaryinordertoensurepredictabilityanddependabilitybetweenmemberswhichwillallowindividualorganizationstoplaneffec

3、tively.Also,conflictarisesinchannels,becausememberssometimeshaveincompatiblegoals,differingideasastothefunctionseachshouldperform,anddifferingperceptionsofreality.Thisconflictneedstobecontrolledsothatitdoesnotdisruptchannelfunctioning.Poweror,rather,theuseofpowerbyindividual

4、channelmemberstoaffectthedecisionmakingand/orbehaviorofoneanother(whetherdeliberateornot),isthemechanismbywhichthechannelisorganizedandorderlybehaviorpreserved.Thisisnotmeanttoimplythatorganizationsnecessarilysetoutdeliberatelytoorganizethechannel,butthatthisorganizationofth

5、echannelarisesoutofindividualorganizationsadjustingtheirbehaviortooneanotherinrelationtothepowertheyeachhaveanduse.However,insomechannels,firm(s)mayassumealeadershiproleandmakedeliberateattemptstoorganizethechannel,makinguseoftheirpower.Poweristhemeansbywhichco-operationbetw

6、eenindividualchannelmembers’activitiesareco-ordinateandthemeansbywhichanyconflictbetweenfirmsiscontrolled.Bierstadt[7],inageneralcontext,hasaptlysummarizedtheroleofpowerinanysystem:“Powersupportsthefundamentalorderofsocietyandthesocialorganizationswithinit,wheneverthereisord

7、er.Powerstandsbehindeveryassociationandsustainsitsstructure.Withoutpowerthereisnoorder”.Thestudyofpowermustbe,therefore,animportantpartofthestudyofdistributionchannelbehaviorandwillhaveimportantimplicationsforthestudyofphysicaldistributionmanagement.Moreover,thestudyofpoweri

8、sofincreasingimportancetodayastheneedforeffectiveco-operationandco-ordinati