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1、外文翻译原文Title:ChannelConflictMaterial:ChannelConflictAuthor:BrentDriver&ZachEvansChannelconflictisnotanewconcept.Ithasbeenfrustratingmanagersinthebusinessworldformanyyears.Ithasalwaysaccompaniedthedevelopmentofnewmarketingchannels,suchastheintroductionoffactoryoutletanddiscountstores
2、inthe1980s(Matta,Mehta2001).Onlyrecently,withtheemergenceoftheInternetasanewanddynamicdistributionchannel,hasthistopicbeenmoreofafocalpointinboardroomdiscussions.Arecentsurveyof50manufacturersrevealedthat66percentbelievedthatchannelconflictwasthebiggestissuetheyfacedintheironlinesa
3、lesstrategy(Hogan,Webb2002).Channelconflictsinthee-commerceageareintensifiedbytheuniquechannelcharacteristicsoftheInternet(Matta,Mehta2001).OriginsofChannelConflictChannelconflictemergesasthemarketevolvesandbusinessstrategieschange.“Theprimarymotivationsforsupplierfirmsestablishing
4、multi-channelarrangementsarethedesiretoincreasemarketshareandtoreducecosts.Firmsareattemptingtoreconstructthesupplychainandmakeitmoreefficient,aprocessthatwilldisrupttraditionalchannels,resultinginconflictbothinternallyamongthesupplier’schannelmanagersandexternallywithdistributionp
5、artners.”Moreoftenthannot,objectivesamongchannelscannotbeachievedconcurrently.Ifonechannelissucceeding,itislikelyattheexpenseofanother(Hogan,Webb2002).Thisisthenorminmulti-channelbusinessstrategies.Adiversechannelstrategyisnecessary,however,forsurvivalinthemarketplace.“Manufacturer
6、shavehistoricallybeententativeintheirapproachestoelectroniccommerce,primarilyoutoffearofdirectcompetitionwithandpotentialdamagetoexistingsaleschannels,”(Matta,Mehta2001).Theonlythingthatmanufacturersfearmorethanalienatingresellersishavingnoe-commerceplanatall.Asaresult,businessesar
7、eforgingaheadwithe-commercestrategiesregardlessoftheconsequences(Bacheldor,Gilbert2000).Itisprettyeasytounderstandwhy.Accordingtoreportsfrome-commercepioneers,usingtheInternetinabusiness-to-businessapplicationtoprovideinformationto5customersandprocessorderscancutdownerrorsandsaveti
8、meandmoney,aswellasincreas
