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),utilizedtomoveaproductanditstitl

2、efromproductiontoconsumption.Becauseofthisinterdependencytherearisesaneedforsomeformofco-operationbetweenchannelmembersandco-ordinationofactivities.Thisco-operationandco-ordinationisnecessaryinordertoensurepredictabilityanddependabilitybetweenmemberswh

3、ichwillallowindividualorganizationstoplaneffectively.Also,conflictarisesinchannels,becausememberssometimeshaveincompatiblegoals,differingideasastothefunctionseachshouldperform,anddifferingperceptionsofreality.Thisconflictneedstobecontrolledsothatitdoes

4、notdisruptchannelfunctioning.Poweror,rather,theuseofpowerbyindividualchannelmemberstoaffectthedecisionmakingand/orbehaviorofoneanother(whetherdeliberateornot),isthemechanismbywhichthechannelisorganizedandorderlybehaviorpreserved.Thisisnotmeanttoimplyth

5、atorganizationsnecessarilysetoutdeliberatelytoorganizethechannel,butthatthisorganizationofthechannelarisesoutofindividualorganizationsadjustingtheirbehaviortooneanotherinrelationtothepowertheyeachhaveanduse.However,insomechannels,firm(s)mayassumealeade

6、rshiproleandmakedeliberateattemptstoorganizethechannel,makinguseoftheirpower.Poweristhemeansbywhichco-operationbetweenindividualchannelmembers’activitiesareco-ordinateandthemeansbywhichanyconflictbetweenfirmsiscontrolled.Bierstadt[7],inageneralcontext,

7、hasaptlysummarizedtheroleofpowerinanysystem:“Powersupportsthefundamentalorderofsocietyandthesocialorganizationswithinit,wheneverthereisorder.Powerstandsbehindeveryassociationandsustainsitsstructure.Withoutpowerthereisnoorder”.Thestudyofpowermustbe,ther

8、efore,animportantpartofthestudyofdistributionchannelbehaviorandwillhaveimportantimplicationsforthestudyofphysicaldistributionmanagement.Moreover,thestudyofpowerisofincreasingimportancetodayastheneedforeffectiveco-operationandco-ordinati