摘要:近年来，随着中国经济的不断发展，化妆品市场竞争日益激烈。国际品牌在中国占据了市场主导地位，国内化妆品也纷纷效仿或以创新渠道的方式希望能获得一定的市场份额。由于传统营销4P策略中各式各样的产品、价格、促销策略已经早已司空见惯，对消费者的吸引力明显下降。这时，4P中渠道策略的优势日益凸显，成为企业争夺市场份额的制胜法宝。
但是，面对越来越激烈的市场竞争,渠道中的问题也随之暴露出来。企业与中间商之间的冲突加剧，分销商之间恶性的价格竞争和窜货问题也越来越严重。企业与消费者的信息沟通也因为渠道的复杂化而变得更加困难。这就严重影响了营销渠道的经济效益和竞争力。因此,研究化妆品的渠道冲突及管理具有一定的现实意义。
本文旨在通过对我国化妆品行业状况、营销现况及现行典型渠道进行分析，梳理影响化妆品渠道选择的因素，找出化妆品渠道中存在的问题，渠道冲突的危害、表现及原因。最终提出解决化妆品渠道冲突的对策建议，为我国化妆品行业的健康发展提供有用意见。
关键词：市场营销 营销渠道 化妆品 渠道冲突 销售管理
ABSTRACT:In recent years, with the development of China's economy, the cosmetics market competition is becoming increasingly fierce. International brands occupy a dominant market position in China, while the domestic cosmetics have to follow or innovative channel way to gain some market share. Because the traditional marketing 4P strategy in product, price, promotion strategy, it is quite common for every kind of have already, appeal to consumers declined significantly. At this time, 4P is most likely to be the channel strategy has become a magic weapon for enterprises to compete for market share.
However, in the face of increasingly fierce market competition, the channel of the problems have been exposed. The conflict between the enterprise and the middleman intensifies, distributors between malignant price competition and out-zone sale problem more serious. Information communication enterprises and consumers because of complicated channel becomes more difficult. This will seriously affect the economic benefits and competitive marketing channel. Therefore, has a certain practical significance of channel conflict and management of cosmetics.
By analyzing the situation of China cosmetic industry, marketing situation and existing typical channel, discover the factors to choose marketing cosmetics channels, to find the existing problems in the cosmetics channels, harm, manifestations and causes of channel conflict. Finally put forward the countermeasures to solve the cosmetics of channel conflict, provide useful advice for the healthy development of China's cosmetics industry.
Keywords: Marketing Marketing channel Cosmetics Channel conflict marketing management
