渠道合作与冲突 125 The channel will be most effective when each member is assigned tasks it can do best all members cooperate to attain overall channel goals and satisfy the target market. When this doesn't happen, conflict occurs: Horizontal Conflict occurs among firms at the same level of the channel Vertical Conflict occurs between different levels of the same channel For the channel to perform well, conflict must be managed 商务策划学院2002商务策划学院 2002 渠道合作与冲突 12-5 • The channel will be most effective when: –each member is assigned tasks it can do best. –all members cooperate to attain overall channel goals and satisfy the target market. • When this doesn’t happen, conflict occurs: –Horizontal Conflict occurs among firms at the same level of the channel. –Vertical Conflict occurs between different levels of the same channel. • For the channel to perform well, conflict must be managed