所在案例库：中国管理案例共享中心
案例链接：http://www.cmcc-dlut.cn/Cases/Detail/3877
案例名称：从一到多：鸿合科技的渠道冲突管理之路
译 名：HiteVision’s Road of Channel Conflict Management
案例作者：李晨溪，陈婧，邢诚，韩小汀，周宁
作者单位：北京航空航天大学
中文摘要：为了满足企业快速发展的需要，企业往往需要不断开拓新市场。作为国内领先的教育平板研发和制造商，鸿合科技公司在面临企业发展的瓶颈之时将目光投向了与教育平板类似的商用平板市场。本案例通过描述鸿合科技公司在新市场开拓中面临的不同渠道冲突和解决策略，重点探讨了渠道冲突管理的相关概念和具体实施方法，并进一步探讨了多品牌策略在渠道冲突管理过程中的作用。该案例对于探讨企业在新市场开拓中的渠道冲突管理、品牌战略选择等方面都有借鉴意义。
英文摘要：In order to meet the needs of rapid development, enterprises often need to constantly develop new markets. As the leading educational tablet R&D company and manufacturer in China, HiteVision faced the bottleneck of the development, so it turned attention to the commercial tablet market. HiteVision chose the commercial tablet market because of the similarities of the commercial tablet and educational tablet. In the different processes of market development, the company encountered different channel conflicts. To solve the problem, HiteVision Company tried the single-brand and multi-brand strategy. This case describes the role of multi-brand strategy in market developing and channel conflict solving by describing the process of dual brand strategy implementing of HiteVision. This case has reference significance for exploring channel conflicts, multi-brand strategy, and new market development.
中文关键词：交互显示行业，渠道冲突，多品牌策略；2019百优案例；微案例
英文关键词：interactive display industry; channel conflict; multi-brand strategy
案例入库时间：2019-09
