宝洁公司是一家美国消费日用品生产商，也是目前全球最大的日用品公司之一。本文通过牛鞭效应的相关理论，将综合收益总额作为参考数列，通过对宝洁公司在不同地区、不同品牌和与不同分销商合作所构建的多种供应链，对其方差与变异系数进行整理分析比较，得到两者的数据分析结果有明显差异，而宝洁公司所处的宏观环境以及其在渠道冲突管理方面的成功经验与管理模式，对中国日化产业的发展提供学习经验；此外，在渠道冲突的整体分析中，宝洁与沃尔玛的渠道供应链最为稳定，本质上已超越单一商业合作的范畴，代表未来渠道合作的基本趋势和方向。“宝洁-沃尔玛模式”对于解答目前国内制造商和连锁巨头之间出现的问题和矛盾，以及渠道创新合作策略都具有十分重要的指导意义。

关键词：渠道冲突、宝洁公司、管理理念、协同管理、牛鞭效应

P&G is an American consumer commodity manufacturer and one of the largest commodity companies in the world. Based on the theory of Bullwhip Effect, this paper takes the total comprehensive income as the reference series to arrange, analyze and compare the variance and coefficient of variation of various supply chains built by P&G in different regions, different brands and different distributors. Results of the data analysis demonstrate the significance in difference. This paper also conducts a deep understanding of the macro environment of P&G and studies its successful experience and management mode in channel conflict management to provide learning experience for the development of China’s Daily Chemical Industry. The remarkable progress of P&G in recent years is proved to depend on the collaborative management of the supply chain and collaborative business model of P&G and Wal Mart is a very successful channel cooperation case. In essence, it has gone beyond the scope of single business cooperation and represents the basic trend and direction of channel cooperation in the future. “P&G-Wal Mart model” is therefore of great guiding significance to solve various problems and contradictions between domestic manufacturers and chain giants as well as channel innovation and cooperation strategies.

Keywords: Channel Conflict, P&G, Management Philosophy, Collaborative Management，Bullwhip Effect