The Analysis And Countermeasure Research On Channel Conflict Of Household Appliance Enterprises

With many years development, the domestic homehold appliance enterprises become one of industries which have genuine competitive power in the international market after china enter into WTO.But with the marketing degree increases, buyer of market of the home appliance products has been built. Because the homehold appliance products become more and more small in the difference of properties and the homogeneity of merchandise is serious, the means of market competition has been transferred from purely using price strategy of marking use of steady and high effective marketing channel to make sure its competitive edge is been used more frequency than others. As to a very perfect system of the channel, the conflict of channel interior is terrible threatens. How to effectively managing the conflict in enterprise channels becomes an unavoidable and difficult problem to the enterprises of homehold appliance. While in the western academia, the problem has been studied deeply and quite systematic theory of managing conflict has been built. Therefore, this thesis, based on the systematic generalization of the western management theory of channel conflict, deeply and clearly analyzes the current condition of channel conflict of enterprises of homehold appliance in our country and brings forward effective conceiver of mechanism of managing channel conflicts. Which provide some better ideas and methods for resolving channel conflict of enterprises of homehold appliance. Meanwhile it is applicable and the other industries, which are taking the area management of channel conflict, could get some reference from this.