Research On Manufacturer-Seller Cooperation Pricing In Appliance Industry

By 20 years' development, China appliance marketing is maturated rapidly, and, the structural transformation is occurred in appliance industry characteristics. Via controlling products and price, and in procession of monopolistic advantage to marketing information, the appliance specialty chain enterprises consolidate incessantly its marketing dominant status. At the same time, due to manufacturing brand concentricity is enhanced gradually and puny brand is kicked out of the marketing, it forms two camps, manufacturer and seller. Along with appliance chain industry growing up, the conventional and dominated by manufacturing Manufacturer-Seller cooperation mode is changed thoroughly; it is displaced by the structure which is appliance specialty chain industry dominates and manufacturing is subject to .Owing to appliance specialty chain industry acquires the dominant right in Manufacturer-Seller Game; the conventional mighty manufacturer tries to challenge "the right". It results in large numbers of conflicts, the profit of the both, Manufacturer-Seller, decreasing, its' earning power reduced and being lower profit level. That damages the whole appliance industry.The above essential is Manufacturer-Seller scrambles for the channel dominant right and appliance industry supply chain profit distributive right.The core to resolve the channel conflicts in appliance industry is to find the benefit intersects point of the both, Manufacturer and Seller, namely, both...