The Study On The Marketing Channels' Conformity Of Chinese Electrical Household Appliances Based On The Theory Of Transaction Cost

After 20 years' market competition and swift and violent development, the markets become more mature, the products become homogeneous, the consumers ' purchase behavior become more rational day by day in the household appliance industry of China. The competition among electrical appliance' enterprises on the brands and marketing channels has changed to the products. The marketing channels of electrical appliances have become the key aspect which defeated the enemy by a surprise attack. In order to win in the market competition, the household appliance enterprises must carry on the integration of the traditional channel system.After analyzing the development course and the present situation of the constitution system (including basic member, organization pattern), this paper points out the questions in existence of marketing channels of household appliance enterprises in China. Using the theory of Activity-Based Costing, The paper analyzes the constitution system and their affect factors(including general factors and the realistic factors)of the transaction cost marketing channels of household appliance enterprises, and explains how the marketing channels integration to save the transaction cost in marketing channels. Finally, the paper puts forward some advances on how to integrate the inner marketing channel system of household appliance enterprises in China (including integration of the structure of channel system, the relations of channel members, the procedures in marketing channel), and gives some advices on the inner marketing channel system how to achieve the conformity with the customers and other marketing elements such as products, price and place.Unifying the theory of transaction cost and the marketing channel conformity theory, this paper systematically explores the integration process of the household appliance enterprises' marketing channel. The aim of marketing channel system's integration is to realize the smallest transaction cost of the marketing channel and the resources using optimization by enhancing the marketing channels' efficiency in household appliance enterprises.