States United States M & A Yongle Channel Conflict With Suppliers,

With the development of the economy and technology, competition is more fiercely than before. So, marketing channels become the most important factor. Now, enterprises have become more and more aware of the importance. And the channel conflict is an objective reality. It is impossible to eliminate. The channel conflict between Guomei appliance retail chain and household appliance vendors in China's household electrical appliance industry is the most typical one. Now, the importance of marketing channels in the household appliance industry has generally reached a consensus. "Win at channel control" becomes strategic choice of many household appliances retail chain enterprises and household appliance vendors.After more than 20 years of hard work, china's household electrical appliance industry has grown from small to large and from weak to strong. Moreover, China's household appliance retail chain industry received particular concern since it was created on the date. Not only that involves the level of people's living raise and quality, but also the intense competition in the development process.After high-speed development from 2000 to 2005, China's household electrical appliance retail chain industry integration was inevitable arrival. In 2006,Guomei appliance retail chain has M&A Yongle appliance retail chain, the two companies from Competition to the joint, it can be said that the trend of the times.In this paper, the background of Guomei appliance retail chain M&A Yongle appliance retail chain. In the relevant channel conflict theoretical analysis foundation, in-depth and detailed analysis of the electric appliances industry channel conflict situation. Focus on the relationship between Guomei appliance retail chain and the household appliance vendors, further study of the causes. Finally, proposed the corresponding ideas and methods about the channel conflict between Guomei appliance retail chain and household appliance vendors.