| With the economic system in China in recent years from a planned economy to a market economy, the pattern of household electrical appliances market has changed dramatically. Buyer's market has become more sophisticated, consumer electronics market increasingly standardized. With the changes in the core competition, shrinking product differentiation, consumer price and other factors on the more obvious concerns. Marketing channel has become widely valued manufacturers and a magic weapon to win.Channels filled with a variety of uncertainties, the members of the differentiation of channels will lead to channel conflicts and the ongoing upgrade. Therefore, effective control channels and make it become a stable and efficient per the focus of an enterprise. On the actual situation, the conflict in home appliances complicated marketing channels. Channel for members of loyalty is not high, the effectiveness of the channels also have a very low, business investment channels in order to maintain a large number of human and material resources and financial resources.Marketing channels for home appliances of the actual characterization of the conflict, combined with work experience. Authors from four aspects to be analyzed. First of all, through theoretical analysis of the conflict in the process of marketing channels, as well as the reasons for the formation of channel conflict; followed by analysis of China's household electrical appliance-based marketing channel conflict pathological manifestations and the formation of the root causes of conflict; and then, through the author's well-known channels Changhong optimization strategy, to analyze the teach some of the larger domestic appliances business to deal with mature channels measures pathological type of conflict; the final analysis of Changhong, summed up the domestic household electrical appliance enterprises can share household electrical appliances of some type of marketing channel conflict pathological measures of governance. |
PDF Full Text Request