China's Home Appliance Industry, Retailers And Manufacturers, Supply Chain Cooperation

The intensive competition in global market; the increase in uncertainty and individuality of users'demand; the fast development of the high-tech reduce of product life cycle make the enterprises faced with pressure of unceasing reduce of delivery time and the cost; improvement of the quality and the service. Under such circumstances, enterprises find it difficult to depend only on oneself in order to win in intensive market competition; it is necessary that enterprises form a alliance with other which refers to cooperation with other members in the supply chain to realizing the whole competitive advantage enhancement. The supply chain alliance has becomes the hot spot among the enterprise and the academic circles.Experiencing fully opening up and the intensive competition inside and out, china's electrical appliances industry shows the positive upward development tendency. However, after the retail merchants take the core positions in the supply chain, friction between manufacturer and supplier sometimes occurs. These conflicts appear partly because partners have not got the recognition of"win-win", because the inequality exists in profit shares.Through the analysis of the reason of fractions between manufacturer and the retail merchant in electrical appliances industry, this paper proposed after the dominant channel role shift from manufacturers the retail merchant, the retail merchant and the manufactures need to seek new closer cooperation but resist to achieve the whole supply chain profit maximization. Finally, this article puts forward certain suggestions on domestic electrical industry supply chain cooperation implementation.