China’s Household Electrical Appliance Marketing Channel Conflict Analysis And Management

With the rapid development of China’s home appliance market, Channel conflict issues are also increasingly prominent,Mainly for the price of conflict, regional conflict, sales, promotions conflict, The appliance manufacturers in China when the means of a single channel conflict management, management generally poor results.This paper discusses home appliance market channel and channel conflicts are introduced, analyze the market channel conflict performance and its influence. From the manufacturer value chain, channel internal conflict, realistic marketing environment impact, three aspects of channel conflict analysis of the causes of, Vertical channels, horizontal channel members for the strength of different, the individual rationality and pursue personal benefit maximization goal are abhorrent, channel behavioral different clinical manifestations, triggering channel conflict, Manufacturers independent market behavior, lacerate "supply chain" system, causing the channel conflict, And realistic marketing environment, worsen the channel conflict. Combining gree air conditioner marketing channel conflict and management of examples, from the channel structure reengineering and channel behavioral adjustment two aspects of channel conflict management Suggestions, Constructing vertically integrated marketing system, strengthen manufacturers channels, channel internal incentive value chain and punishment, channel reorganization between information, decision-making, financial resources, promoting customer relationship management.