Channel Conflict Management Research In SDA

Nearly these years of rapid development of the consumer market, small domestic appliances market has become saturated, traditional marketing channels exposed more and more problems. At the same time, e-commerce has been developing rapidly, online shopping transactions rose sharply, many small appliance manufacturers have opened up a network marketing channels. Although network marketing channel, rely its many of the advantages, is complementary to traditional marketing channels, but also to compete with the traditional channels in the market, which triggering a channel conflict.Based on the theoretical framework of the scholars at home and abroad, combined with Department Small Domestic Appliances of the Corporation A, the writer do research on the following aspects: firstly, have reviewed and teased out the channel theory and channel conflict of the Chinese and foreign scholars, in order to determine the research direction and method of this paper; secondly, collecting and sorting the sales data for the case corporation to find the performance and causes of the conflict between traditional and network marketing channel; finally, combined with channel conflict theory, put forward strategies and suggestions to solve the the corresponding specific problems in the case, including product strategy, price strategy, channel strategy, promotion strategy, management strategy and other the auxiliary strategy. The paper has certain practical significance on other small domestic appliance manufactory, which implement mixed marketing channel construction.