家电行业中的渠道冲突及对策研究

Researches of channel conflicts and countermeasures in appliance industry

对家电行业中渠道冲突产生的原因进行了详细分析,在此基础上,提出了家电行业解决渠道冲突的具体措施,包括改变营销观念、建立战略联盟、构建与完善网络营销渠道、加强窜货的管理。希望这些策略的提出,能够为我国还处在摸索阶段、尚未建立有效分销渠道的家电企业提供一些借鉴和启示。

This passage gives some detailed analysis on the reasons of channel conflicts in appliance industry.On this basis,it also brings up some specific measures to solve these channel conflicts about appliance industry,which includes changing marketing concepts,building up strategy associations,formatting and improving the channel of network marketing,strengthening the management of cross-boundary selling.The author hopes that these strategies could provide some notices for appliance enterprises still at the fumble stage and have not built an effective distribution channel yet in our country.