家电企业渠道冲突研究及其对策的分析.pdfVIP

电子科技大学MBA 论文 家电企业渠道冲突分析及对策研究 摘 要 经过多年的发展，中国家电业已成为中国加入WTO 后在国际市场上 真正具有竞争力的行业之一。随着我国家电行业市场化程度的加深以及 买方市场格局的形成，家电产品在性能上的差异变的越来越小，同质化 也越来越严重，使家电产品已从单纯的价格竞争向多层次的竞争转变。 其中利用构筑稳定、高效的营销渠道作为确立 自己竞争优势的竞争手段 更是频繁被采用。 但是对于一个建立很完善的渠道系统而言，一个极大的威胁来自于 渠道内部的冲突。如何对企业渠道冲突进行有效的管理成为国内家电企 业不可回避的一道难题。在西方学术界对渠道冲突问题早己做过深入的 研究，并已形成了较为系统化的冲突管理理论。因此，本文在吸收和借 鉴西方渠道冲突管理理论的基础上，对当前国内家电企业渠道冲突的现 状进行了深入、细致的分析，并在此基础上提出了建立有效渠道冲突管 理机制的构想，为更好的解决家电企业渠道冲突提供了比较有实践意义 的思路和方法，具有一定的可操作性。同时，也在一定程度上为其他行 业在渠道冲突管理实践中起一些参考作用。 关键词 营销渠道，渠道冲突，冲突管理机制 I 电子科技大学MBA 论文 THE ANALYSIS AND COUNTERMEASURE RESEARCH ON CHANNEL CONFLICT OF HOUSEHOLD APPLIANCE ENTERPRISES ABSTRACT With many years development, the domestic homehold appliance enterprises become one of industries which have genuine competitive power in the international market after china enter into WTO.But with the marketing degree increases, buyer of market of the home appliance products has been built. Because the homehold appliance products become more and more small in the difference of properties and the homogeneity of merchandise is serious, the means of market competition has been transferred from purely using price strategy of marking use of steady and high effective marketing channel to make sure its competitive edge is been used more frequency than others. As to a very perfect system of the channel, the conflict of channel interior is terrible threatens. How to effectively managing the conflict in enterprise channels becomes an unavoidable and difficult problem to the enterprises of homehold appliance. While in the western