电商时代家电行业的渠道冲突.docVIP

摘要 随着互联网技术的发展，电子商务随之兴起，电商的网络销售方式成为众多家电企业追捧的对象。至此，我国进入到（与传统渠道）的时代。在给家电带来机遇的同时，也使其面临着渠道冲突和渠道的问题。为了满足网购需求，家电企业会渠道，这种渠道的加入对传统渠道的利益产生巨大的冲击，从而导致渠道冲突。均衡好渠道成员之间的利益，关系减少渠道冲突，是中国家电企业的问题，决定着企业家电企业未来的发展方向。 本文国内外学者对渠道冲突研究，渠道冲突的相关理论，对国家电业的渠道冲突进行了深入的，重点对中国家电企业的渠道冲突的现状、成因、对家电企业的影响以及中国家电企业渠道冲突现有的治理策略存在的问题进行了研究，并在此基础上提出完善中国家电企业渠道冲突的治理策略的建议。具体提出开发新的渠道合作模式，例如与电商企业合作，与传统渠道商建立新的战略联盟；开发网络社区，注重差异化的促销策略：完善冲突的事后监督机制。 ABSTRACT E-commerce in China rises along with the development of Internet technology; the network marketing governed by online retailers become one of the most endorsed methods for home appliance enterprises. Until now, China’s home appliance industry has stepped into the coexistence and co-development of traditional sales channel and the e-commerce channel. While bringing opportunities for the industry, e-commerce has made the industry to face the conflict and revolution of its sales channels. In order to satisfy the demands of online shopping, home appliance enterprises strive to develop their e-commerce sales channel. The addition of another channel inevitably induces a huge impact on the traditional sales channel, and therefore results the conflict. Balancing the interests of different channels, sustaining a good relationship between them, and cutting down the conflicts are the most important problems that those home appliance enterprises have to deal with; these problems are crucial to the direction of future development of the business. In this paper, I will further study the conflict of China’s home appliance enterprises’ sales channels by using related theories based on other scholars’ research on this topic. I will focus on the status quo, causes, impacts on those enterprises, and the existing problems in current solution of the conflict. Moreover, I will provide suggestions on coordinating strategies of the conflict. Specifically, the development of new channels of cooperation mode is proposed. For example, cooperating with commercial enterprises andestablishing new