Research On Distribution Channel Conflict Of Haier Household Appliances

One of the most important tasks during distribution channel implementation is to transfer the products from the manufacturers to the consumers. Those who controls distribution channel will hold the competitive advantage in the field of household appliance. However, no matter how good of design and management for the manufacturers, it still can't prevent channel conflicts. The common problem is price system broken lead by Cuanhuo. The study of Cuanhuo issue during the course of distribution involves products, price, distribution, staff and other aspects which will provide certain reference to Haier Group for formulate marketing strategy.The thesis consists of five chapters. The first introduces the outline of household appliances industry at home and abroad briefly, focusing on distribution channel profile and existing problem. Next, the paper presents the market environment and great significance of controlling Cuanhuo for Haier Group through SWOT analysis. The third states the serious harm brought by Cuanhuo on the base of analyzing the reason, manifestation of Cuanhuo in the course of distribution. As the core of the paper, the fourth brings forward the strategy to control Cuanhuo. To start with, quote fair theory and analyze the produced springhead and the cause of failing control profoundly through comparative analysis, then put forward the method of reform examination orientation, use of after-sales service, changing block into leading and other means to control Cuanhuo. It emphasizes in adjust staff's thought, converting passive management to active action, so run the channel confliction effectively. The five proposes that it is available and feasible to control Cuanhuo during contribution courses.