The Research Of Channel Conflict In Chinese Appliance Enterprises

Home appliance industry is one of the most mature industries in China, and the competition is more intense, and it has been paid much attention. Along with the continuous improvement of the degree of product homogeneity, the channel has become an important source of home appliance enterprises’ competitive focus and competitive advantage. Over the past thirty years, China’s home appliance industry has experienced three major changes in the mainstream of the home appliance industry, although the channel model has been improved in the previous period, but. the channel conflict has not been interrupted, and there is a certain relationship between the main channel conflicts in different periods. Therefore, if you want to reduce the adverse impact of the channel conflict, it is necessary to trace the root of the household electrical appliance enterprises channel conflict, from change the course of the conflict evolved to recognize the whole picture, to take corresponding measures.This article is aimed at the analysis and sum up the overall track of the development of the mainstream of the home appliance industry, and then find out the source of the channel conflict and the direction of the home appliance enterprises in the future. In detail, this paper analyzes the main forms of the channel change from the perspective of the industry as a whole, the main form of the channel power, and the general model of the main channel conflict, and then put forward the general direction of home appliance enterprises to deal with the channel conflict. On this basis, this article also combined with the current situation of the home appliance industry and its impact on the channel mode of household electrical appliance enterprises, put forward the integration strategy which is suitable for the current household electrical appliance enterprises to deal with the channel conflict, and also gives the suggestion to solve the potential problems in the integration strategy.Compared with the existing literature, the innovation of this paper is mainly reflected in two aspects:(1) in the past, the research on channel conflict and channel power mostly based on static perspective, that is to analyze the formation and the interaction between channel power and channel conflict. This paper analyzes the relationship between the channel power and the channel conflict, and then the process model of the development of home appliance channel conflict.(2) In the past research on the relationship between channel power and channel conflict is based on different levels of channel members, that means channel conflict only have an impact on vertical conflict. But according to the research on Chinese appliance channel revolution process of this article, we can find that channel power also have an impact on the horizontal conflict.