Research On Chinese Appliance Enterprise' Distribution Channel Conflicts In View Of Game Theory

Nowadays, Appliances Industry has been one of the most marketized and matureone, its market competition became more and more white-hot. Under the specialcircumstance of market economy, with the market competition became fiercer,channel advantage has been a kind of indispensable, competitive edge, anddistribution channel has been the fortress for the appliance enterprises to control. Butbecause there are a lot of channel conflicts, which effect the enterprise achievementsgreatly, so it is very important for the appliance enterprises to reinforce the channelconflicts management. In this case, making the relatively intensive research intoappliance enterprise channel conflicts should be more important and morechallenging.This paper adopts the combination of theoretical study, empirical research,qualitative and quantitative analysis. Starting with the theoretical analysis, itintroduces the related theories as Distribution Channel, Distribution ChannelConflicts, and Game Theory in detail, which is the theory foundation for thefollowing analysis. At the same time, it analyzes the concrete display and the directand indirect origin of the Chinese appliance enterprise channel conflicts in view ofGame Theory. Finally, the paper constructs the Chinese appliance enterprise channelconflict's governance model in view of Game Theory. And by positive analyzing thechannel conflict between Gree Electric Appliance Inc. of ZhuHai and Gome ElectricalAppliances, the article advances several concrete countermeasures for solving thechannel conflicts of Chinese appliance enterprise in view of Game Theory. And itoffers some practical and operational measures and suggestions for Chinese applianceenterprises and other enterprise reference.