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With the deepening of the reform of China's market economy, the brand value of economic activity increasingly showing its importance, it not only reflects the potential for the development of enterprises, and also determines the long-term competitiveness of the enterprises. However, the brand value is a dynamic indicator associated with the market, it is also subject to many external factors within the enterprise, and external factors including the comprehensive strength of the brand, the market environment, internal factors including product factors, marketing factors, service factors, image factors and management factors. Any of these factors change will have a significant impact on the brand value of the enterprise. Marketing channels as an important channel for enterprises with market and consumer links, operation and development of the enterprise has a very important significance. From the actual look of extraordinary significance of marketing channels due to the unique characteristics of the Chinese market, domestic enterprises, which are becoming the weapon of domestic enterprises to compete multinational companies gain a competitive advantage. However, the marketing channels instability of the external environment as well as the behavior of channel members volatility, complexity also led in real life, there are a lot of the channel members rebellious behavior, mainly include receivables crop failure, channel conflict, malicious FALSIFYING unsalable products, maliciously distort market information services are not in place, malicious owed money, these adverse factors constitute a serious threat to the existence of the enterprise itself and brand management, not only affected the company's brand image, also affect product in the 's position in the minds of consumers, thereby reducing the consumer's brand loyalty, weaken the value of the brand. At present, the domestic theory and business circles of the channel members rebellious is not perfect, therefore, an urgent need to recognize the the channel members rebellious manifestations and causes, and its brand value negative impact, and thus better The ground of this rebellious behavior management, to minimize channel members rebelled against corporate and brand damage. In view of this, the article first use of theoretical research analysis, this study theoretical results of the inspection and research at home and abroad, to collate and summarize the related concept of channel members rebelled and brand value, including the rebellious connotation of the channel members to produce its links with related concepts, the meaning of brand and brand value, brand value, composition, brand evaluation the disjunctive and brand value measure. Found on the basis of an entry point for their own research and innovation to the rebellious brand value of the channel members integrate research. Then, on the basis of theoretical studies, to establish the underlying assumptions model, based on the performance of the channel members rebellious behavior and their impact on the brand value and solving strategies were presented from the the channel construction point of view and brand management perspective. Then, the appliance industry's marketing channels to conduct empirical research study of the original model's assumptions, the use of a questionnaire survey to gather the necessary data, and further through the statistical analysis of the data to validate the original hypotheses. Finally, the conclusions of this study on the basis of the above analysis, and pointed out the inadequacies exist in the study. The purpose of this study is to explore a better way for modern enterprises to enhance brand value, improve the corporate brand management, enhance brand competitiveness, improve the overall efficiency of purpose.
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