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Mechanism of pathological appliance channel conflict

Author: LiuRui
Tutor: LuYingJin
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: Marketing channels Channel conflict Morbid Appliance channel conflict
CLC: F426.6
Type: Master's thesis
Year: 2009
Downloads: 145
Quote: 0
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Abstract


As in recent years, China's economic system from a planned economy to a market economy , the appliance market situation has undergone a significant change . The buyer's market has become more sophisticated , the constant increase in the standardization of the appliance market . With the changes in the competitive core product differentiation shrinking consumer more and more concerned about the price and other factors not obvious . Marketing channels to become manufacturers widely valued and an invaluable asset . The channel is full of a variety of uncertainties , the channel members differentiation cause channels contradictions and upgrade . Therefore , effective control channels , and make it stable and efficient become the focus of attention of every enterprise . Actual situation , the appliance marketing channel conflict intricate . Channel members loyalty is not high , the channels produced very low effective companies in order to put a lot of human and material resources and financial resources for the maintenance of channels . Actual characterization of the conflict for the appliance marketing channels , combined with work experience . Author analyzed from four aspects . First through theoretical analysis of the reasons for the formation process of marketing channel conflict and channel conflict ; followed by analysis of the root causes of the formation of China's household electrical appliance marketing morbid manifestations of channel conflict and conflict ; optimization strategy , through the channels of the the Changhong company's well-known by the author to analyze some larger teaching a mature household electrical appliance enterprises measures to deal with conflicts of channels pathological ; Finally , Changhong , summed up the domestic household electrical appliance enterprises can share some appliance marketing channels pathological conflict governance measures .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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