Research on the causes and control measures of the marketing channels conflict of Chinese home appliance industry

With the deeper degree marketization and the formation of buyers´ market, Chinese home appliance industry is facing with the increasingly fierce competition. In this process, the marketing channels conflict has become a major barrier to the development of home appliance industry. The author used the survey and case analysis and induction methods in the article and found the malignant falsifying, dependence on distribution channels and logistics chaos were the culprit of the conflict. Then the article provided the measures of controlling it based on the above analysis. The article is useful to promote a more thorough understanding of the marketing channels conflict of Chinese home appliance industry and find effective ways to control it.