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渠道冲突在产品营销中是一个经常发生并普遍存在的现象。随着我国家电行业兴盛以及众多新型销售渠道的兴起,家电行业在营销渠道上的冲突也日渐突出和多样化。当前如何快速协调家电行业营销渠道冲突、做好营销渠道管理工作成为了各家电企业迫切需要解决的问题。本文从我国家电行业营销渠道的冲突现状出发,简单阐述了家电行业营销渠道冲突的产生原因,并结合营销和管理等相关知识提出了一些解决家电行业营销渠道冲突问题的建设性策略和建议。
Channel conflict is a frequent and ubiquitous phenomenon in product marketing. With the prosperity of China’s home appliance industry and the rise of many new sales channels, the conflicts in the marketing channels of the home appliance industry have also become increasingly prominent and diversified. How to quickly coordinate the marketing channels of home appliances industry conflicts, do a good job marketing channel management has become the urgent need to solve the problem of various household electrical appliance enterprises. This article from the current situation of the conflict of marketing channels of the home appliance industry in our country, simply expounded the causes of the conflict of the home appliance industry marketing channels, and put forward some constructive strategies and suggestions to solve the conflict of the marketing channels of the home appliance industry based on the related knowledge of marketing and management.