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1、宁波大学硕士专业学位论文MarketingchannelconflictandmanagementofFOTILECo.，LtdAbstractR&DandinnovationcapabilityofChinesedomesticapplianceindustrygenerallylackstoday,resultinginproductbecamestandardizedandhomogenizedmoreandmore.Atthesametime,accompanyingtheprosperityofe-commercechan
2、nels,leadingto“pricewar”formarketaggravatingterriblemoreandmore.But“pricewar”costtheexpenseofprofits,sothedirectresultofreducedprofits,willreducebusinessinvestmentinmarketingmanagement,researchanddevelopment,technologyimprovement,etc.Anditwillresultinthesubsequentlacko
3、fbranddevelopmentpotential.Accordingtotheweaknessofbranddevelopmentdirectlythreatenthebusinessperformance,whichisresultinginaviciouscycleindustryboggeddown.Sohowtoreducecostswhileincreasesalesandprofitsforeachappliancemanufacturers,becomeanunavoidableproblem.Todaymarke
4、ting,technology,price,…andservicebecomehomogenizedmoreandmore,thefastestandmostdirectandeffectivemethodisthepossessionofchannelresources,whichcanincreasesalesandreducecosts.Sotheboundofmanyappliancemanufacturersmakethelimitedchannelresourcesmoreprecious.Andthechannelco
5、ntention,makingthechannelofthescarcityofmiddlementurntobethedominantpartyoftheindustrychain.Powerimbalancesinevitablyleadtochannelconflictsbetweenmanufacturersandbrokers.So,thestudyofthechannelconflictandmanagementdomesticapplianceindustrymarketingmeansgreatreferencesi
6、gnificance.MarketingchannelconflictsofFOTILEGroupisthemainobjectofthispaper,accordingtovisitingtochannelmembers,thispaperdescribesthevariouschannelconflictduringthedevelopmentsofFOTILE,analysisthechannelconflictofFOTILEfromthepastandexistingmarketingchannelsbytheoriesa
7、ndevidence,describestheirstrengthsandweaknesses,whichcanbeextracted.Thefirstpartisanintroduction,thesecondpartintroducesthetheoriesofchannelconflictandmanagement.andthethirdchapterdescribesFOTILE’smarketingchannelsystemandconflictsabove,andsubdividedconflictsintothreev
8、ertical:horizontalconflict,verticalconflictandcross-channelconflict.Thefourthchapteristheuseoftheorywithpracticalmeth
