国务院发展研究中心日前推出的研究报告《中国家电产品市场销售渠道研究咨询报告》指出:当前我国家电市场的竞争已由品牌竞争转向渠道竞争。家电行业竞争的激烈性、残酷性,使得家电企业在价格战、广告战、技术战难以奏效的情况下,开始关注营销渠道的建设与争夺。而在营销渠道上由于流通资本的壮大,代理商势力逐渐膨胀,打乱了原有营销通路和传统厂商联盟的格局。部分大户代理商利用对销售通道、销售网络的控制,要挟生产企业,寻求非生产利润严重地阻碍了企业的正常销售与发展。因此,分析传统大户代理商制的弊端,着手改造、创建现代营销渠道就有了迫切 Research Report recently released by the State Council Development Research Center, “China’s home appliance market research report on the sales channel” pointed out: At present, China’s home appliance market competition has shifted from brand competition to channel competition. Appliance industry competition intense, brutal, making the appliance business in the price war, advertising war, technical warfare is difficult to work, began to pay attention to the construction of marketing channels and competition. In the marketing channel due to the growth of circulating capital, agents gradually expanded power, disrupted the original marketing channels and the traditional pattern of alliances. Some large dealers make use of the control of sales channels and sales networks to threaten production enterprises and seek non-production profits, which seriously hindered the normal sales and development of enterprises. Therefore, it is urgent to analyze the malpractice of the traditional large-scale agency system, start the transformation and create the modern marketing channel