With the development of China’s economic, household central air conditioning market is receiving more and more attention. However, the enterprises have to face the common problem, which is how to make good use of the sale channel structure by choose itself. And the article talks about how to make a good choice among the different channel structures. Then this paper also do a research of the all the channels by analysis the existing sale channel conflict.
Through the study of channel structure and the channel conflict and its solutions, this paper will also combined them with the case analysis of household central air-conditioning, and it will put forward some advice of how to improve it and a new market channel. And the research of structure shows that the present channel structure of the household central air-conditioning has some problems, such as the conflict of level and vertical channel market. Based on the present household central air conditioning market, we should strengthen the management, and build a good incentive mechanism. And we can also provide positive significance of household central air conditioner expansion of marketing channels by building a new home appliance interlinks channels and virtual channel.
KEY WORDS: household central air conditioning, marketing channels, channel conflict
