通过实地访问,作者对国内某大型家电连锁企业及其供应商之间的冲突状况进行了调查,并通过分析得出如下结论:(1)冲突主要集中在促销活动费用分摊、定价、货款支付时间和返点上,这是由中国转型经济条件下的新商业模式决定的;(2)冲突的直接前因是渠道成员的机会主义行为;(3)厂商间已经具备了渠道冲突预防意识的萌芽,主要途径是短期合约,但诚信问题依然严重。最后提出了相应的建议。 Through field visits, the author conducted a survey of the conflict situation between a large domestic home appliance chain company and its suppliers, and reached the following conclusions through analysis: (1) Conflicts are mainly concentrated in the distribution of promotional activities, pricing, payment of payment time On the rebirth point, this is determined by the new business model under China’s transitional economic conditions; (2) the direct cause of the conflict is the opportunistic behavior of the channel members; (3) the budding of channel conflict prevention consciousness has already existed among the manufacturers. The main route is short-term contracts, but the integrity issue is still serious. Finally, the corresponding suggestions are made.