改革开放以来我国家电行业发展迅速,本文结合权力渠道理论等,阐述了家电市场营销渠道的变迁及其过程中的渠道权力分配情况,着重论述了21世纪以来大型家电连锁销售企业的快速发展带来的渠道权力失衡现象,以及现今的渠道变革状况。 Since the reform and opening up, China’s home appliance industry has developed rapidly. This paper, combined with the power channel theory, expounds the changes in the marketing channels of home appliances and the distribution of channel power in the process. Emphasis is laid on the rapid development of large home appliance chain sales enterprises since the 21st century The imbalance of channel power, as well as the current situation of channel change.