随着竞争的加剧及产品日趋加剧,家电业不再以价格竞争为主,开始逐步转向为渠道制胜,并根据环境的变化不断进行变革与创新,实行扁平化管理。在对家电业营销渠道扁平化的必要性进行分析的基础上,研究了营销渠道扁平化的变革方式,进而对家电业营销渠道扁平化模式的选择提出了相应的对策。 As competition intensifies and products become more and more aggravated, the home appliance industry will no longer be dominated by price competition. It will gradually shift to win the channel and continue to make changes and innovations based on changes in the environment, thus implementing a flat management. On the basis of analyzing the necessity of flattening marketing channels of home appliances industry, this paper studies the ways of flattening marketing channels, and puts forward corresponding countermeasures for the selection of flat patterns of marketing channels in home appliances industry.