Studies On Conflicts And Risks Of Dual Distribution Channels Of The Enterprises

Facing the development of online shopping and the problems of traditional distribution channels, e-commerce channels show its own advantages like, rapid efficiency and cost-effective. So, many enterprises choose to retain the traditional distribution channels while developing new e-commerce channels, so that distribution channels could enter the coexist ear of the traditional distribution channels and network distribution channels. However, such kind of channel patterns are not as satisfied as is designed to be. The emerged cases of channel conflicts in recent years have presented the conflicts and risks between the traditional distribution channels and network distribution channels. How to reduce these two types of channel conflict while develop synergistically has become an essential issue in the study of channel theory. This paper emphasizes on the study of conflicts and risks between the traditional distribution channels and network distribution channels, which aims to find out the causes and the danger of the coordination between these two channels, and to find out a scientific management and controllable approach. In the deep study of the channel conflict theory, channel risk theory and related channel basic theory, the paper propose the concept of enterprises’ dual channel, and suggest the main forms of the dual channel conflicts and risks. Besides, the paper build the relation model between the dual conflicts and risks, and apply the statistical analysis tools and structural equation model to analyze and verify enterprises’dual channel conflict’s dimensionality, the risk performance’s dimensionality and the relationship between conflicts and risks, and the results have shown its effectiveness, meanwhile, build a BP neural network optimization based dual channel risk warning model, and carry out the training and simulation tests toward the dual channel risk warning model, and the results have shown its effectiveness Finally, the paper propose three strategies and methods to solve dual channel conflicts.The main contents of the paper are as follows:(1) Related literature review on distribution channel theory, risk and early warning theory. The paper mainly introduces the economics and management based perspective study of the distribution channel conflicts and risk perspective channel risk study. The paper emphasis on asymmetric information, opportunistic behavior, game theory, supply chain management and collaborative theory to make clear the reasons for channel conflicts, besides, it applies complex systems, chain risk and risk early warning theory to summarize the management theory of channel risks.(2) Enterprises’dual distribution’s definition and characteristics research. Under the network environment, enterprises using the traditional channels and network channels’coexist-structure have become the main trend of the future. What will the new channel structure bring to enterprises concerning benefit, management, risks in general? What is the difference between this kind of structure and single traditional channel or network channel? What are the dual features? To solve these problems, the paper systematically study enterprises’dual distribution channels’ formation, character, structure model and influences, and propose dual channel concept and study the possible profit it brings beforehand and after.(3) Relation study on enterprises’dual distribution channel conflicts and risks. Are channel conflicts simply segistrated or caused by new conflicts during the operation? What are the causes of these conflicts? What consequences will they bring about to the enterprise? The current research literature is scattered, so through a review of relevant literature, the paper firstly studies the causes of channel conflicts and propose the possible factors. Then, it researches the main risks caused by dual channel conflicts and its forms, and builds the concept model and of enterprises’dual channel’s relationship between conflicts and risks and make assumptions.(4) Empirical research for enterprises’dual distribution channels effects towards its risk. Through enterprise surveys, the paper applies the statistical analysis tools and structural equation model to analyze impacts of the enterprises’channels conflicts and risks through exploratory factor analysis, confirmatory factor analysis and correlation analysis,ect. Besides, it proposes the major dimension degree of enterprises’dual conflict and risks, and the conjecture validity of the relationship of conflicts and the risks. (5) Enterprises’dual distribution channels’ risk warning model study. There exists risks during the operation of enterprises’dual channel, according to the risk theory, early warning risks is needed to reduce the risk danger. In literature and empirical research basis, the paper proposes the risk early warning indicator system in enterprises’dual distribution channels. According to the inherent limitations of traditional BP neural network, the paper proposes the ways to improve the BP neural networks and establishing the risk early warning model basing on improved BP neural network distribution channels, and uses enterprise survey data to train and simulate to verify its effectiveness.(6) Enterprises’ dual channel conflict control and management methods. According to the previous research, the paper studies the ways to control and administer the risk source of dual channels’ operation. The paper mainly studies the methods to control and administer the important conflicts of the influence factors of dual channel’s risk, uses channel members’win-win concept, builds producers’best wholesale price model, applies the knowledge of sharing principles, builds enterprises’dual knowledge-sharing channel process model, reduces dual channels’ conflicts, like conflicting objective and seek effective way for risk management and control.The innovations of the paper are as follows:(1) Systematically studying the manufacturers using dual channel structure’s motivation, predicament, and the causes of conflict and risk’s new access problems for the first time. Through enterprises’ dual distribution channels’definition, formation mechanism, properties, structure model and study on the influence before and after using dual channel’s structure towards channel members’ profits, proposes the main factors and probable risk types of which leads to dual distribution channel structure’s conflict, which offers producers to use the traditional channels and network channels in decision-making and systematic thinking and theoretical supplement on cooperative processing under network environment.(2) Building relationship concept model between enterprises’dual channel conflicts and risks. On the basis of proposing the concept of enterprises’ dual channel conflict, extensive literature research, and the empirical analysis, the paper respectively determines the dimensionality of the causes of enterprises’dual distribution channel conflicts and the main types of channel risks. Besides, the paper establishes the relationship concept model between enterprises’ dual channel conflicts and risks and proposes price difference conflicts are the biggest factor of conflict, and the greatest risk is mainly from the channel brokers’ satisfaction and loyalty risk, which offers effective ways for enterprises to administer enterprises’ dual channels. Through the study of the relationship between conflicts and risks, the paper offers a clear way for enterprises’ dual channel risk early warning and reduction of conflicts’level.(3) Proposing enterprises’ traditional distribution channels and network distribution channels’exist dual, the coexistence formats a dual organization, the management of dual channel should be undergone through dual perspective. Given this view, further proposes a corporate marketing executives should fully understand the dual concept in both traditional channels and network channels and reaches a consensus, promotes the channel members’ understanding and cooperation of the dual, promotes the concept of dual channel’s synergy, constructively applies the theory of dual organization into channel management to add new theoretical support for business distribution channel management under network environment.(4) Applying structural equation model study to propose the relationship between dual channel conflicts and risks, which not only extend the structural equation model’s application field, but also enrich the methods for quantitively study the conflicts and risks.