Study On Multi-Channel Conflict And Integration Of Apparel Companies In China

By more than 50 years of development, China has become the largest clothing manufacturing country in the world, and the apparel industry has made huge contribution to the development of the national economy. At the same time, with the competition between apparel companies becoming more and more furious, China is in the key period changing from large clothing country to powerful clothing country. As a powerful strategic arms to obtain competition advantage, marketing channel management should be attached more importance.With the continual development of the apparel industry and the forming of multi-channel distribution in China, more and more apparel companies begin to use multi-channel model. Thereinto "regular + franchise chain store" is the most popular systems. More channel alternatives created by channel proliferation can improve the consumer's convenience as well as increase companies' revenue. On the other hand,multi-channel management are very challenging------how to progressfrom the recent period of experimentation to a more-deliberate,forward-looking integration approach, align every channel to create a seamless integration, thus will increase both customer satisfaction and corporate objectives.In spite of the fact that various works about marketing channel in apparel industry exist in academic article, studies concerning multi-channel marketing and management are still few. Therefore, it is necessary to sum up and reflect on the multi-channel management practice in the apparel enterprises and to probe into its development direction.The thesis is firstly built on the study of a large number of document materials, including many English materials. At the same time, during the research and writing period, joining into projects for three companies such as Jean west Co., Ltd, Shanghai Lucy outdoor garment company, BOSIDENG women Co., Ltd has brought much practical experience in channel management. Especially a good understanding of Jeanwest's stores service level and the status quo of price, promotion, goods of many famous brands in Shanghai, Nanjing, Hangzhou. Moreover, some typical enterprises such as Sanfo, Tony Wear (Shanghai) Fashion Co., Ltd., Metersbonwe Co., Ltd., were investigated, through that considerably first-hand materials were harvested.In the light of the above-mentioned efforts, firstly the management actuality and challenges faced by apparel brand companies are listed.Then by model analysis of apparel manufacturer and reseller's channel strategy preferences, ways to adjust the manufacturer-reseller relationship are brought forward. In addition, game theory is applied to discuss conflict in resellers. Meanwhile, referring to some multi-channel management cases, this thesis puts forward a multi-channel integration framework and tactics. Finally, the thesis selects company Jeanwest as the present case to study the integration of regular and franchise channels.This thesis strives to have the value for researchers to study channel management and for managers of apparel enterprises to make channel strategy.