Analysis And Management Research On The Conflict Of Traditional Channels And E-commerce Channels For L Company

With the 30 years'rapid economic development and opening reform policy, the domestic appliance market has become saturated. Thus the competitions between various sales channels are being more and more prominent. But under the new century, the development of electronic commerce is beyond imaginations of many entrepreneurs and marketing experts.As a highly competitive industry, China's home appliance companies compete not only in products, technology, service, but also in sales channels and terminals. As an industry representative in the field of traditional channels, L Company maintains a leading position. For the good prospects in e-commerce market, L company is also actively entered the field of e-commerce market, to create online marketplace and expand e-commerce sales channels. But in the multi-channel sales, channel conflict must be handled; otherwise it will intensify the conflict between the traditional channels and finally destroy the interests'balance of original channels, and even affect their relationship.For the possible conflict between traditional channels and e-commerce channels, this paper is based on the causes of the formation of channel conflict, process, type and the impact of conflict, to take L Company as an example, research the conflict between the company's traditional channels and e-commerce channels, as well as conflict management strategies combined with channel conflict theory. These include unifying strategic goal, strengthening the sales channel management, packing differently and signing an agreement to resolve the problem of conflict between two channels. This is significantly meaningful for some of the industry's enterprises to build and manage a successful e-commerce channel.