Research Of Dual Channel Coordinating Mechanism Based On How To Serve Consumer Group With Demand Discrepancy

The popularization of internet sustains the development of electronic commerce and changes the relationships between enterprises and consumers, also between enterprises and their channel partners. One hand, more and more companies use e-channel working with traditional channel altogether or use simple e-channel for gaining more margins without the promises of their channel partners, the other hand the internet has been enriched customers' purchasing channel choice which can not be satisfied by the single traditional channel alone now, also by the only e-channel. So it's necessary for all enterprises to coordinate their relationships management with customer and with channel partners when facing to choose which channel to serve different consumer groups with demand discrepancy, otherwise the conflict must will break the cooperation among channel partners, and then damage both sides' interests step by step.Now, there are many consumers with different purchasing demands under the environment of electronic commerce. But at before, the feature of consumers'demands is that identical and clear, so the common service of channel can not satisfies the change of market environment. After lots of research of this study, it's clear that how to serve those consumer groups with different demand discrepancy is the key to solve the problem of Dual-Channel conflict and coordinating the relationships between manufacturers and retailers in the same supply chain system. So, considering that an existing coordinating mechanism are already mature, and what's more is that proper mechanism need the assistant of proper condition, this paper hold that mastering the changing consumers'demands and channel power as the research emphasis. So this study begins with the research of conflict's cause, form, pattern, consequence and those existing conflict coordinating mechanisms, and then mainly analyzes the elements what is disturbing customers'channel choice. Depending on that, establishing consumer choice about channel model, researching customer's demands, selecting optimal channel management plan finally for manufacturer and retailer who possess different channel power, also achieving the goals for coordinating channel conflict.