Study On The Management Of Marketing Channel Conflict Of Traditional Clothing Enterprises In E-Commerce Environment

With the advent of the era of network information, the scale of the online clothing market grows increasingly. In order to obtain a larger market share and take the first chance in the competition, more traditional clothing enterprises begin to get involved in the e-commerce field. But at the meantime of bringing opportunities to the traditional clothing enterprises, e-commerce also makes them face many problems, of which the most direct one is the reformation of marketing channels. In order to meet the needs of online shopping customers under the e-commerce environment, the traditional clothing enterprises need to change their traditional marketing models, recruit network distributors and build the network marketing channels. The initiation of such new marketing channels will inevitably have a huge impact on the interests of the traditional marketing channels, leading to channel conflict. How to balance the interests among all members of the channel and handle the marketing channel conflict well under the e-commerce environment is the key issue to be urgently solved for the traditional clothing enterprises, and it determines the effect of e-commerce activities launched by the enterprises.By taking the relevant studies on the management of channel conflict made by domestic and foreign scholars as the theoretical basis, this paper makes study on the management of marketing channel conflict of traditional clothing enterprises under the e-commerce environment in the following aspects from the perspectives of the combination of theory and practice, the combination of normative research and empirical research as well as the game theory: Study on the current situation of marketing channels. Combined with the channel power model and from four aspects including the consumers, retailers, traditional clothing enterprises and network distributors, it makes an in-depth analysis of the reformation of the channel members of traditional clothing enterprises under the e-commerce environment, and conducts a comparative analysis of the advantages an disadvantages of the emerging network marketing channels and the traditional marketing channels under the e-commerce environment.Study on the marketing channel conflict. This part further elaborates the structure of marketing channels, the type of conflict, reasons and influences of the traditional clothing enterprises under the e-commerce environment, and constructs the game model of traditional clothing enterprises and traditional distributors under the e-commerce environment, besides, it also makes an in-depth discussion of the channel conflict between the two and the marketing channel strategies which should be taken by enterprises. It comes to the conclusion that the traditional clothing enterprises nc to select the network marketing channels and the traditional ones simultaneously under the e-commerce environment and balance the economic benefits of both sides, so as to win the maximal benefit.Study on the management strategies of marketing channel conflict. This part studies the steps for traditional clothing enterprises to manage the marketing channel conflict under the e-commerce environment, and proposes the general strategies (establishing the network distribution alliance, strengthening the communication between channel members, setting up the relation norms for channel members and establishing the channel management organization) for them to resolve channel conflict and the more applicable marketing strategies (brand differentiation, product differentiation, channel integration strategy and reasonable pricing strategy).Empirical research. At last, the paper analyzes the network marketing channel management case of Bosideng Corporation with the obtained general strategies and marketing strategies, and makes an in-depth study on how Bosideng Corporation deals with the marketing channel conflict under the e-commerce environment and efficiently manages the network marketing channels, thereby providing a certain reference to the launch of e-commerce activities by domestic traditional clothing enterprises.Through the study on the above issues of channel conflict management, I hope that the paper can be of some help and contribution to expanding the marketing channel conflict management theory and strengthening the network marketing channel construction of traditional clothing enterprises.