Study On Problems Of Clothing Online-offline Channel Conflict

Online channel refers to marketing channels through which the enterprises find or get closeto the customers and users via the Internet or other electronic devices connected to the Internet,or customers and users looking for suppliers by the same way to make a purchase. Among theonline shopping category of goods, garment products has surpassed book and audio products andranked first since2007. China’s online shopping scale of clothing has shown high growth ratesince then, it has brought some problems at the same time. Online-offline marketing channelconflict is one of the most significant and influential.The online-offline marketing channel conflict has made the management of many fashionmarketing channels in trouble: Many fake and shoddy products appeared on Mark Fairwhale’sonline shopping platform, price confusion has lead to complaints from vendors from offlinechannels, consumer brand evaluation is low, and the consumer experience is poor; In the closureof e-commerce, Zhou Jian, chairman of Meters/bonwe admitted that "$60million investment ayear has even made the cost of online management much higher than the burden of physicalstore premium costs."The main causes of channel conflict are goal differences, resource scarcity, perceptiondifferences, lack of communication and so on. Channel conflict will produce both negative andpositive results. The channel conflict process model is an important theory of channel conflict. Atpresent, there are very few studies that carry out empirical research on the online-offline channelconflict as a process.Combining the theories of the causes, performances and results of channel conflict with theprocess model of channel conflict, applying it to actual apparel marketing channel management,the process model of clothing online-offline channel conflict was established.Initial scale was developed by combining existing scale with actual clothing online-offlinechannel management. The final questionnaire was formed after a small sample pre-research. Upto146questionnaires with validity were received through questionnaires. Descriptive statisticalanalysis, data validity and reliability test were carried out under statistical software SPSS19.0 towards the collected samples. It makes verification and modification by using structuralstructural equation modeling technique towards the established theoretical model understatistical software Amos17.0and draws conclusions about the relationship between conflictcauses and performances, and the relationship between channel performances and results.Four suggestions for the management of apparel online-offline channel conflict areproposed according to empirical results: The integration of online and offline channels,segmentation management, establishment of a rational and efficient communication mechanismand channel staff interchange.