Study On The Channel Conflict And Strategies Of Traditional Garment Enterprise In Dual-Channel Commerce Model

The internet technology in 21 st century, is changing people’s lives with an exponential growth rate. With readily available network and the surrounding smart phones and tablets, people are experiencing an unprecedented era of information exchange, the ecommerce was thus being emerged. The interactive platform between consumers and businesses is able to breakthrough time, space, and geographical limitations, to achieve real-time information access and transmission. Official website can be established for advertising, display and sales of products. So is the 3rd-party commerce channel can be led to purchasing. The advantages of being convenient, fast,wide-covered, easy access and enormous data resources, attracting a large number of traditional garment enterprises turning favors of building e-channels.While complementing the pros and cons of dual-channel commerce model, the channel conflict between e-commerce and traditional commerce is inevitably occurred.Although the conflict to some extent could help garment enterprises for greater channel power control, and channel improvement. However the fierce conflict in between could also have enterprise’s interests jeopardized. How to better manage dual-channel relationships is therefore acquired more attention, as well as balance the pros and cons of each channel for achieving win-win scenario, is right to the subject of this dissertation.Based on the research results related to this topic in domestic and abroad domains, this paper is combined the nutshell of those researched with the current development status of garment enterprises in channel management, followed by further study on channel conflict management of the following aspects:Introduction of the status quo of channel management of garment enterprises, covering the authority change of channel members as consumers, traditional distributors, ecommerce agents, and then with pros and cons of e-commerce compared to traditional commerce for corroborating the necessity of having e-commerce ongoing in nowadays.Secondly, analyzing channel conflict of traditional garment enterprises by means of dual-channel structure, four types of channel conflict, cause of conflict and the resulting impact, revealing the necessity of simultaneously conducting dual-channel commerce, and how to balance between the interests of each channel to achieve winwin results.Furthermore, the dual-channel conflict management strategy is well laid out, by studying on the standard procedure of channel conflict management, and having winwin management strategy proposed for external conflict, including brand differentiation, product differentiation, price differentiation, channel integration. As well as integration strategy for internal conflict, including the establishment of the organization Superior goals, strengthening communication between members of the organization, standardizing the behavior of channel members, and establishing channel management mechanism.Wrapping up with a case study of China’s leading fashion brand Peace Bird to realize the dual-channel conflict between e-commerce and traditional commerce being discussed over the paper for solid reference of traditional garment enterprises in modern China.This paper endeavours to furnish further advisement of dual-channel manipulation for modern garment enterprises by making preliminary research on channel conflict of ecommerce and traditional commerce.