Research On Conflicts Between Online And Offline Channel And Solutions Of Marketing Channel For Home Electronics Corporations-Sampled By P Company

Since the 21st century, with the rise of online shopping channels and the Internet enterprise cross area into the home appliance industry, all the industry’s attention was concentrated on the Internet. But at the same time when online channel makes the sales growth miracle on home appliance, the traditional offline channel is under a great pressure, sales declined with the continually trend with the big impact of online channel. Whether the impact of price competition or consumers, these in the final analysis are the conflicts of interest. So, Chinese companies who involved in electronic commerce, the most urgent need to be solved as the main contradiction is how to balance and solve the conflict between online and offline channel. At the same time, many scholars have begun to focus on the conflict which come from online channel-caused by electronic Commerce Department, and put forward the valuable suggestion such as channel segregation, differentiation management.This paper researches issues on the conflict between online and offline channel of P, follow the principle of study, research and discussion. In combining theory with practice, on the basis of adopting the theoretical research, case analysis and strategic analysis and other methods to analyze the issue of P company treatment for online&offline channel conflict, pointed out the desirable and inappropriate. Reference the research in recent years, put forward solutions in order to solve the contradictions of the online&offiline channel interests, achieve the goal of harmonious coexistence and win-win channels for reference to continually develop home appliance business under the great age of Internet rising.