Research On The Relationship Of Dual Distribution Channel Synergy And Performance Of Garment Enterprises

With the enhancement of understanding and acceptance of the Internet, more and more companies began to carry out the network marketing model. Clothing sales on the network has become a very important part of clothing marketing, and online clothing sales are in highly development pace, Taobao, Tmall, Lovebuying Internet, Jing Dong, Dang Dang, Vipshop, Mushroom Street, Vancl, Wechat Shops, and many other online sales platform are doing clothing sales. In addition, a lot of clothing brand built their own official website to do online and offline clothing sales at the same time. The development of network clothing sales are in full swing combined with the development of virtual fitting technology. The brands such as GAP in the United States, Uniqlo in Japan,and ZARA which is famous for its “Dell In Clothing” have made great achievements while they doing the online and offline clothing sales, which created huge profits for the enterprises.Dual distribution channel came from the traditional channel sales and network channel sales. But because of the low level of channel management in our country at present, it’s unable for network marketing channel and traditional marketing channel to work as an integral part. While the fact is that dual channel conflicts generated when network marketing channel and traditional marketing channel competed for the consumer market, searched for inconsistent targets, be hostile for price problem.In order to alleviate the conflict of dual distribution channels, and make clothing enterprises develop toward a healthy direction, this research put forward dual distributionchannel synergy on the the basis of marketing channel theory and synergetics theory, and carried out the empirical research of the relationship of dual distribution channel synergy and enterprise performance, the main research contents include:(a) the literature review of the relationship between dual distribution channel synergy and enterprise performanceTo analyze the channel theory, the synergy theory and the enterprise performance theory. To analyze the studies of the relationship of dual distribution channel synergy and enterprise performance as the theoretical basis for the model building of this study.(b) the building of model of the relationship between dual distribution channel synergy and enterprise performanceTo build the enterprise evaluation system of dual distribution channels. To pick the enterprise performance evaluation index. Finally to assume the relationship between dual distribution channel synergy and enterprise performance.(c) the empirical research of the relationship between dual distribution channel synergy and enterprise performanceThe empirical analysis including scale reliability and validity analysis, the confirmatory factor analysis of dual distribution channel synergy and business performance of clothing enterprises, and the model fit test of dual distribution channel synergy and enterprise performance.(d) to give proposes to strengthen the dual distribution channel synergy and enhance enterprise performanceAccording to the result of empirical analysis, to put forward the proposes to strengthen the dual distribution channel synergy and enhance enterprise performance.The conclusion mainly include: channel contention synergy has a significant positive effect on the dual distribution channel synergy of clothing enterprises; channel field synergy has a significant positive effect on the dual distribution channel synergy of clothing enterprises; channels perception synergy has a significant positive effect on the dual distribution channel synergy of clothing enterprises; channel communication synergyhas a significant positive effect on the dual distribution channel synergy of clothing enterprises; the dual distribution channel synergy has significant positive effect on the business performance of clothing enterprises. The higher the degree of dual distribution channel synergy, the better the business performance of clothing enterprises.The recommendations are:Recommendations to improve dual distribution channel synergy of garment enterprises: to reduce competition; to narrow the difference of areas; to strengthen the channel perception; to increase channel communication.Recommendations to improve garment enterprise performance: to deepen the understanding of the coordinated development of channel; to consider the influence factors of enterprise performance systematically and comprehensively.