Research On Online-offline Marketing Channels Conflicts In Furniture Industry

With the development of e-commerce in China, sales amount of online stores like Taobao, Jingdong, VIPshop increase rapidly. The online sales of Alibaba Group reached￥91.2 billion on a single day November 11 th 2015, which increases nearly 60% compared with that of 2014. Chinese traditional furniture industry companies are scrambling to build their online marketing channels. They opened their own official EXPO-stores on Tmall, like Lin wood, QUANYOU and more similar companies. Meanwhile, e-commerce platforms also need extensive cooperation with the furniture industry in O2 O style. Furniture manufacturers are developing online marketing channels but not abandoning their traditional offline channels. Therefore, traditional furniture manufacturers strive to maintain offline dualchannel mode.In practices of online-offline dual channel mode in different industries, we found that they are not matching each other and channel conflicts continue broking out. Fro example,many offline stores boycott the O2 O sales promotion on Tmall in 2013, clothing brand YICHUN shut off its Expo-store on Tmall because of protest from its offline stores. These seems imminent conflict between online and offline channels is the battle between old and new marketing initiatives, but what really brings the conflicts, which is the performance of the negative impact of these conflicts? How should we deal with the management of these conflicts? A series of problems for traditional furniture makers want to do online channel are urgently needed to be addressed. This study is also based on the idea.The author hopes to find out the inner relationship factors of conflicts between online and offline marketing channels through this theoretical analysis and empirical research, helping furniture manufacturers operate good dual-channel mode.This paper, in first part, discusses the background of conflict between online and offline marketing channels in furniture industry. It is commonly regarded that it’s a trend to development online channels for traditional furniture industry. In the second chapter, the author discusses some related concepts about the online and offline marketing channel conflicts. Then the author summarizes the relevant domestic and foreign research literature.Finally, the author presents some of the theoretical basis of this. The content of the third chapter is the analysis of related factors of the conflict in online and offline marketingchannels in furniture industry. Firstly the author analyzes the characteristics and functions in the development of online and offline channels in furniture industry, and then the author summarizes the different types of marketing channel conflicts. The main purpose of this paper is to study one type of conflict: the channel conflict between online direct marketing channels and traditional offline channels.competition, and loss of trust. The causes of conflicts are cognitive differences, goals differences and interdependence. Conflicts are mainly divided into three parts: manufacturers, distributors, and customers. This above mentioned lays the foundations for the fourth chapter. In the fourth chapter, the author constructed some hypotheses and design a questionnaire and summary of data collection.With SPSS19.0 data descriptive analysis and reliability and validity testing, the author builds the AMOS21.0 and fixes structural equation modeling and path testing. It turns out that most assumed can be supported while four hypotheses are not. In the fifth chapter, the author makes the following conclusions:(1) the cognitive differences and objective differences among the members of the furniture industry are the direct impact of the online and offline channel conflicts. Among them, Cognitive differences have the greatest impact on trust loss,which is the biggest impact on price war.(2) Among the members of the line of the furniture industry, there is a direct impact on the free rider and resource contention in the online and offline channels. Mutual dependence on the price war and the lack of trust are not valid.(3)The price war and free rider have obvious effect to manufacturers and distributors. Price war triggers a rather large impact to manufacturers; free riding does bad effect to the large distributors.(4) The competition for resources and the loss of trust in the online and offline channels in the furniture industry has different effects on the manufacturers, distributors and customers.. Some suggestions are put forward,. such as the increase of channel communication, online and offline integration strategy, the differentiation strategy of online and offline, and the innovation of O2 O to promote the integration of channels Finally the author put forward her research prospects.