Integration Research On Dual Marketing Channel For Brand Apparel Based On Theory Of Competition And Cooperation

Online channel is virtual channel of commercial operation mode,for garment enterprises set up shop,with the user communication,realizing the online shopping,online trading and electronic payment through the network virtual platform.The year-on-year growth by Online resale of the whole garment industry is promoted in 2016,with offline entity sales is pessimistic,however channel conflict also get certain improvement compared with previous years.Numerous well-known apparel brand at home and abroad tried to integrate dual channels,opening up new channel management strategy,but which had high failure rate,therefore,how to achieve the fusion process of dual marketing channels in line with company's actual situation becomes one of the most significant and meaningful problems in current research areas of apparel.This topic has sorted and filtered a large number of literature about dual channels research at home and abroad in recent years,and on this basis to understand the reality and the channel problem of domestic clothing brand,as a breakthrough point for thesis research.This paper adopts the brand apparel at home and abroad as a starting point,determining dual marketing channels of apparel goods as the research object,analyzing the factors which affect relationship of dual channels competition and cooperation,trying to solve the negative effect from the online and offline channels conflict competition and integrate the resources effect between two channels effectively.In conclusion,this topic analyzes from three aspects which contain the channel competition and cooperation relations for brand apparel,channel pricing and profit allocation.For apparel enterprises' offline and online marketing channel sell jointly,build competition and cooperation model within dual-channel by using the theory of differential equation(hereinafter referred to as coefficient model)and deduce the mathematical model of online and offline sales with cooperation coefficient.The paper also uses the dual-channel sales of brand A and brand B as the empirical data.The results show that,the dual-channel of brand A,store model for the policy and brand B,improved model for the policy,both are in a state of win-win cooperation.The cooperation model can measure the competition and cooperation relationship under online and offline channel of the brand clothing objectively.Finally,draw the dual-channel sales trend graphs of Brand A and Brand B combined with the model forecast toanalyze the integration strategy for apparel enterprises with online and offline channels,so as to provide reference for brand apparel enterprises during dual-channel integration management.The establishment of the online marketing channels for apparel enterprise makes competition and cooperation relationship of clothing multi-channel more complicated.By constructing decentralized decision-making model of apparel online and offline channels,analysis of channel pricing to the effect of relationship between channels,and according to the customer channel preference,channel service quality,customer travel cost and product logistics time,studying whose effects to prices and profits between apparel dual marketing channels.Results show that the clothing enterprises implement a low price strategy with the same price between online and offline channel,whose profits produce negative influence because of competition.To pursue cooperation consciousness on the basis of competition,it should improve the service level,transferring customer price sensitivity to the service sensitivity.Profit becomes the sole criterion for channel members participate in actively and collaborate arduous with each other.when profit allocation is not harmonious,the entire channel cooperation mechanism collapses,so it needs fine profit sharing mechanism.This paper established decision-making model and centralized decision-making model for channel supply chain containing apparel brand distributors,apparel entity distributors and apparel network distributors.Then it discussed bargaining strength of channel members how to affect their profit distribution,and established dual-channel profit allocation model based on three parties bargaining.Finally,it used Matlab software to carry on the numerical simulation.results show that their bargaining power can influence each other,and this model correctly allocate profit quota of the channel members.Study contents and future research direction was summarized and prospected at the end of subject.First of all,the same price strategy for online and offline channel is suitable for powerful traditional enterprises,but expect the situation that large-scale promotion leads to consistency of dual-channel price.Under this strategy,which requires the sales network of traditional enterprises constitute of branches rather than the dealer.In addition,all the stores are the requirement for direct-sale store rather than its franchisees.Generally,it needs strong control ability of traditional enterprise for offline channel.Second,through the nitegration of online and offline channel,clothing enterprises can make dual-channel complementary advantages,and establishreasonable profit allocation mechanism so as to promote initiatives of two channels,maximizing enterprise profits.Finally,some enterprises follow the model of successful enterprises,which results the loss,then blame for the validity of the model.The real reason is not the model which is successful,but is that apparel enterprises should find the own profit model,adding brand elements and network elements,attracting consumers who can based on the age of “internet+”.