The Mechanism Of Channel Conflict And Synergy Of Home Appliance Retailers' Online And Offline

In recent years,with the application and popularization of Internet,online retail has become a force that can not be ignored in the retail industry.Multi-channel retailing that combined with physical stores and online channels has become the direction of the global retail industry.But due to the lack of relevant experience,enterprises have encountered many problems in the process of business development:the flow of some e-commerce sites is scarce,the offline stores have no customers,different channels always have the price war.The two channels online and offline not only have no positive interaction,even have a negative impact.Therefore,how can the traditional retail combined with e-commerce better,how to deal with the relationship between online and offline channels correctly,these problems have great significance to maximize the overall interests of retailers.This paper focused on the above questions and based on the literature research,using exploratory.case study to analyze the conflict and strategy in the process of Suning and Gome in multi-channel management,proposed the mechanism of channel conflict and synergy model by grounded theory.This study found that:First,the traditional retail enterprises encounter different conflicts when carrying out the multi-channel operation.According to different sources,the conflicts can be divided into four categories:the conflicts of concept,the conflicts of operation process,the conflicts of operation guarantee and the conflicts of marketing strategy.Second,the channel conflict and synergy policy have time dependence which means the different stages of channel conflict and synergy policy are different.At the early development of online channels,conceptional conflict is the biggest problem of enterprise,followed by the organizational problems.At the medium-term development of online channels,the operational aspect is the biggest problem,including:operation strategy,store construction and service strategy.At the same time,price strategy,staffing,infrastructure and performance appraisal system are also very important.After a period of online channel development,the conflicts are basically solved,consolidating the achievements are the main work of enterprise.Third,the enterprise will adopt the corresponding strategy to solve the channel conflict,some of the strategies has a surplus.Facing the conceptional conflict,the enterprise can give the staff training,change the enterprise culture appropriately to make employees to adapt to the development of the times quickly.Facing the conflicts of operation process,enterprises must unify the online and offline,sharing of information of goods,logistics,services and so on;develop the function of store,connect online and offline better;in the aspect of service strategy,enterprise should enhance the logistics,customer service of e-commerce platform to improve the user experience.Facing the conflicts of operation guarantee,firstly,enterprise must have professionals to operate e-business,clear the status of the online channel in the early stages,let the organization become diverse and flexible.In the aspect of infrastructure,enterprise must strengthen the perf-ormance of front stage and back stage.In terms of performance appraisal,enterprise can consider the assessment methods that "where the sales occurred,where the commissions are".Facing the conflicts of marketing strategy,enterprise can use modern marketing tools like social marketing,network marketing and so on.In the aspect of price,the enterprise can consider that same products from different channels with consistent price or low price to avoid unnecessary conflict.This article analyze the case company's channel conflict deeply.On the one hand,combed the relevant views of channel theory,construct the mechanism of channel conflict and synergy model.On the other hand,increase the research of Chinese specific network economy,providing a certain reference value for the current retail business transformation.