Management Research On Online-offline External Channel Conflict

With the rapid development of e-commerce and network technique,more and more enterprises sell their products to the consumer by the online channel,on the basis of the traditional offline channels.The purpose is to improve enterprise's sales performance,and get a healthy developed.However the e-commerce increases their sales continually,invading the market share of the offline channel constantly,this brings a huge impact to the offline channel.The traditional dealers hit electric business back,causing conflict between both sides.In reality,the conflict of online and offline channel is not absolute,we should base on the convenience of consumer shopping,integrate online and offline effectively.Only make organic,interactive online marketing channel is realistic.The paper On the basis of the relevant achievements such as comb channel types at home and abroad,Online external channel conflict theories,channel conflict management research,organizational change theory,the theory of business model,from the perspective of traditional offline dealers,and through the analysis of dealers at present business model,find out the problem of the existing business model,which discuss the future business model,and realize the change of dealers from sales to service functions.This paper adopts case study method,choose the Tianjin ROBAM as the research object,get the root of online outside the channel conflict;In view of the conflict resolution strategy at present stage;The trend of online and offline channels of external fusion;the resistance factors of Dealer role function reform.On the basis of case study,this paper analysis the Tianjin ROBAM existing business model in business model theory,finding out the existing business model and future online channels of external fusion trend does not match,Putting forward the new business model online fusion;Using Horizontal merger theory model proves the feasibility of online external channel integration,at the same time find out online channels of external fusion necessary conditions,establishing the future business model,achieve a win-win situation,thus fundamentally resolve the conflict,to the online outside ease propose appropriate management of channel conflict.