The Study On Problem Of Online-offline Marketing Channel Conflict Of Li Ning Company

With the Internet era into the 21 st century,consumer spending habits and preferences are changing with the progress of network technology.Many companies have opened up through the network online marketing channels.The development of online marketing channels means that the market has entered the era of multiple marketing channel system-the whole channel system era.In the context of the whole channel system,because of the different characteristics of different channel systems,and have a different marketing model and management methods,different special assets investment and different trading methods and costs.Once the marketing channel model backward,grasp the lack of market capacity and improper management is likely to lead to opportunistic behavior and trading relationship deteriorated.Leading to multi-channel systems within the channel members of the transaction costs and interests are damaged.It is easy to cause the conflict between different marketing channels.Based on the theory of transaction costs,this paper analyzes the conflict between the online and offline marketing channels of Li Ning Company,then analyzes the problem and causes of the conflict between the online and offline marketing channels of Li Ning Company.Through the rational planning of limited channel resources,to activate the offline channel;integration of online and offline marketing channels;to build information,benefit-sharing strategic partnership-based channel system,put forward the solution to the current situation.So as to maintain the sustainable development of Li Ning Company's national brand enterprises in the competition with many domestic and foreign rivals,and also hope to provide some reference for other enterprises.