The Research On Dual Channel Marketing Strategy Of Business Casual Men's Clothing

With the growing network channels and the more popular online shopping,the environment of the domestic clothing market has undergone tremendous changes.The fusion of online and offline retail has been accelerated and the consumption of consumers has been diversified,so the traditional men's clothing company must open up the links of online and offline through the channel construction.Then the company will achieve the operation of dual channel and provide more choice and more convenient shopping experience for consumers.However the problem about the dual channel conflict and how optimize more the channel structure of company to reach the win-win situation comes behind.Many men's clothing company have been puzzled by those problem.First of all,the models and the conflict of the marketing channel between traditional Offline and Online are studied and summarized.Thereby,the type,,performance and root cause of the dual channel conflict on business casual men's clothing are deeply analyzed.Secondly,the market situation and the development trend of the retail terminal of domestic business casual men's clothing are analyzed.Using the SWOT method,comparative analysis of the advantages and disadvantages on the retail terminal channels of men 's online and offline.Then the men's consumer information such as consumption motives and willingness about buying business casual men's clothing in the traditional physical store retail terminal and network retail terminal is acquired through questionnaires.The behavior and psychology of the consumers are cross-analyzed and factor-analyzed by SPSS software,and the online and offline channel conflict is analyzed deeply based on consumer perception and their own characteristics of physical stores and online shops.By way of market researching the three representative business casual men 's clothing company,their channel construction in recent years is analyzed.Finally,the strategy of dual channel is proposed,then it will be used for reference on aspects that men's brand online and offline retail terminal how to deploy and how to integrate men's business optimization channel conflict.