A Case Study On The Distribution Channel Collaboration Of Regional Brand Underwear Specialized Wholesale And Retail Mall

In modern commerce,the competition between distribution channels has become the focus of enterprise competition,especially for enterprises with distribution channels as the main competitive resources,whether the distribution channels are smooth and efficient,closely related to enterprise product sales,directly related to the sustainable operation of enterprises.Distribution channel coordination as an effective way to promote channel members to coordinate and work together to improve the overall competitiveness of distribution channels has been adopted by more and more enterprises in distribution channel management.In recent years,domestic and foreign experts have carried out a series of research on distribution channel coordination,but their research focus has always been to analyze the distribution channel synergy from the operational level.Less involved in the strategic and operational level of distribution channel synergy analysis,especially for the specific case based enterprises,combined with the strategic level,the cultural level,the cooperative and operational level of distribution channel synergy research should be further explored.In this paper,the background of the research is focused on the regional brand underwear specialized batch market under the new economic situation.The HB shopping mall and 9 brand underwear dealers are taken as the research objects,and the standard case study paradigm is adopted.This paper discusses the influence mechanism of distribution channel coordination in different channel relationships.Firstly,this paper reviews the existing literature on distribution channel coordination and its influence,and excavates the research direction and research framework of this paper.Choosing the normative case study paradigm,using qualitative analysis method,according to the distribution channel relationship in different life stages,to verify and analyze the distribution channel co-influence factors one by one.Finally,To explore the influence mechanism of distribution channel coordination of regional brand underwear specialized batch and zero shopping mall.The results show that,first,there are significant differences in the factors that affect the coordination of distribution channels in regional brand underwear specialized batch stores,including strategic factors,cultural factors,cooperation factors and operational factors.Secondly,there are significant differences in distribution channel coordination among different stages of distribution channel relationship,and strategic factors mainly affect distribution channel coordination in the forming stage.Cultural factors become the dominant factors in the mature stage,cooperative factors become the decisive factors in the recession stage,and the operational factors affect the coordination of distribution channels in the mature stage and the declining stage.Thirdly,the factors that influence the coordination of distribution channels of regional brand underwear specialized batches and stores have significant differences in different stages of distribution channel relationship,and affect the enthusiasm of cooperating members in the forming stage.The efficiency of distribution channel coordination is affected by maturity and recession.