Research On Channel Conflict And Management Under O2O Of Company D

With the rapid development of domestic e-commerce in recent years,a large number of traditional clothing companies treated this as business opportunities,and begining the business model of E-commerce.D company begin to apply the e-commerce mode in a early stage in 2012 and fully use the O2 O mode in 2014.Now D company is the top level of e-commerce in fashion industry.To research the D company e-commerce is very valuable to the whole fashion industry.The most important and urgent things is to resolve the channel conflict between the tradition channel and new O2 O marketing channel during the e-commerce development of D company,which is already restricted the development of e-commerce development.There will be practical value if we study on these problems.This paper studies the channel management of D company under the O2 O model which is based on the view of channel conflict.This paper raised the solution of channel conflict and improve the channel management through research D companies' current model of marketing,traditional channels situation and with a comprehensive analysis of channel conflict problem and reason that under O2 O mode.The conclusion is that the channel conflict are mainly about the conflict between online channel and offline channel which focus on product supply,same product price,illegal franchise online shop,revenue,promotion and customers through the analysis.This paper proposed four directions and one basis about channel conflict management-adjust the channel assessment for the distribution of benefits and membership system upgrades,channel operational standardization,establish channel communication mechanism,and one basis-optimization of information technology.The most important and need to be deep developed is the adjustment the channel assessment for the distribution of benefits and membership system upgrade.