A Study On The Countermeasures Of The Conflicts Between On-line And Off-line Channels Of Internet Card In Telecom Enterprises

With the change of marketing environment and the increasingly fierce market competition,solving the conflicts of interest of Internet card marketing channel has become a bottleneck in the development of telecom industry.Based on the analysis of the current situation of the distribution channels of wireless network cards in telecommunication enterprises,this paper takes the conflict between the above and the offline channels of the real middle line as the starting point,and constructs the conflict model of the above and off line channels.Through questionnaire investigation and mathematical statistics analysis,the model is further proved to be scientific and reasonable.On the basis of the game analysis of the competition between the online and offline channels of Internet card,the paper puts forward the improvement of the online and offline channel impact of Internet card for telecom operators.An abrupt response.Through the research,the following conclusions are drawn:First of all,this thesis expounds the background of the conflict between online and offline marketing channels of telecom industry,the related factors,causes,performance and influence factors of online and offline marketing channel conflicts.The conflicts between online and off-line channels of Internet card in telecom industry are as follows: price war between online and offline,free rider from line to line,competition for resources between online and offline channels,difficulty in forming joint forces between online and offline channels,and lack of trust between on-line and off-line members.For telecom operators,conflicts between online and off-line marketing channels in the telecommunications industry will affect the integrity of telecom operators,leading to a decline in the image in the minds of consumers and increasing the management costs of telecom operators.Reducing the distributor's loyalty and satisfaction to the telecom operator's brand will lead to the consumer's trust and loyalty to the brand,thus losing the loyal customers Secondly,the paper constructs the structure equation model of the conflict between the Internet card line and the off-line channel of telecom enterprise,which contains 10 latent variables and 28 observation variables,and puts forward the research hypothesis.Through the design of the questionnaire,the reliability and validity of the model are tested.The fitting index test of the model verifies the rationality of the model.At the same time,it is found that the perceived difference between the channel members on and off the line of telecom enterprises will not directly lead to price war.Free rider between on-line and off-line channel members in telecom enterprises will not be directly produced Negative impact,the telecommunications enterprise line and off-line channel members of the price war will have a negative impact.Finally,based on the choice of product life cycle and market segmentation channel,a vertical integration pricing strategy is put forward around achieving the overall sales growth of the channel.And how to strengthen the understanding of channel conflict,eliminate the misunderstanding of channel conflict,promote channel members' communication and reasonable conflict management,realize the unification of online and offline products,and realize the differentiation of brands and products.Three-dimensional promotion rich consumer experience and so on proposed the countermeasure.Through the research of this paper,the model of conflict between online and offline channels is constructed,and the conflict sources and enterprises are considered in depth,and the product life cycle and market segmentation are put forward.The strategies of channel integration in the aspects of management and channel management can be used for reference for telecom enterprises to realize the optimal allocation of online and offline channels and the rational use of resources.