Research On Online And Offline Channel Integration Of Grinding Products Of V Company

With the development process of global economy and Internet,as well as the strong support of such macroeconomic development and policies,the emergence of"Internet+industry" makes the traditional marketing channels of coated abrasives industry face a bottleneck period of development.However,if we want to break through this bottleneck,we need to make use of environmental advantages to reasonably combine online and offline channels and give full play to the advantages of their respective channels.In this paper,V Company is taken as the specific research object,and channel integration strategy is designed from four dimensions of channel integration:consistency,sharing,collaboration and complementarity.Taking the current situation of grinding product marketing channel of V company as an example,questionnaire survey and in-depth interview were conducted.The theoretical significance of this paper is that it broadens the connotation of channel integration and expands the research and application of grinding product channel integration.The practical value lies in that the research results are beneficial to the company’s channel design.The research conclusion of this paper is of great significance to the integration of online and offline marketing channels of V Company and the establishment of differentiated competitive advantages in the field of grinding products.Meanwhile,it can also provide some enlightenment and reference for the channel optimization of the industry and coated abrasives industry.In this paper,customers of grinding products of V Company were taken as the investigation sample,and questionnaire outline was designed,distributed and collected through "questionnaire star".Questionnaires were distributed through wechat customer groups of the enterprise.A total of 263 questionnaires were collected,and 244 were effectively recovered except for non-standard filling,with an effective recovery rate of 92.8%.At the same time,the general manager,marketing director,sales director,e-commerce department director and salesmen were taken as interviewees to comprehensively understand the problems existing in V company’s current marketing channels,including the current channel status and the focus and direction of channel construction.Through the analysis of questionnaires and interviews,it can be seen that these problems are significant.For example,V company’s grinding products online and offline shopping experience is not consistent,including price system chaos,service image difference,service level is uneven;Information fragmentation of online and offline channels,including inventory information "information island",offline exclusion of online orders,online logistics delivery lag;The coordination between online and offline channels is low,including the confusion of product catalog,solidified transportation mode and blocked channel information;Online and offline channels are seriously stripped of functions and services,including independent order execution,customer service fragmentation,lack of experiential services and so on.According to the comprehensive problems of marketing channels of GRINDING products of V Company,four suggestions are put forward for improvement.First,to strengthen the consistency of purchasing experience in online and offline channels:to ensure the consistency of price,service image and service level;Second,realize online and offline channel information sharing:inventory information sharing,order information sharing,logistics information sharing;Third,strengthen the coordination of online and offline channel sales:enhance the coordination of ordering,order distribution and service;Fourth,the online and offline channels complement each other in functions and services:order fulfillment,customer service and experience service.There are three main deficiencies in this paper:In the first paper,the survey scope of the questionnaire is narrow and the sample size is insufficient,and only the existing customer groups of V company are selected as the survey objects;Second,sharing dimension integration strategy ignores technical support;The third one only focuses on the marketing channels of V company without making a comparison between the same industry and different regions.