Research On The Implementation Mechanism And Impact Of Online And Offline Channel Synergy

In recent years,scholars began to focus on strategy,marketing and other fields.Strategic orientation can not only clarify the position of enterprises in the market,clear the development goals of enterprises,and provide decision-making basis for the long-term development of enterprises,but also the external performance of enterprise value,so that enterprises can achieve excellent performance and sustainable development.According to different studies,the relationship between corporate strategy and corporate performance is controversial,most scholars think it has a positive role in promoting,but some people think that the relationship between them is not significant,even plays a negative role.At present,there are a lot of researches on the relationship between strategic orientation and corporate performance,but there is a lack of research on how to influence and through what.In the past,the research on multi-channel collaborative strategy mainly focused on the individual level,such as customer preference,fairness perception,and customer satisfaction;lack of research on multi-channel collaborative strategy from the enterprise level.This paper makes a theoretical review and literature review of market orientation,entrepreneurship orientation,multi-channel collaborative strategy,corporate performance and market competition intensity,including the connotation of each variable,the division of dimensions and the previous research content of different variables.On this basis,it puts forward a research model with strategy orientation(market orientation,entrepreneurship orientation)as the antecedent variable,enterprise performance as the outcome variable,multi-channel collaborative strategy as the intermediary variable,and market competition intensity as the regulating variable.In addition,this paper issues questionnaires to managers with multiple marketing channels in traditional industries,then collects the questionnaires and conducts reliability and validity analysis,and finally conducts structural equation model and regression analysis,and draws the following conclusions: market-oriented and entrepreneurship oriented can promote enterprise performance;multi-channel collaborative strategy in strategic orientation(market-oriented and entrepreneurship oriented)can promote enterprise performance Market competition intensity plays a moderating role in the relationship between strategic orientation(market orientation,entrepreneurship orientation)and enterprise performance.Finally,according to the research situation,the paper puts forward the research deficiencies and future prospects.