| In recent years,with the impact of e-commerce platforms,the performance of traditional clothing enterprises has continued to decline,especially the outbreak of the novel coronavirus epidemic,accelerating the change of the pattern of the clothing market,forcing enterprises to rethink and integrate existing channels,and seek new transformation directions.In this context,traditional clothing enterprises have developed online channels to seek omnichannel transformation.However,due to the lack of a good collaborative plan for the operation of all channels and the independence of channels,enterprises still face a series of obstacles and difficulties in the process of omnichannel management.How to achieve omnichannel development is an urgent problem that traditional clothing enterprises need to solve.This paper takes Company E as a case study.First,through external macro-environment analysis,competitive environment analysis,internal sales,channel status analysis and SWOT analysis,this paper fully understands the situation faced by Company E in the Chinese market,and finds that the main reason for the decline in its total sales performance is the existing problems in channel management,so as to determine the direction for the research of this paper.Secondly,through questionnaire survey,we understand the consumption habits of external consumers and their preferences for E Company’s channel products,prices and promotions,and interview the views of internal channel managers and sales staff on channel management issues,so as to find out the specific problems of channel management,including unclear channel positioning,conflicts between channels and inadequate management of channel members.The main causes of the problem are that E Company has weak control over channels,does not pay attention to channel conflicts and the existing channel member management system is not perfect.Finally,based on the analysis results,this paper puts forward the optimization plan and safeguard measures for the specific problems of E Company,and takes them as the research conclusion of this paper.The research conclusions of this paper are as follows: First,by combing product positioning and matching online and offline channels according to products,Company E can ensure that channel selection does not deviate from product positioning and effectively solve the problem of unclear channels.Secondly,the existing channel conflict problem can be effectively solved by establishing the mechanism of channel conflict resolution and formulating the standards of channel conflict resolution,including the unified price application benchmark and the establishment of promotion evaluation standards.Finally,through the establishment of channel management mechanism,clear channel management responsibilities of each department,so as to better identify channel problems and manage channel members.At the same time,through setting up the performance evaluation of channel members and increasing the incentive of channel members to improve the channel control,so as to improve the management system of channel members.In order to further guarantee the effective implementation of the strategy,this paper finally puts forward the safeguard measures from four aspects: strategy,finance,talent and technology.The research of this paper can help E company effectively solve the existing channel management problems,so as to improve sales performance and cope with the changes of the new market environment.In addition,as one of the first foreign-funded enterprises to enter the Chinese market,E Company has certain visibility and influence in the Chinese clothing market.Therefore,the strategies proposed in this paper for the optimization of E company’s channel management are also worthy of reference by other enterprises. |
