双渠道模式下传统服装企业的渠道冲突与对策研究

发布时间：2017-12-27 09:23

本文关键词：双渠道模式下传统服装企业的渠道冲突与对策研究　出处：《西南科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：21世纪的今天,互联网技术正以指数级的发展速度改变着人们的生活习惯,从随时可供使用的无线宽带网络到随处可见的智能手机,人们在经历前所未有的信息交换时代的同时,网络营销由此诞生。消费者与企业之间所建立的沟通互动平台能够突破时间、空间以及地域的限制,实现实时的信息获取与传输。企业可以通过建立官网发布广告、展示以及出售产品,或通过网络间接营销渠道完成产品销售。正是由于网络营销所拥有的便捷、迅速、覆盖广、门槛低以及数据资源等特点,吸引着大量的传统服装企业转而对网络渠道的开发。这种由传统营销渠道与网络营销渠道同时运行的双渠道营销模式在实现优势互补的同时,也不可避免地引发了渠道冲突。尽管渠道间的相互竞争在一定程度上帮助服装企业获得更大的渠道控制力,提高渠道经营质量,然而当渠道间竞争引发激烈矛盾时,服装企业的利益将最终受到侵害。因此,如何管理好双渠道间的渠道关系,扬长避短,优势互补,实现共赢,将是一个值得仔细揣摩的问题,这也正是本文将要研究的主题。本文对于此主题相关的国内外研究成果进行归类与梳理,并对国内外研究的特点进行总结与评述,在此理论基础上结合目前服装企业营销渠道的发展现状,理论结合实际,进而对互联网时代下的渠道冲突管理进行以下几方面的讨论:首先,针对网络营销渠道权力结构的特征进行研究。从渠道成员间权力模型着手,分析网络环境下渠道各成员的变化趋势,即消费者、传统分销商、网络中间商的渠道权力变化,进一步说明基于服装网购的兴起而引出的营销渠道权力的发展变化,对于传统服装企业重新定位渠道管理策略的必要性。其次,针对传统服装企业的双渠道冲突进行分析。首先定位服装企业所开展的网络营销与传统营销的双渠道模式,列举出内外部渠道冲突的四大类型、引发冲突的原因以及由此带来的影响,进一步引申出合理平衡各渠道间的利益关系而达到双赢的重要性。进而,提出传统服装企业在双渠道模式下的渠道冲突管理策略。提出外部渠道冲突的共赢管理策略,包括品牌差异化、产品差异化、价格差异化、渠道冲突整合,以及针对内部渠道冲突的内部整合策略,包括建立组织高级目标、加强渠道组织成员间的沟通、规范渠道组织成员行为,建立渠道管理机制。最后,以中国知名时尚服装品牌太平鸟(PeaceBird)的双渠道管理案例研究为参照,将本文所探讨的双渠道的冲突、冲突管理体现到实际案例中,进一步为现代传统服装企业如何发展网络营销渠道,以及如何解决由此带来的与传统营销渠道的冲突提供借鉴。本文旨在通过对双渠道营销模式下的渠道冲突与管理的初步研究,为我国网络时代的传统服装企业如何发展双渠道并实现共赢提出建议与参考。
[Abstract]:In twenty-first Century, the Internet technology is to speed the development of exponentially changing people's habits, from wireless broadband network is readily available to the ubiquitous intelligent mobile phone, the experience of people in the age of hitherto unknown information exchange at the same time, the birth of network marketing. The platform of communication and interaction between consumers and enterprises can break through the restrictions of time, space and region, so as to achieve real-time information acquisition and transmission. Enterprises can publish advertisements, display and sell products by establishing official networks, or complete product sales through network indirect marketing channels. It is because of the convenience, speed, wide coverage, low threshold and data resources that network marketing has attracted a large number of traditional garment enterprises to turn to the development of network channels. This dual channel marketing mode, which runs simultaneously through traditional marketing channels and online marketing channels, inevitably brings about channel conflict while achieving complementary advantages. Although competition among channels helps garment enterprises to gain greater channel control and improve the quality of channel management, the interests of garment enterprises will be violated eventually when fierce competition arises between channels. Therefore, how to manage the channel relationship between two channels, enhance strengths and circumvent weaknesses, complement each other and achieve win-win results is a problem worthy of careful consideration, which is the theme of this paper. This paper classifies and combing the domestic related research results on this topic, the characteristics and the research at home and abroad are summarized and evaluated, on the basis of the theory combined with the current development of clothing enterprise marketing channel at present, combining theory and practice, discuss the channel conflict management of the Internet era are the following: firstly, to study on characteristics of the network marketing channel power structure. Proceed from the channel members the power model, the changing trend of the members under the network environment of the channel, channel power change: consumers, distributors, traditional network intermediaries, further explains the development and changes of clothing online shopping based on the lead rise of marketing channel power, the necessity of traditional clothing enterprises re positioning channel management strategy. Secondly, it analyzes the dual channel conflict in traditional garment enterprises. The first positioning garment enterprises carried out by the network marketing and traditional marketing in dual channel mode, lists four types, internal and external reasons of channel conflict conflict as well as the impact and importance of further extending a reasonable balance between the channels of interests and achieve a win-win. Then, it puts forward the channel conflict management strategy of the traditional garment enterprises under the dual channel mode. A win-win management strategy proposed external channel conflict, including brand differentiation, product differentiation, price differentiation, channel conflict and integration, aiming at the internal channel conflict of internal integration strategy, including the establishment of high-level goals, organization to strengthen the channels of communication between members and organization members of the organization to establish standardized channel behavior, channel management mechanism. Finally, to China well-known fashion brand peacebird (PeaceBird) case study of double channel management for reference, this paper discusses the dual channel conflict, conflict management to reflect the actual cases, how to further development of network marketing channels of modern traditional clothing enterprises, and how to solve the resulting conflict with the traditional marketing channels provide reference. The purpose of this paper is to provide suggestions and references for traditional garment enterprises in the Internet age to develop dual channels and achieve win-win results through a preliminary study of channel conflict and management under dual channel marketing mode.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.86

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