李宁公司线上线下营销渠道冲突问题研究

发布时间：2018-03-31 18:24

本文选题：线上营销渠道　切入点：线下营销渠道　出处：《广东财经大学》2017年硕士论文

【摘要】：随着步入二十一世纪的互联时代,消费者的消费习惯和偏好正随着网络技术的进步而改变。许多企业纷纷通过网络开辟了线上营销渠道。线上营销渠道的开辟意味着市场进入了多重营销渠道体系时代——全渠道体系时代。在全渠道体系背景下,因不同渠道体系间的特性不同,而有着不同的营销模式和管理方式、不同的专用性资产投入和不同的交易方式和成本等。一旦营销渠道模式落后、把握市场能力不足和管理不当很容易引发机会主义行为和交易关系恶化,导致多重渠道体系内的渠道成员的事前与事后交易成本上升和利益受损,很容易引起不同营销渠道之间的冲突。本文以国内体育用品商李宁公司为例,以交易成本理论为基础对李宁公司现有的线上和线下不同营销渠道体系之间的冲突问题和原因进行解析。通过对有限渠道资源的合理规划,激活线下渠道活力;整合线上和线下营销渠道;共建信息、利益共享的战略伙伴关系式全渠道体系,提出符合现状的解决策略。以此在与国内外众多竞争对手的竞争中维持李宁公司这个民族品牌企业的可持续性发展,同时也希望为相关的其他企业提供一定的借鉴意义。
[Abstract]:As we step into the era of interconnection in the 21 century, Consumers' consumption habits and preferences are changing with the progress of network technology. Many enterprises have opened up online marketing channels through the network. The opening of online marketing channels means that the market has entered multiple marketing channels system. Time-the age of the whole channel system. In the context of the whole channel system, Because of the different characteristics of different channel systems, there are different marketing modes and management modes, different investment of special assets, different ways of transaction and cost, etc. Once the marketing channel mode falls behind, Lack of market ability and improper management can easily lead to the deterioration of opportunistic behavior and transaction relationship, which leads to the increase of the transaction cost and the loss of interests of the channel members in the multi-channel system before and after the transaction. It is easy to cause conflicts between different marketing channels. This paper takes Li Ning Company, a domestic sportswear company, as an example. Based on the transaction cost theory, this paper analyzes the conflict problems and causes between the existing online and offline marketing channel systems of Li Ning Company. Through the rational planning of the limited channel resources, it activates the channel vitality below the line. Integrate online and offline marketing channels; build information, benefit sharing, strategic partnership of the full channel system, In order to maintain the sustainable development of Li Ning as a national brand enterprise in the competition with many domestic and foreign competitors, this paper also hopes to provide some reference for other related enterprises.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.86

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