双渠道模式下传统服装企业的渠道冲突与对策分析-analysis of channel conflicts and countermeasures of traditional clothing enterprises under dual channel mode.docxVIP

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。关键词：服装企业网络营销双渠道渠道冲突渠道管理AbstractTheinternettechnologyin21stcentury,ischangingpeoplesliveswithanexponentialgrowthrate.Withreadilyavailablenetworkandthesurroundingsmartphonesandtablets,peopleareexperiencinganunprecedentederaofinformationexchange,thee-commercewasthusbeingemerged.Theinteractiveplatformbetweenconsumersandbusinessesisabletobreakthroughtime,space,andgeographicallimitations,toachievereal-timeinformationaccessandtransmission.Officialwebsitecanbeestablishedforadvertising,displayandsalesofproducts.Soisthe3rd-partycommercechannelcanbeledtopurchasing.Theadvantagesofbeingconvenient,fast,wide-covered,easyaccessandenormousdataresources,attractingalargenumberoftraditionalgarmententerprisesturningfavorsofbuildinge-channels.Whilecomplementingtheprosandconsofdual-channelcommercemodel,thechannelconflictbetweene-commerceandtraditionalcommerceisinevitablyoccurred.Althoughtheconflicttosomeextentcouldhelpgarmententerprisesforgreaterchannelpowercontrol,andchannelimprovement.Howeverthefierceconflictinbetweencouldalsohaveenterprise’sinterestsjeopardized.Howtobettermanagedual-channelrelationshipsisthereforeacquiredmoreattention,aswellasbalancetheprosandconsofeachchannelforachievingwin-winscenario,isrighttothesubjectofthisdissertation.Basedontheresearchresultsrelatedtothistopicindomesticandabroaddomains,thispaperiscombinedthenutshellofthoseresearchedwiththecurrentdevelopmentstatusofgarmententerprisesinchannelmanagement,followedbyfurtherstudyonchannelconflictmanagementofthefollowingaspects:Introduct