MBA论文：英国MBA论文：From the perspective of channel coordination to stud.docx

MBA论文：英国MBA论文：From the perspective of channel coordination to stud  Abstract摘要  本文的研究目的是以中国苏宁电器为例，从渠道协调的角度研究苏宁电器线上线下渠道结合的营销策略。本文以多渠道销售理论、渠道冲突理论、渠道协调理论和4P营销理论为基础，构建了本文的理论基础。本文采用定量研究的方法，通过问卷收集数据，采用描述性统计和相关统计的方法对141份问卷的数据进行分析。t检验和相关分析表明，苏宁线上渠道消费者对产品策略、价格策略和促销策略的满意度显著高于线下渠道，表明消费者更愿意在网上购买产品，这一点得到了证实。苏宁线上线下渠道存在一定程度的冲突。在相关研究和数据的基础上，对问卷调查结果进行了分析，认为线上线下渠道在产品策略、价格策略和促销策略上的不一致是造成苏宁线下冲突的重要原因之一。g.苏宁采取了这种不一致的策略，因为苏宁的目标是应对竞争对手的挑战，更好地满足消费者的需求，这种不一致增加了苏宁在线渠道的销售，但对苏宁的线下销售产生了负面影响。综上所述，苏宁线上线下渠道的产品、价格、促销策略配合不好，导致渠道冲突现象。最后从产品、价格和促销策略三个方面，对苏宁如何处理线上和线下渠道协调提出了建议。 The research aim of this dissertation was to take Suning Appliance in China as an example to study the marketing strategy of combining its online and offline channels from the perspective of channel coordination. This dissertation was based on multichannel sales theory, channel conflict theory, channel coordination theory and 4P marketing theory to build the theoretical basis of this dissertation. In this dissertation, quantitative research methods were used, through questionnaires to collect data, using descriptive statistics and correlation statistics method to analyze the data of 141 copies of questionnaires. T-test and correlation analysis showed that consumers satisfaction with product strategy, price strategy and promotion strategy of Suning’s online channels was significantly higher than that of the offline channels, indicating that consumers were more willing to buy products online, which proved that there was a certain degree of conflicts between Suning’s online and offline channels. Based on the relevant research and data, the author analyzed the results of the questionnaire and concluded that the inconsistency of the online and offline channels in product strategy, price strategy and promotion strategy was one of the important reasons for the online-offline conflicts in Suning. Suning adopted this inconsistent strategy because Suning aimed to meet the challenges of competitors and better meet what con