ABSTRACT摘要
作为一种新的分销渠道,互联网渠道并没有很长一段时间的发展。但凭借其丰富的信息资源和通信速度快,网络渠道已取得了飞速发展的时间很短的时间,并已成为人们生活的一部分。不受时间和地域的限制,随着用户的大量结合,互联网渠道现在是一个糖,越来越多的企业想品尝,通过将互联网渠道对企业现有的销售渠道体系。但是,这些公司大多数都是靠支持传统的分销渠道,扩大市场份额。引入互联网渠道之后,很难保证没有传统的分销渠道和网络分销渠道之间的利益冲突。为了避免或减少消极影响分销渠道冲突将导致企业,应在企业走什么样的措施?本文试图探讨的方法来管理传统的分销渠道和网络分销渠道之间的矛盾,基于分销渠道冲突的研究和网络分销渠道在中国的家庭应用行业的特点上。As a new distribution channel, internet channel has not developed for a long time. But with its abundant information resources and fast communication speed, internet channel has achieved rapid development in a very short period of time and has become part of people’s lives. Without the limitation of time and region, combining with the huge amount of users, internet channel is now a sugar that more and more enterprises want to taste, by incorporating internet channel to the enterprise existing distribution channel system. But most of these companies are relying on the support of the traditional distribution channel to expand the market. After the introduction of internet channels, it is difficult to guarantee that there is not conflict of interest between the traditional distribution channels and internet distribution channels. In order to avoid or to reduce the negative impact that distribution channels conflict will cause to enterprises, what measures should the enterprises take? This article attempts to explore the methods to manage the conflicts between traditional distribution channels and internet distribution channels, based on the study of distribution channels conflict and the characteristics of internet distribution channels in China’s home application industry.
TABLE OF CONTENTS目录
ABSTRACT i
ACKNOWLEDGEMENT ii
DECLARATION iii
TABLE OF CONTENTS iv
LIST OF TABLES vii
LIST OF FIGURES viii
1 Introduction 1
1.1 Research Background 1
1.2 Research methods and theoretical tools 2
1.3 The structure of the article 4
2 Literature review 5
2.1 Definition of distribution channel conflict 5
2.2 Reasons for distribution channel conflict 6
2.3 Effects of distribution channel conflict 7
2.4 Management of distribution channel conflict 9
3 Internet distribution channel 11
3.1 Definition of internet distribution channel 11
3.2 Types of internet distribution channel 12
3.3 Characteristics of internet distribution channel 12
3.4 Comparison between internet and traditional distribution channel 14
4 Home appliance industry 17
4.1 The global home appliance industry 17
4.1.1 The
history of the development of global home appliance industry 17
4.1.2 The supply and demand of global home appliance industry 18
4.1.3 Characteristics of global home appliance industry 20
4.2 Home appliance industry in China 21
4.2.1 The development path of home appliance industry in China 21
4.2.2 SWOT analysis of home appliance industry in China 22
4.3 Current distribution channels of home appliance industry in China 30
5 Case studies 34
5.1 Haier 34
5.1.1 Introduction to Haier 34
5.1.2 SWOT analysis on Haier’s distribution channels 36
5.2 JD 45
5.2.1 Introduction to JD 45
5.2.2 SWOT analysis on JD 47
5.2.3 JD in the home appliance industry 58
5.3 Conclusions 59
6. Inter
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