服装企业线上线下渠道的根源性冲突研究

Research on Root Causes of Online-Offline Channel Conflicts in Clothing Enterprises

服装线上线下渠道冲突问题是服装企业渠道管理的一项重要内容,研究目的在于探究服装线上线下渠道冲突的根源。通过对服装行业从业人员的问卷调查,将造成服装企业线上线下渠道冲突的根源归为三大类:领域重叠、目标不一致和感知差异。首先运用SPSS软件对问卷进行了信度分析,剔除多余项之后信度为0.827,证明问卷具有良好的信度。然后对收集到的问卷进行效度分析,用KMO样本检验和巴特莱特球形检验,KMO值为0.851,显著性概率为0.000,说明问卷适合做因子分析。最后,通过因子分析和描述性统计分析对假设进行了验证,并据此提出相关的管理建议。

Online-offline channel conflict issue in clothing industry is an important content of channel management by clothing enterprises. This paper aims to explore the root causes of online-offline channel conflict. Through questionnaire survey of employees in clothing industry, the root causes of online-off line channel conflict are classified into three categories： field overlap, target inconsistence and differences in perception. Firstly, SPP software is adopted for reliability analysis of the questionnaires. After unnecessary items are rejected, the unnecessary is 0. 827. This shows the questionnaire has a good reliability. Then, KMO sample test and Bartlett sphericity test are used to carry out validity analysis of the questionnaires collected. KMO value is 0. 851 and the significance probability is 0. 000. This indicates that the questionnaire is suitable for factor analysis. Finally, this paper verifies the hypothesis through factor analysis and descriptive statistical analysis and puts forward relevant management suggestions.