线上线下外部渠道冲突管理研究——基于老板电器天津公司案例分析

Management Research on Online-Offline External Channel Conflict——A Case Study Based on Tianjin ROBAM

以渠道冲突理论和商业模式理论为基础,以老板电器天津公司为研究对象,围绕线上线下外部渠道冲突进行案例研究,分析了线上线下外部渠道冲突的根源;渠道冲突的表现形式;现阶段冲突的解决策略;商业模式变革的必要条件以及现有商业模式的问题。研究发现,构建新型商业模式,转变经销商角色,改变线下经销商的盈利模式,协调线上线下利润分配,可以从根本上解决线上线下外部渠道冲突,本文的研究发现为线上线下外部渠道冲突的管理提供了新方向。

Based on channel conflict theory and business model, we made a case study of the online-offline external channel conflict in Tianjin ROBAM. We analyzed the online source and type of conflict in the external channels, the conflict resolution strategy at present stage, the necessary conditions of business model change and the problems of existing business model. The study encourages to establish a new business model, change the dealer role, change the profit pattern ofoffline dealers, coordinate online profit distribution to solve online external channel conflict. This study offers a new direction for online-offline external channel conflict.