Study Of The Conflicts Of Online Sale And Store Sale Channels

In recent years, with the rapid development of Internet technology and electronic technology, electronic commerce has been developed rapidly. However, with the development of electronic commerce platform and the advantages of online shopping, that makes the physical stores suffered an unprecedented blow and it also brings the problems of channel conflicts between the online store sale with the physical store sale. So, in this subject, the author puts the current status of mobile phone sales in China as a case, to study the current market conflicts between the online store and the physical store. First of all, the related theories about the electronic commerce and the channel conflicts were explained and analyzed in details,which include the concept and classification of the fuse channel conflicts. Secondly, by the detailed elaboration to the related theories, according to the theory, the author prompts further analysis on the conflicts of online store sale and physical store sale.And the analysis shows that the price gap, the distribution of interests conflict and resource inequality are obvious features of channel conflicts. What’s more, the author studies the reasons from all the causes and analyzes reasons of the channel conflicts Thirdly, in the process of the research the author uses the game theory to study on the online store sale and the physical store sale. Through a few typical models of game theory, that provides us valuable methods and introduction for the next channel conflicts’ management and measures to stop the channel conflicts. Finally, wish the thesis can bring certainly measures to solve the conflicts between the online store sale and the physical store sale, so as to promote China’s market economy develops healthily and smoothly.