The Study On Omni-Channel Management Of LWJ

The researches on the channel management are a lots,such as the free riding in e-commerce,dual channel pricing strategy and coordination mechanism,the consumer channel switching behavior during dual channel;The trust crisis caused by the information gap between online and offline;how the multi channel integration and combination,the last mile distribution of the omni-channel retailing.This paper studies the development history of LWJ company,the path of channel transformation and the mode of channel operation,and analyzes the reasons why LWJ company adopts different channel modes at different stages.which from the aspects of production,price,place and promotion for the onmi-channel management to enhance the the whole marketing efficiency.LWJ is a Internet Co engaged in traditional industries,be the first company saling the custom made furniture by taobao.com in 2011,still acting in a diametrically opposite way from the online channel to offline while other industry bigwigs,such as Sofia Optima,to seize the online traffic in 2014,LWJ concentrating on offline channel from 2016.LWJ didn't miss any chances to develop which catching up with the Internet traffic bonus and be favor of the capital.Although LWJ seized the opportunities through the whole development,unfortunately it did not develop a qualitative leap in the industry even could not enter the top ten.Therefore,no matter from the academic research angle or the practical research significance,LWJ is a case worthy of research and analysis.The meaning of the paper is that can give inspiration to other enterprises by which analyzing the reasons which caused LWJ channel transformation,internal and external.