Research On X Company's Online And Offline Channel Conflicts And Process Optimization

In this paper,from the perspective of "Customer Satisfaction Evaluation" and "Manager's Internal Cognition",we make a full investigation,diagnose the causes of the channel conflict caused by the new Internet direct supply business of traditional semiconductor enterprises and study the Internet channel conflict management strategy.On this basis,this paper puts forward optimization suggestions for the existing direct supply platform business process and carries out preliminary implementation with obvious results.X company is a typical American semiconductor company.With the increasingly fierce competition environment,in order to maintain high growth rate and gross profit margin,Company X has adopted a series of measures including mergers and acquisitions,reorganization of redundant business and adjustment of distributions.Among them,strengthening the direct supply of products and promoting the online business is an important part of adjusting the distribution channel strategy.This article firstly cuts in from the perspective of customer perception.By investigating the customer's satisfaction with the relevant indicators of the Internet direct supply platform,it finds the indicators that are important to the customer but not high in satisfaction-prices and business processes.On this basis,this article further cuts in from the perspective of the manager,conducts detailed investigations,and finds the reasons for the internal management of the enterprise caused by price problems and business process problems.The price problem is caused by malicious competition and random quotation in offline channels,and the root cause is the lack of corporate Internet channel control;business process problems mainly focus on the cumbersome registration of new customers and the low efficiency of new customer inquiry,and the root cause lies in the corporate Internet Business processes are born with offline business experience,lacking flexibility and operability.Aiming at the problem of channel management,this paper analyzes the possible conflicts between the Internet direct supply platform and the existing agency distribution system.Based on the four-step conflict resolution method,the Internet channel management strategy is proposed.At the same time,in order to better solve the conflicts of Internet channels,this article combs the business process and puts forward some suggestions for optimization.These suggestions have been adopted by enterprises and carried out preliminary implementation,with remarkable results.In this article,the channel conflict management and business process optimization of the online platform provide constructive suggestions for the company's future development,and at the same time provide a reference for other semiconductor manufacturers to establish online direct channel.