Research On Countermeasures Of Marketing Channel Conflicts Of S Home Appliance Enterprises Under The Internet Background

With the increasingly fierce competition in the home appliance industry,marketing channels have become the magic weapon for home appliance enterprises to win.In the process of rapid development of e-commerce,household appliances enterprises need to make use of e-commerce channels to supplement effectively in addition to maintaining the traditional marketing channels that have already formed scale effect.With the rapid development of the Internet,more and more household appliances enterprises use multiple marketing channels at the same time,but there may be various conflicts in the process of the development of multi-channel model,especially online and offline channel conflicts occur frequently,which has buried a variety of hidden dangers for the development of enterprises,and is not conducive to the healthy growth of the market.As the market leader of hot water industry,S company has also encountered the problem of online and offline marketing channel conflict in its development.Because of its strategic objectives and long-term success of offline channels,online channels have been growing weakly.In today's new normal economic situation,offline channels have encountered a serious bottleneck,the future growth can only be through online channels,channel change will become the key to maintain its leading position in the next few years.Optimizing the channel structure of S company will help solve the problems faced by S's marketing channel.Based on the theories of channel management,channel conflict management and other domestic and foreign research,this paper further studies the channel conflict and control under the background of Internet,analyzes the marketing environment of S company and the development of multiple channels,analyzes the problems and reasons faced by S company in the development of marketing channels,and draws lessons from other domestic appliances.Manufacturer's on-line and off-line channel management,put forward S company's marketing channel optimization design methods and principles,analyzed the factors affecting S company's design of marketing channels,suggested S company should choose the combination of on-line and off-line marketing channels,gave S company's marketing channel implementation measures,and predicted the implementation strategy when The risks and precautions it will encounter.Finally,this paper summarizes and lists the optimization suggestions,and puts forward the shortcomings,as well as the follow-up areas for further study.It is hoped that this paper can give some inspiration to S Company and the household appliance enterprises which encounter similar problems in marketing channel optimization.