| Based on the phenomenon of Tsingtao Brewery,Mengniu Group,Yili Dairy and other large manufacturers changing the form of retail and using the "new retail" model,this article tries to explore the reasons why manufacturers use these new sales methods,the impact and the underlying influence mechanism of the "new retail" change on channel terminals on the manufacturers’ channel strategy.With doubts and reflections on these issues,I reviewed the literature on "new retail" and "marketing channel ",It is found from the review of the literature that most of the current researches focus on retail itself,and few researchers view "new retail" from the perspective of the manufacturers.Moreover,no scholars have systematically studied the impact of "new retail" on the manufacturer’s channel system.Based on this,after further refinement and focus,it is finally confirmed that the research theme of this article is the research on the impact mechanism of "new retail" on the marketing channel transformation of manufacturers.The research method adopted in this article is grounded theory.In practice,it is supplemented with Nvivo 11.0 software for collation,translation and analysis of materials and modeling.Grounded theory needs a lot of research data as support.I started to collect and organize the data from April 2018 to September 2019.Data collection was mainly based on first-hand interview materials,supplemented by secondary literature.There were 11 interviews during the period,and the primary interview text totaled more than 70,000 words.In addition to the second-hand materials,there were more than 100,000 words.The article adopts the programmatic grounded theory for coding,and according to the "open coding-axial coding-selective coding" operation process,the existing data is labeled,conceptualized,and categorized.After analysis,this paper extracts 203 tags,55 concepts,19 categories,6 main categories from the existing data and finds that the influence mechanism of "new retail" on marketing channel changes of manufacturers can be taken as the core category to lead the entire story line.Based on this,a theoretical model of "new retail" driving manufacturers to carry out marketing channel change is built,that is,"’new retail’--creating communication scenarios--capturing front-end data--digital operation of the supply chain--channel redesign--channel process reintegration--marketing channel transformation ".There is a detailed explanation of the model,including the connotation of each main category and its subsidiary categories,the interrelationships between the main categories,and the thinking logic and modeling basis of the entire model.Based on this,the modeling work of this article is completed,which enriches the theory of marketing channel transformation.Finally,according to the research results,on a series of practical problems encountered by the interviewees in the practice of "new retail",such as the poor effect of the transformation on the demand side,the difficulty in grasping the front-end data,the difficulty in mining the data value,and the channel re-design inducing channel conflicts,this paper advances some concrete countermeasures from four aspects of enhancing user experience,protecting user privacy,introducing and cultivating high-quality talents,and coordinating the relations among channel members,with a view to providing guidance for manufacturers’ marketing practice under the influence of "new retail". |
