A Case Study On The Influencing Factors And Mechanism Of Omni-channel Collaboration In Regional Mobile Phone Chain Retail Enterprises Under The New Retail Background

Since the 1990 s,the popularity of the Internet has allowed a large number of e-commerce retail channels to develop rapidly.After 2011,the application of smart phones and mobile Internet has led to the rapid rise of mobile e-commerce,and the diversification of network channels has caused a substantial impact on physical channels.The impact of online channels and rising rental costs have made the growth of physical channels sluggish,and online retail has become an important area for traditional physical retail to expand market share.At the same time,the critical crisis of trust,poor logistics,and difficult profitability of online channels have not been effectively resolved,forcing pure e-commerce companies to extend their reach offline.Under this circumstance,an omni-channel retail model combining physical channels and online channels has emerged.There are two main approaches to the research of channel synergy in academia:one is external channel collaboration involving multiple channel vendors,and the other is internal channel collaboration involving single enterprise entity channels and network channels.Summarizing the past,although the academic community has begun to attach importance to the research of channel synergy,relatively little research has been done on the factors affecting channel synergy and its mechanism of action.On the other hand,most of the previous researches related to the influence factors of channel synergy have carried out in-depth dimensional analysis,and less involved the dynamic evolution process of influence factors.Based on the research done by scholars in the industry,this study follows the normative case study paradigm,and takes regional mobile phone chain retail companies as the research object,attempts to deeply study the influencing factors andeffects of omni-channel synergy in different stages of intra-channel synergy evolution mechanism.First of all,this research summarizes the research results of channel collaboration in academia,and puts forward the research ideas and theoretical framework of this article.Second,this research selects typical cases and uses standard case study methods to analyze sample cases,at the same time uses qualitative research methods to analyze the existence of factors,co-occurrence coefficients,and impact paths of omni-channel synergy influence factors at different stages of channel co-evolution.Finally,the related research results of the influencing factors and the mechanism of omni-channel collaboration of regional mobile phone chain retail enterprises are obtained.There are three theoretical findings in this study.First,there are significant differences between the factors affecting the omni-channel collaboration of regional mobile phone chain retail enterprises,including the four dimensions of strategic positioning,operational processes,marketing strategies,and operational guarantees.Second,the regional mobile chain retail omni-channel collaboration influencing factors have significant differences in the different stages of the collaborative evolution of the channel.The strategic positioning dimension is the main influencing factor in the market exploration stage,the operating process dimension is the main influencing factor in the channel development stage,and the operational guarantee dimension is the main influencing factor in the channel symbiosis stage.Third,by affecting the omni-channel collaboration efficiency and the enthusiasm of the operators of various outlets,the omni-channel collaboration influencing factors of regional mobile phone chain retail companies have affected the omni-channel collaboration.