Research On The Conflict And Response Between Online And Offline Channels In Furniture Industry

With the continuous development of network technology and Internet business,the furniture industry has also derived new marketing channels.In recent years,the sales channels of the furniture industry have gradually diversified.Online marketing channels and offline marketing channels coexist.Although it promotes the sales of furniture,it also brings problems such as marketing channel conflict.Furniture manufacturers should also simultaneously carry out the original offline distribution and retail channels when carrying out online sales channel marketing,However,in the process of operation of different channels,there may be conflicts between online distributors and offline distributors,conflicts between offline distributors and online direct sales channel members,conflicts between online direct sales channels and offline direct sales channels,etc.These channel conflicts are caused by many factors.In order to help furniture manufacturers provide countermeasures to resolve channel conflicts,it is necessary to analyze the manifestations,causes and effects of these conflicts.This thesis will use literature,interview research and data analysis to make an empirical analysis on the impact of online and offline channel conflict in the furniture industry.This thesis is divided into the following parts: the first part introduces the relevant research background and research methods;The second chapter is an overview of relevant theories and literature review,which expounds the concepts of marketing channel,online channel and offline channel,channel conflict,and summarizes the research status of this thesis;The third chapter is the problem of online and offline channels in the furniture industry.Based on the analysis of the specific manifestations of online and offline channel conflicts,it points out the causes and effects of channels.The fourth chapter is the empirical analysis of the impact of online and offline channel conflict in the furniture industry.By constructing a model,it analyzes the impact mechanism of online and offline marketing channel conflict in the furniture industry;The fifth chapter puts forward targeted countermeasures for the online and offline channel conflict of furniture industry according to the results of empirical analysis.The last part is the conclusion and prospect.Through the theoretical analysis and empirical research of this thesis,the relationship between the online and offline sales channels and the factors of their problems is obtained,which provides some reference and guidance for the smooth operation of furniture manufacturers’ online sales channels.Taking the furniture industry as an example,this thesis can further enrich the theoretical results of channel conflict,and help to promote the healthy and rapid development of the furniture industry.