Research On Online And Offline Channel Integration Strategy Of N Company’s Retail Business

Retail industry is an important industry to promote the development of China’s market economy and plays an indispensable role in the growth of the national economy.Today is a new era of rapid development of information,consumers’ shopping habits have changed,and the retail market has ushered in a wave of consumption upgrading.Digital transformation is to become a new trend in the development of retail business,the pure traditional retail or network can not satisfy the business enterprise development,enterprises need to explore new ways,will integrate the online and offline channels,alleviate the channel conflict and promote the coordinated development of channels,lead the new business model,and enable enterprises healthy and rapid development,expand enterprise brand influence.Taking N Company,a leading retail enterprise in Guangxi,as an example,this paper mainly uses literature research,case analysis and questionnaire survey to study the strategy of online and offline channel integration of N company’s retail business.Firstly,by studying the literature of domestic and foreign scholars,this paper combs the theoretical knowledge of channel conflict,channel integration and channel coordination.Secondly,combined with the current situation and problems of online and offline channel integration of N company’s retail business,this paper analyzes the external and internal conditions.Thirdly,by building a model of influencing factors of N company’s retail business online and offline channel integration,and conducting a questionnaire survey and empirical analysis of channel conflict,channel integration and channel synergy,the design ideas and safeguard measures of N company’s retail business online and offline channel integration strategy are proposed.In this paper,by studying the following conclusions:(1)Based on N company retail business online and offline channel integration of empirical analysis,the influential factors of channel integration includes product integration,information integration,business integration,service integration,there were significant between them with the channel coordination development,show that channels channel integration affects the coordinated development;In addition to information integration,the interaction items of channel integration,product integration,business integration,service integration and channel conflict and channel collaborative development are significant,and the regression coefficient is positive,indicating that channel conflict plays a positive regulatory role in channel integration and channel collaborative development.The analysis results are consistent with the current situation of online and offline channel integration of N company’s retail business,which verifies that the model constructed in this paper is reasonable,systematic and feasible to a certain extent.(2)In order to solve the conflicts existing in the integration of products,information,business and services of N company’s retail business online and offline channels,N company’s retail business online and offline channels need to integrate products,information,business and services.Product integration makes the product category,product promotion and product price consistent,and makes the product information of online and offline channels symmetrical;Information integration enables the information exchange and sharing of orders,members,inventory and logistics,and promotes the seamless connection of online and offline channels;Business integration strengthens the correlation of pre-sale marketing promotion,in-sale order fulfillment and after-sale guarantee services,and improves the order fulfillment efficiency of online and offline channels;Service integration harmonizes service standard,service efficiency and service satisfaction,realizing service optimization in online and offline channels.Through the integration of products,information,business and services,the online and offline retail channels of N company can complement each other’s advantages,improve the quality of channel integration,alleviate channel conflicts,ensure the coordinated development of channels and promote the sustainable and long-term development of the enterprise.