The Impact Of Multi-channel Supply Chain Complexity On Enterprise Performance

Multi-channel chain has become an important way for enterprises to improve revenue and obtain advantages,it is also the core competitiveness Therefore,the manufacturer’s reasonable and effective multi-channel model is an important source to respond to market requirements and obtain competitive advantage.However,the rapid development of e-commerce,the adverse impact of channel conflict and the uncertainty of information resources have exacerbated the complexity of enterprise multi-channel structure and relationship,which makes the enterprise channel system not work together and fight separately,"multi-channel" has become "multi-channel",and the enterprise multi-channel structure has failed to achieve the purpose of improving enterprise performance.Therefore,how to give full play to the advantages of multi-channel supply chain? How to reduce the possibility of channel conflict in multi-channel structure to improve enterprise performance is a hot issue in the current theoretical and practical circles.By combing the literature at home and abroad,taking the channel right theory as the theoretical basis,focusing on the problem of "how complex multi-channel supply chain affects the performance of manufacturing enterprises",this paper discusses the relationship between channel diversity,channel difference,channel conflict and enterprise performance of multi-channel supply chain structure of manufacturing enterprises.Firstly,the channel right theory points out that the ability of one channel party to make the other channel party have to carry out certain activities will affect the cooperative relationship between the two sides and the interests of enterprises.Especially with the increase of the number of enterprise channels,the abuse of mandatory rights such as contracts and treaties leads to continuous conflicts,while no-mandatory rights such as information exchange and communication can effectively reduce the occurrence of conflicts.Based on the above theoretical analysis,In this paper,the complexity of multi-channel supply chain is divided into channel diversity,channel difference,channel conflict is divided into horizontal and vertical channel conflict,and the performance of manufacturing enterprises is divided into financial,market and operational performance.The relationship between the three is systematically analyzed,and the relationship model of multi-channel supply chain complexity,channel conflict,information exchange and enterprise performance is constructed under the action of information exchange.Secondly,this paper takes the managers of manufacturing enterprises as the research object to collect data and test the models and assumptions.Through descriptive statistical analysis,reliability and validity test,correlation analysis and regression analysis,this paper explains the relationship between the complexity of multi-channel supply chain,channel conflict,information exchange and enterprise performance.The results show that in the multi-channel supply chain structure of enterprises: channel diversity and channel diversity play a positive role in enterprise financial performance,market performance and operation performance.Among them,channel diversity plays a greater role in enterprise performance than channel diversity;Channel diversity has a significant positive effect on horizontal(vertical)channel conflict,while channel difference has no significant effect on horizontal(vertical)channel conflict;Horizontal(vertical)channel conflict has a significant negative effect on enterprise performance;Horizontal(vertical)channel conflict plays a mediating role in the impact of channel diversity on corporate financial performance,market performance and operational performance,but not in the impact of channel diversity on corporate performance;Information exchange plays a regulatory role in the impact of channel diversity on horizontal(vertical)channel conflict,but does not play an adjust role in the impact of channel diversity on horizontal(vertical)channel conflict.Based on the frontier of discipline development,this paper systematically analyzes the complexity of multi-channel supply chain,channel conflict,enterprise performance and information exchange,verifies the "double-edged sword" effect of manufacturing enterprise channel diversity,explores the impact of manufacturing enterprise multi-channel supply chain complexity on enterprise performance,and theoretically explains the mechanism of manufacturing enterprise channel diversity and diversity on enterprise performance,It enriches the analytical framework of channel management theory and provides theoretical guidance for manufacturing enterprises on how to establish a reasonable channel structure and channel relationship.