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MANUFACTURERS HOW TO MANAGE ON-LINE AND OFF-LINE CHANNELS CONFLICTS

时间:2014-07-14 作者:WANG Yaqin 访问量:2477 关键词:On-line & off-line, E-commerce, Channel conflicts, HBI

Abstract: In China, the netizen population has achieved to 404 million according to the statistic data public from the Industry and Information bureau by April 22, 2010. From the statistic, we could find that internet has become a must have tool in people’s daily life, work and study.  It also influents all aspects to industries like e-commerce, media, on-line game, search engine etc. It is a huge influence to manufacturing companies when internet brought e-commerce platform to them which is total brand new channel. Although e-commerce in China compares with western developed countries, it’s still in an initial stage. But as the obvious advantages of low cost and high efficiency by e-commerce has attracted thousands manufacturers want to transfer their business model from off-line to on-line. In this e-commerce age if a company wants to be successful, it not only need to solve the issues from the current off-line channels but also to develop on-line business.  The most important is to solve the conflicts between those two channels and work out a reasonable plan for balancing the conflicts from a long-term developing perspective. This project is object to present the complexity and conflicts while manufacturers are running business in different channels.  And try to offer recommendations to manufacturers on the different channels management based on the case study of HBI Company.


Keywords:On-line & off-line, E-commerce, Channel conflicts, HBI

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