您所在位置:首页>案例信息
查看全文    案例查询
显示案例信息
案例编号: MKT-0472
被浏览次数: 1102 次
案例名称: 初语服饰:从“淘宝店”到“渠道一体化”
译名: Clothing brand CHUYU : from "flagship store "to "channel integration"
案例作者: 晁艺璇,王崇锋,李明朝,刘慧卿
作者单位: 青岛大学
指导者:
译者:
背景单位名称: 广州初语服装设计有限公司
行业: 其他
规模: 中小型
案例涉及的职能领域: 营销部门/资本运营部门
案例语种: 中文
案例长度(页): 20 页
案例类型: 描述型
中文关键词: 网络分销;线上线下;渠道冲突;渠道协调与控制
英文关键词: Network distribution; Online to offline; Channel conflict; Channel coordination and control
中文摘要: 近年来,互联网女装品牌初语发展迅速,并以其精准的市场细分定位获得了目标消费者的青睐,然而眼下传统服饰品牌纷纷上线,导致本就战火弥漫的线上竞争更是愈演愈烈,这对初语的营销和渠道造成了巨大的冲击,初语必须拓展线上渠道以应对更高的挑战;与此同时初语顺应“新零售”的趋势,积极布局线下门店以增加顾客购买体验,深度挖掘顾客价值。而随着线上线下布局的不断深入,网络分销渠道的低价对线下直营店产生了强烈冲击,渠道冲突和客户争夺问题严重,这使得线下直营店的销售额急速下降。这个问题关系到公司的战略和长远发展,因此得到了公司决策层的高度重视,并尝试在协调和平衡双方利益的前提下作出有效对策,以解决问题。本案例主要探讨如何从实际出发,结合相关理论解决此类销售渠道的冲突,并进行销售渠道的协调控制。
英文摘要: In recent years, the Internet clothing brand CHUYU has developed rapidly and with its precise market segmentation, it has gained the favor of the target consumers. However, nowadays the online operation of traditional brands has put forward higher, which causes the online competition is becoming more and more intense and makes a huge impact on the marketing and channels of the CHUYU Company. So CHUYU company must expand network distribution channels to cope with higher challenges. At the same time, CHUYU Company complied with the trend of "new retail", carried out actively layout of offline stores to enhance consumer experience and dug customer value in depth. With the deepening of the online and offline layout, the low price of the network distribution channel has a strong impact on the offline stores, and the problems of channel conflict and consumer scramble are serious, which makes the sales of the offline stores decline rapidly. Because the problem is related to the company's strategy and long-term development, senior executive paid high attention to it, and tried to coordinate and balance the interests of both parties to solve the problem. This case mainly discusses how to solve the conflict of such sales channels with relevant theories and coordinate the control of sales channels.
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2016
案例入库时间: 2018-03
查看全文: 点击查看
查看案例使用说明 点击查看
查看微案例英文版