The Channel Conflict and Management Strategy of O2O Network Marketing Pattern under the Electronic Commerce Environment

Abstract

With the application of Internet technology and the gradually popularization of the network, the electronic commerce rapidly advanced at an unprecedented speed. Starting with the electronic retail and electronic trade evolves to the present stage of online trading market, it gradually become the main part of strategic emerging industry and the modern ways of distribution under market economy environment. Electronic commerce as a new kind of economic activity in Internet environment, it realizes the integrated information of the whole process of production, procurement and sales. All transactions are network virtualization transaction, which can be called a completely new channels different form the traditional marketing channels. This paper discusses the channel conflict of O2O network marketing pattern under the electronic commerce environment and then puts forward some management strategies.