Analysis and Strategy Study on the Conflict of Omni-channel Retailing in Mobile Internet Era

Abstract

With the emergence of the mobile internet era, omni-channel retailing has brought a seamless shopping experience to consumers unprecedentedly, but goal discrepancy between network channel and traditional channel brings the conflict within the omni-channels, accordingly, the research on channel conflict of omni-channel retailing in mobile internet is imminent. This paper studied the domestic and foreign related literature, reviewed the development history of retailer channel theory and practice, analyzed the characteristics of the omni-channel retailing and the fundamental cause factors of channels, then put forward the relevant effective strategies to resolve the channel conflicts of omni-channel retailing in the current mobile internet era.