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首页> 外文期刊>International Journal of Information Management >Implementation processes of online and offline channel conflict management strategies in manufacturing enterprises: A resource orchestration perspective
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Implementation processes of online and offline channel conflict management strategies in manufacturing enterprises: A resource orchestration perspective

机译：制造企业在线和离线渠道冲突管理策略的实施过程：资源编排的角度

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摘要

The rapid development of e-commerce is driving many traditional manufacturing enterprises to establish online channels. This typically leads to online and offline channel conflicts for these enterprises. Existing studies on channel conflict management primarily focus on describing the conflicts and discussing the types of strategies. Utilizing the case study method and taking the resource orchestration perspective as the theoretical lens, this study examines the implementation processes of online and offline channel integration and segmentation strategies in two Chinese manufacturing enterprises. The findings reveal the prerequisite to select online and offline integration and segmentation strategies, and specific resource orchestration actions and capabilities generated under the guidance of the integration and segmentation strategies. This study has theoretical implications to the online and offline channel conflict management strategies by extending the "what" question to the "how" question. In addition, this study also provides references to practitioners for selecting and implementing appropriate online and offline channel conflict management strategies.
机译：电子商务的飞速发展驱使许多传统制造企业建立在线渠道。这通常会导致这些企业的在线和离线渠道冲突。现有的渠道冲突管理研究主要集中在描述冲突和讨论策略类型上。本研究以案例研究方法为基础，以资源编排的视角为视角，考察了两家中国制造企业在线和离线渠道整合和细分策略的实施过程。调查结果揭示了选择在线和离线整合和细分策略的先决条件，以及在整合和细分策略的指导下产生的特定资源编排动作和功能。通过将“什么”问题扩展为“如何”问题，该研究对在线和离线渠道冲突管理策略具有理论意义。此外，本研究还为从业人员选择和实施适当的在线和离线渠道冲突管理策略提供参考。

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