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虽然传统美妆行业一直在应对互联网时代的严峻挑战，但传统渠道商
遭遇发展瓶颈是毋容置疑的。某些品牌的线上渠道甚至已经成了线下
渠道的掘墓人，商业渠道如何重构成为许多美妆企业的焦点问题
越来越多的美妆企业看到线上渠道所展现的巨大市场空间，许多
传统品牌商开始布局互联网渠道，以期夺回或扩大品牌的市场占有
率。但是这些品牌商发现：线上渠道和线下渠道的冲突问题在所难免，
线上渠道的开拓会诱发线下渠道的对抗，线上和线下的渠道冲突甚至
到了你死我活的地步。这样的渠道对抗导致的后果：传统市场份额的
严重收缩，而线上渠道竞争惨烈，并没有达到预期攻城略地的目标，
最终品牌和产品市场占有率明显下降。本论文基于渠道管理和营销组
合理论，通过对几个美妆品牌运营的实际经验和经营数据的系统分
析，客观地研究影响线上渠道和线下渠道矛盾冲突的内在因素和外部
条件，针对品牌商在渠道布局中所面临的机遇和挑战，提出相应的对
策建议，希望能够摸索出一套适合移动互联网时代、可借鉴的美妆品
牌商的渠道运营和管理模式。论文首先分析近五年来由于互联网快速
发展带来的线上线下的渠道乱象，尤其是普遍性的严重消耗品牌价值
的低价窜货现象。同时分析一些线下渠道的生存空间是如何受到线上
渠道的严重挤压，企业内的渠道冲突矛盾是如何升级，以及这样的矛
盾冲突如何进一步升级为渠道商与品牌商之间的利益冲突。随后，论II
文结合国外电商渠道的一些先进经验，并以国产品牌商亮莊国际和上
美韩束为研究对象，通过具体的案例分析，发现品牌商在渠道管理上
有效打开局面的关键所在，提出线上线下渠道管理的目标不同：线下
的基本策略本着与线上渠道合作共赢的原则，提供线上所不能实现的
增值服务，线下渠道的核心价值在于顾客的良好购物体验，而不是一
味模仿线上追求销量的运作模式；线上的基本目标则是追求品牌认知
度，利用基于知识产权的核心竞争力来维持市场价格体系，同时通过
产品隔离策略，实施与线下渠道有所区别的差异化管理
研究结论认为：品牌商不能再以削减品牌影响力和责任感为代
价，盲目地追求订单数量和市场占有度为目标，而是应该审时度势，
用最新管理理念和管理手段进行价格管理，防止窜货低价现象发生，
化解线上线下的渠道冲突。美妆品牌商的线上渠道和线下渠道应合作
共赢，通过全方位渠道管理来拓展市场，从而实现整个品牌竞争力的
可持续发展
关键词： 市场营销 品牌商 电子商务 渠道冲突III
ABSTRACT
The effect of the Internet on China&39;s economy is significant, the complex and variable
business environment, intense competition among enterprises, the increasing channel
costs, the decreasing operation profit, make current business more and more difficult.
The makeup industry as the one in the need of huge investment, couldn&39;t stay aloof.
To cope with situation where Internet marketing technology develops fast and brand
competition in the industry is fierce,with innovative means of marketing and
surprising spread speed, the makeup industry online channels quickly seize the market
share of traditional channels, become cost offline channels become cost spoiler and
price spoiler. Although the traditional makeup industry has been dealing with severe
challenge in the time of Internet, but it&39;s beyond doubt that the traditional channel
traders encounteres development bottlenecks. Some brands&39; online channels have even
become gravediggers of offline channels, the reconstruction of commercial channels
become the focus problem of many beauty enterprises.
More and more makeup companies have seen the huge market space the beauty of
online channels show , many traditional brands began to layout the Internet channels,
in order to regain or expand the market share of the brand. But these brands traders
find that the conflicts between online and offline channels can hardly be avoided , the
development of online channel will lead to opposition of offline channels, the
conflicts between online and offline channels even reach to the point of the fight at
outrance. The consequence of such confrontation between channels: severe
contraction of the traditional market share, while the online channels have fierce
competition, and didn&39;t reach the goal of taking share and seizing profit as expected,
eventually brand and market share decreased significantly.This paper based on the
theory of channel management and marketing combination, according to systematic
analysis of actual operating experience and operating data of several makeup
brands,studied objectively the internal factors and external conditions affecting the
conflict of online and offline channels, according to the opportunities and challenges
the brand faces in the distribution of channels and puts forward corresponding
countermeasures and suggestions, in the hope to find out a set of channel operation
and management mode suitable for mobile Internet era and could be used as reference
for the makeup brand traders.At the same time, it analyzes how some offline channels
living space is squeezed severely by online channels and how conflicts within the
enterprise upgrade and how such conflicts upgrade to the further one of interests
between between channels and brands.Then, the paper combined with some advanced
experience of foreign business channel, and choose domestic brands LiangzhuangIV
International and Kans as the research object, through specific case analysis, find the
key brands effectively open up the situation in the channel management, and
mentioned the online and offline channels have manage different goals.
The the basic strategy of the offline channel is in the spirit of cooperation and win-win
principle with online ones, and provide value-added services online channels couldn&39;t
realize, the core value of the offline channel lies in good shopping experience of
customers, rather than blindly imitate sales operation mode of online channels; the
basic goal of online channels is to pursuit brand awareness, and take advantage of the
core competitiveness of intellectual property rights to maintain market price system,
at the same time through product isolation strategies, implemente differentiated
management of offline channels.
KEY WORDS： Marketing Management, Brand Traders, E-commerce, Conflict of
Channels.V
目 录
1 绪论..........1
1.1 研究背景和意义........ 1
1.2 研究方法和主要内容 2
1.3 论文研究的主要贡献 2
2 理论综述.5
2.1 基础支撑理论 5
2.1.1 资源理论.........5
2.1.2 能力理论.........5
2.1.3 竞争战略理论.6
2.1.4 营销理论.........8
2.2 渠道管理理论 9
2.2.1 渠道管理的概念界定.9
2.2.2 渠道销售管理手段....10
2.4.3 国内有关渠道冲突成因的研究.......11
3 电商冲击下的线上渠道和线下渠道发展现状..........13
3.1 中国消费品市场的发展现状.......... 13
3.2 线上和线下渠道的冲突现状.......... 15
4 相关案例分析...19
4.1 亮莊国际集团电商事业部案例分析.......... 19
4.2 韩束品牌转型案例分析.
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