DUAL-CHANNEL INTEGRATED MARKETING STRATEGY FOR LED LIGHTING PRODUCTS

Prosperous development of the e-commerce market drives enterprises to improve their industrial layout, continuously seek for new developments and new markets, and increase their comprehensive competitiveness through resource integration and business innovation. Many LED lighting product manufacturers have established online marketing channels based on traditional retail channels to meet consumer demands. They integrate the advantages of online and offline channels to improve market competitiveness. However, opening two types of channels, namely, online and offline, causes retailers from online direct sales and from offline channels to become direct competitors, and this results in channels conflict. In the e-commerce era, implementation of the dual-channel strategy is inevitable if we want to conform to development. This study applied online and offline resource integration with retailers as the analysis subject. Simulation and constraining mechanisms were designed to facilitate information integration and moral risk restriction. This study has implications for dual-channel integration and complicit alleviation.