Exploring the WSR Influencing Factors of Multi-channel Construction for Brands——The Case of LINING Company

Abstract

Abstract: With the rise of E-commerce and Mobile-commerce, as well as the intensification of channel competition, how to successfully carry out multi-channel strategy has become a hot issue for both brand owners and retailers. Based on Wuli-Shili-Renli (WSR) System Approach, we propose a brand new theoretical framework for exploring the influencing factors, and reveal the causes why LINING Company can implement multi-channel strategy successfully. The case study shows that brand owners should pay attention to “Renli”, “Wuli” and “Shili” factors, and reasonably coordinate cognition, profit and technology. This paper demonstrates the effectiveness and validity of WSR System Approach in strategic and operational decision analysis for brand owners, and gives some guidance for multi-channel practices of both brand owners and retailers.

Key words: Wuli-Shili-Renli System Approach, multi-channel, brand owners, LINING, case study

Wang Yixin, Gong Qiguo, Wang Qian. Exploring the WSR Influencing Factors of Multi-channel Construction for Brands——The Case of LINING Company[J]. Management Review, 2022, 34(1): 295-305.

References

[1] 李飞. 全渠道零售的含义、成因及对策——再论迎接中国多渠道零售革命风暴[J]. 北京工商大学学报(社会科学版), 2013,28(2):1-11
[2] 赵霞,徐永锋. 线上渠道提高了零售商绩效吗?——基于中国零售业上市公司的实证[J]. 当代经济管理, 2017,39(4):21-31
[3] Xia Y., Zhang G. P. The Impact of the Online Channel on Retailers' Performances:An Empirical Evaluation[J]. Decision Sciences, 2010,41(3):517-546
[4] 邵兵家,蒋飞,宁蓓蓓. 线上渠道应用对中国零售业上市公司绩效的影响[J]. 重庆大学学报(社会科学版), 2015,21(2):48-57
[5] Lu Q., Liu N. Effects of E-commerce Channel Entry in a Two-echelon Supply Chain:A Comparative Analysis of Single- and Dual-channel Distribution Systems[J]. International Journal of Production Economics, 2015,165(3):100-111
[6] Cattani K., Gilland W., Hese H. S. Boiling Frogs:Pricing Strategies for a Manufacturer Adding a Direct Channel that Competes with the Traditional Channel[J]. Production & Operations Management, 2005,15(1):40-56
[7] 陈云,王浣尘,沈惠璋. 互联网环境下双渠道零售商的定价策略研究[J]. 管理工程学报, 2008,22(1):34-39
[8] Balakrishnan A., Sundaresan S., Zhang B. Browse-and-switch:Retail-online Competition under Value Uncertainty[J]. Production & Operations Management, 2014,23(7):1129-1145
[9] 赵礼强,郭亚军. B2C电子商务模式下多渠道分销系统研究综述[J]. 管理评论, 2010,22(2):69-78
[10] 张涛,庄贵军,滕文波. 电子零售渠道的建立对各方收益的影响研究[J]. 管理学报, 2011,8(1):81-90
[11] Chen J., Zhang H., Sun Y. Implementing Coordination Contracts in a Manufacturer Stackelberg Dual-channel Supply Chain[J]. Omega, 2012,40(5):571-583
[12] 赵礼强,徐家旺. 基于电子市场的供应链双渠道冲突与协调的契约设计[J]. 中国管理科学, 2014,22(5):61-68
[13] 周飞,冉茂刚,沙振权. 多渠道整合对跨渠道顾客保留行为的影响机制研究[J]. 管理评论, 2017,29(3):176-185
[14] 丁玉章,于洋,王元盛,等. 大规模虚实连锁——渠道创新[M]. 北京:科学出版社, 2012
[15] 迈克尔.利维,巴顿.A.韦茨,杜鲁弗.格雷瓦尔. 刘亚平译. 零售管理[M]. 北京:机械工业出版社, 2018
[16] 田歆,丁玉章,汪寿阳. 虚拟零售企业模型与指数增长效应——美宜佳案例[J]. 管理评论, 2015,27(12):217-223
[17] Walters C. G. Marketing Channels[M]. California:Goodyear Publishing Company, 1977
[18] Rosenbloom B. Marketing Channels:A Management View[M]. Texas:The Dryden Press, 1991
[19] Guirdham M. Marketing:The Management of Distribution Channels[M]. Oxford:Pergamon Press, 1972
[20] 夏春玉. 渠道建设理论的经典研究及其评价[J]. 管理科学, 2003,16(3):55-60
[21] 顾基发,唐锡晋,朱正祥. 物理-事理-人理系统方法论综述[J]. 交通运输系统工程与信息, 2007,7(6):51-60
[22] Checkland P. B. Systems Thinking, Systems Practice[M]. New Jersey:John Wiley & Sons, 1981
[23] 顾基发,唐锡晋. 从古代系统思想到现代东方系统方法论[J]. 系统工程理论与实践, 2000,20(1):89-92
[24] 钱学森. 一个科学新领域——开放的复杂巨系统及其方法论[J]. 上海理工大学学报, 2011,33(6):526-532
[25] 于景元,涂元季. 从定性到定量综合集成方法——案例研究[J]. 系统工程理论与实践, 2002,22(5):1-7
[26] Gu J. F., Zhu Z. Systems Methodology:Possibilities for Cross-Cultural Learning and Integration[M]. Hull:University of Hull, 1995
[27] 顾基发,唐锡晋. 物理-事理-人理系统方法论:理论与应用[M]. 上海:上海科技教育出版社, 2006
[28] 张彩江,孙东川. WSR方法论的一些概念和认识[J]. 系统工程, 2001,19(6):1-8
[29] 王浣尘. 综合集成系统开发的系统方法思考[J]. 系统管理学报, 2002,11(1):1-7
[30] 韩艺,葛芳,张国伍. 北京公交智能化调度系统总体设计的WSR分析[J]. 系统工程理论与实践, 2001,21(4):31-35
[31] 顾基发. 关于中国管理实践的评价[J]. 管理学报, 2011,8(5):633-635
[32] 罗建强,李伟鹏,赵艳萍,等. 基于WSR的制造企业服务衍生状态及其评价研究[J]. 管理评论, 2017,29(6):139-140
[33] 柳长森,郭建华,金浩,等. 基于WSR方法论的企业安全风险管控模式研究——"11·22"中石化管道泄漏爆炸事故案例分析[J]. 管理评论, 2017,29(1):265-272
[34] 朱志昌. 物理事理人理方法论国际交流的启示[C]. 中国系统工程学会学术年会, 2000
[35] 田歆,汪寿阳. 第四方物流与物流模式演化研究[J]. 管理评论, 2009,21(9):55-61
[36] 罗伯特.K.殷著.周海涛,史少杰译. 案例研究:设计与方法[M]. 重庆:重庆大学出版社, 2018
[37] 顾基发. 物理事理人理系统方法论的实践[J]. 管理学报, 2011,8(3):317-322
[38] 田歆,汪寿阳,鄂尔江,等. 零售大数据与商业智能系统的设计、实现与应用[J]. 系统工程理论与实践, 2017,37(5):1282-1293