ANALYSIS AND DISCUSSION OF THE SUPERIORITY OF DUAL-CHANNEL SUPPLY CHAIN MANAGEMENT

Abstract

This study adopts a qualitative research methodology with the aim of exploring companies' successful implementation experiences and key elements in dual-channel supply chain management. Representative e-commerce platforms, retailers and manufacturers were selected for the study, including companies such as Jingdong, Tmall, Amazon and IKEA. Through in-depth interviews, key information was obtained from three anonymous practitioners (T1-T3), who demonstrated rich practical experience in dual-channel supply chain management.

The study first integrated the core concepts and theories of dual-channel supply chain management through literature analysis, which provided a theoretical foundation for the subsequent expert interviews. An expert interview form was adopted as the main data collection tool, and three experts with relevant backgrounds and professional experiences were purposively sampled and selected for in-depth interviews. The interview data were organised, summarised, analysed and classified to reveal the core concepts, advantages, challenges and future directions of dual-channel supply chain management.

The study found that these companies have built highly diverse dual-channel supply chain management systems by cleverly integrating online platforms and physical shops. Such systems not only provide a personalised and scenario-based shopping experience, but also enable a seamless shopping experience through a robust supply chain and logistics system that supports efficient product delivery. Through data-driven marketing strategies, these companies have improved customer satisfaction and loyalty, enhanced brand image and market competitiveness, and laid a solid foundation for long-term growth.

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