A Study On Integrated Marketing Channel Of Garment Industry Based On Electronic Commerce

This study addresses how to set up the integrated marketing channel of garment industry based on the electronic commerce.Because of developing of electronic commerce, changing of marketing environment and enhancing of consumer purchase consciousness, channels of sales terminals (such as business agent, retailer) in garment industry not only have been changed dramatically, but also been forced to reform their original channels. What WTO brings the garment enterprise is unsteady market with much more competition. If the garment enterprise wants to be successful, they should keep the lower competitive cost, high-quality product and high-level customer service. Facing the marketing channels reforming challenge, could the garment enterprise find out a new suitable marketing channel mode?The developing trend of garment industrial on 21 century is "much species, small quantity, high quality and delivery quickly", at the same time it also has the popular, seasonal characteristics. These trends and characteristics require that the garment enterprise are high autoimmunization and have quickly response ability in sales process. In order to achieve those requirements, the garment enterprise should set up the integrated marketing channel. This integrated channel means that the garment enterprise connects to supplier and customer by using the electronic commerce to become a complete marketing channel, to realize the high-efficiency operation through this channel, to realize success totally.This study tries to discuss how to insure the logistics, the capital flow and the information flow to be smooth from three aspects - support of supply chain system, support of technique system and the business process reorganizes. The smooth of three flows also means the realizing of the integrated marketing channel based on the electronic commerce.