Research On Enterprise Marketing Channel In E-Commerce Environment

Nowadays,more and more enterprises regard the marketing channel as the key factor to obtain the competitive advantage.Meanwhile,the development of the e-commerce not only has the environment and idea of the enterprise's operating changed greatly but also promotes the revolution of the enterprise's marketing channel.The original pattern of marketing channel no longer meets the need of the enterprise's development under the environment of EC.Therefore,it's necessary to choose and integrate the enterprise's marketing channel.Fully assimilating and referring the existing research results,the paper firstly and emphatically analyses the structure of the traditional marketing channels,the development of the enterprise's marketing idea under the background of EC,and the revolution of the marketing channels.Afterwards,the article analyzes several structure patterns of the enterprise's marketing channels which are sorted into four patterns including the combination of the traditional and network channels,middlemen distribution,the network direct sale of manufacturers,and the network direct sale of the middlemen.To obtain the maximum benefit,the enterprise needs to select the appropriate channel pattern,mostly affected by economic factors,market factors,and the construction level of supporting system,etc.With the pray evaluation method,the paper assesses the channels and choose one according to the evaluation results,establishing the foundation to integrate the enterprise's marketing channels.With the guide of the system theory and the marketing theory,from the angle of value chain management,on the premise of the producers unifying and coordinating various links including suppliers,middlemen and consumers,on the basis of establishing and applying of the information system,simultaneously through analyzing and effectively managing the channel conflicts that may occur during the process of integrating or after completing the task,the author constructs the supporting system of the enterprise's marketing channels in order to integrate the enterprise's marketing channels under the background of EC,mainly using the qualitative and quantitative analysis associatively.Lastly,the development direction of the enterprise's marketing channels is proposed.Besides,the research content is summarized and prospected.