Online Shopping Mall B2C Electric Commerce Channel Construction

As electric commerce in China has achieved rapid development, Internet enterprise ortraditional enterprise give sufficient attention and enthusiasm. The theory of e-commerceand marketing channels, the use of literature analysis, case studies and analysis methods,the R and practical research methods online store B2C e-commerce enterprise channelconstruction.Channel is the core competitiveness of enterprises one of the determinants. This paperanalyzes the online store based B2C E-commerce businesses and the R company channelconstruction, for example, the status of the channel construction, and mode, and theproblems of such enterprises channel construction aggregate on the basis ofrecommendations for improvement, and try to build a model---STLA model.Provide a reference model of research STLA, and R Enterprises based on the practicalapplication of the model for B2C businesses to select a different channel strategy toprovide a reference.