The Impact Of ECommerce Environment On The Traditional Marketing Channels Of Shanghai Three Gun Group Co., Ltd.

As one of the most important winning strategies, marketing channels have been paid a lot attention by more enterprises. In recent years, eCommerce has had a huge development. The enterprise macro business environment has changed greatly as well. Since traditional enterprise channel models cannot adapt to the current development of eCommerce environment, it is necessary for the enterprise to optimize and integrate its original marketing channels to promote the reformation of enterprise marketing channels.Starting from the management of chain value management, on the premise of the cooperation of manufacturers with suppliers, intermediaries, and customers as well as on the basis of setting up the information system, this thesis fully studied and took the previous researches under considerations.First, the research analyzed marketing channels and the contents and extensions of the three key elements through the formation of channel variables, which are structures by length, width and range. The research also analyzed the three disadvantages of traditional marketing channels in information transfer, development cost, and logistics efficiency. Thus, the research has proven eCommerce has improved the structure and function of traditional marketing channels. On this basis, the research stated the ways that eCommerce channels are chosen by traditional enterprises in three aspects.Second, the research has combined the eCommerce practices of Shanghai Threegun Corporation, a domestic leading enterprise in underclothes. The research stated mainly four aspects of channel conflicts resulting from the model of "mouse plus cement" after implementing eCommerce strategies. Also, the research studied the reasons behind the conflicts. Furthermore, the research provided the suggestions to resolve the conflicts of Shanghai Threegun marketing channels, which include eliminating cognitive diversity, optimizing the structures of the channel system; establishing benefit sharing, achieving win-win situation; communicating effectively, setting information sharing system; dividing market segment properly, reducing product information comparison; building online products, separating target customers; unifying pricing, allocating market supervisors; and having online/offline mutual coordination, maintaining the diversity of cross-border collaboration. Therefore, the supporting system of the enterprise marketing channels can be set up under the eCommerce environment to integrate all marketing channels.