Study On The Marykay Channel Integration Strategy

Channel integration refers to the sales process of task decomposition, and assigned to be able to better the lower of cost or more to complete the task of sales channel. Channel integration usually can make the enterprise to obtain a wider range of clients. Through an integrated channel mode, most enterprises can achieve higher profit margins and market coverage. Although the construction of this model is relatively complex, but it is a powerful tool for enterprises to the market.Channel is one element of the 4PS combination and is a key factor on the implementation of marketing strategy. No matter in what form the channel system, the transfer of sales of products is not the simple ownership and the product entity. "To complete the product from the producer to the final consumer hand this breathtaking leap", need various elements of channel system coordination each other. Therefore, channel integration become more and more important.With the economy globalization and the formation of the international market, more and more enterprises think that the channel is a key competitive advantage. Electronic commerce is the subversion of the traditional sales model in a certain extent, and opened up a new channel on selling products and services. In recent years, more and more enterprises accelerate into the electronic commerce using online channel to sale online products and services. Online channel become is the inevitable development of the times, and it is a big challenge which always using offline channel to sale products and services. The enterprise needs to carry on system analysis to channels according to the demand characteristics of specific target market, implement channel integration. Therefore, how to build the online channel? How to integrate channel between offline channels and online channel? How to scientifically evaluate the quality of channel integration effect? These are the key discussed in this paper.This paper focuses on the integration of Mary Kay between offline channel and online channel. First of all, we introduced the existing channel of Mary Kay; secondly, we analysis the integration mode of online channel and integration methods between online channel and offline channel; thirdly, on the basis of previous studies, evaluation of the effect of the integration of expert evaluation method; finally, we give some advices on integration between online channel and offline channel based on our research hoping it is help for other enterprises which Is going to integrate online channel and offline channel.