Internet Era Hefei Department Store Group Research On Marketing Channel Reform

With the development of Internet information technology, the retail industry in China are from the chain business oriented entity transition chain and e-commerce pattern of coexistence change. Network retail market is composed of strong competition for retail market share. Hefei Department Store Group Co Ltd (hereinafter referred to as "Baida group") as a typical representative of China’s regional entity retail enterprises, in the high speed growth of e-commerce business under the background of the birth of the Internet form, exist in the marketing channel length, width of channel level more channels to intensive based channels, new network channel development, channel control and channel lack extensive support capacity does not adapt to the problems of Internet business development have become increasingly prominent, has become a major constraining the development of. Therefore, how to conform to the industry development trend of the change of marketing channels, to share the fruits of the Internet development, becomes the Chinese entity of retail is the common concern and urgent problems to be solved in the new.Based on the above background, this paper take feasible measures for reform Baida group marketing channels in the era of Internet business for the purpose of the study methods adopted thematic research, using comparative analysis, systems analysis, case analysis, theory and practice of combining research tools for a systematic study of the100group marketing channels. The full text of the relevant theories of marketing channel is the foundation of the research, after the Baida group marketing channel present situation, existing problems and causes are analyzed, and the marketing channel influence Baida group factors of economic development, the development, the electronic commerce competitor, consumer demand change were analyzed, followed by the reference of marketing channel reform related enterprises at home and abroad experience, from the design of marketing channel, marketing channel management, marketing channel reform to ensure the proposed measures and other aspects, the formation of conclusions of the research, namely, Baida group should fully explore the industry to follow rules, combined with the enterprise practical base for homeopathy. In the channel design, channel should be compressed length level, to expand the width of channel category, improve channel system of resource integration. In the channel management, merchandise for the mining and evaluation system, strengthening of commercial single product management and inventory management optimization, improve the logistics distribution channel and control settlement risk etc.. In addition should take safeguard measures, namely deepen with large data drive integrated support for customer information, pay attention to enhance the level of service of staff, to broaden the financing channels, strengthen the integration of assets, optimize the organization and coordination, improve the internal control management, give full play to the role of enterprise culture. The results of this study not only for Baida group development decision under the Internet environment to provide the basis, but also has the reference value to the similar China’s retail enterprises reform.