Research On Integration Of Network Marketing Channel And Traditional Marketing Channel Of Company T

With the economic development and social progress, people’s living standard has been improved and the awareness of health-care has been increased. Prevention of disease, strong and healthy body, slow aging and prolonged life have gradually become the theme that people purse and health-care food industry, regarded as “rising industry” and “golden industry” has met unprecedented opportunities. Meanwhile, with the rapid development of Internet economy, the application of Internet and continuous creativity of marketing mode have created one miracle after another. Under the publicity and promotion of venture capital, experts on Internet marketing and propaganda media, etc., more and more health-care food enterprises get involved in the Internet economy and begin to carry out Internet marketing. However, it is impossible for the Internet marketing channel to replace traditional marketing channel since both of them have strengths and weaknesses and with conflicts. The health-care food enterprises will then have to strategically comprehend the trend of economic development in information age, adopt the advantages and avoid shortcomings of each other by exploring the advantages of the two marketing channels, make them complement and integrate in order to carry out integration of marketing channels effectively according to the requirement of the specific target market. Consequently, whether the enterprises can deal with integration of the two channels more effectively than their competitors will be the key to success of Internet marketing for the enterprises.Company T the author serves for is a health-care food enterprise which is carrying out Internet marketing and is confronted with effective integration of the two channels. Therefore, the author tries to investigate the integration of the two channels with Company T as an example.Starting from the specific conditions of Company T, the thesis firstly states the connotation of marketing channel and makes an analysis of characteristics and types of traditional marketing channel and Internet marketing channel; makes a comparison of strengths and weaknesses of the two and makes an analysis of types of concept, channel conflict and causes; the integration principle and strategy for Company T will then be finally proposed. Through research of these problems, the author will try to find out new thought of marketing for Company T and other enterprises alike, discuss the integration effect of the two channels, provide technical support for its industrial development, and then enhance the service level, market competition and profitability and promote rapid development of health-care food industry.