E-commerce and marketing channel innovation

In the globalized market environment, the marketing channel undertakes the enterprise more and more competitive pressure, in the service becomes the enterprise competition trump card, the marketing channel has played the decisive role to the enterprise's development almost. The effect of electronic commerce on the change of circulation rules is bound to make the enterprise marketing channel and electronic commerce merge and influence each other. E-commerce enables the marketing channel to obtain the innovative development, furthermore, the role of the enterprise in the process of strategic competition has been strengthened, and the channel competition between enterprises has promoted the research and investment of e-commerce, and the resulting results have promoted the development of e-commerce, and the social environment formed by the development of e-business mode The economic environment and the market environment have caused the innovation opportunity of the marketing channel, and further promoted the formation of the marketing channel innovation.

Under the influence of electronic commerce, the innovation of marketing channel mainly manifests in following several aspects:

1. Innovation of Channel mode

1.1 E-Commerce generated a virtual channel, virtual channels and practical channels together to promote the innovation of channel mode. E-commerce makes the mathematical products, product information, transaction process, logistics information, customer service can be spread through E-commerce network, they together constitute the actual content of virtual channels. In most cases, the virtual channel can not be completely separated from the real channel function and run independently, but it plays the role of optimizing, improving, mutual promoting, coordinating and improving the service level of the channel. Electronic mall through the Internet to sell products, and then through the distribution of products to reach the user's hands, is the earliest channel mode innovation performance. Now each industry enterprises according to their own product characteristics, channel Foundation, E-commerce application level and industry constraints, such as the formation of a unique channel model. such as the actual material products online retail, online wholesale, online auction, online trading market and online customer service, such as software, books, music and other digital products of the "pure" virtual channel; financial products and their derivatives in financial markets, under the conditions of the confirmation of credit, through the flow of network trading platform, all kinds of securities trading.

1.2 E-commerce makes it possible to flatten channels. In traditional channels, communication, recording, transmission and satisfaction of individual customers personalized needs, as well as a large number of personalized products and services delivery process is very complex, it is difficult for enterprises to invest limited resources in a comprehensive, large-scale market promotion, it is necessary to use the resources of channel intermediaries to achieve the goal of marketing. After the emergence of E-commerce, so that the personalized management of customer relations is possible, the utilization efficiency and effect of enterprise resources are greatly improved, in order to enlarge their interest space, enterprises usually reduce channel cost by reducing channel link, strengthen customer communication, improve service level and customer transfer value, and make the flat of channel have practical economic significance.

1.3 E-commerce has promoted the optimization and integration of channel chain resources, which contributes to the formation of stable and close channel relationship. In the traditional channel chain, each link information close to each other, in order to maximize their own interests, and upstream and downstream of the interests of fierce competition, the basis for the relationship between mutual distrust, channel operation is unstable. The electronic commerce makes the information collection and analysis ability of each link of the channel strengthen, at the same time, in order to cope with the pressure of competition, the channel Link has to change the past idea, from mutual beware to cooperate with each other to transform, strive for win and win more results. On this basis, the channel uses the electronic commerce means, integrates the business process, the information resources, the personnel cooperation process, the sharing channel facility, the equipment, forms the stable and the competitive channel chain, then realizes with the entire supply chain integration.

2. Channel marketing strategy, method innovation

2.1 The personalized delivery of products and services is the most exciting channel marketing strategy innovation in E-commerce environment. The personalization of products and services includes the personalization of the product (shape, appearance, weight, volume, function, etc.) and the personalized service process (packaging, reprocessing, delivery time, timeliness of delivery, etc.). E-commerce to personalized or customized contributions to the smooth customer communication, personalized demand information collection, processing, personalized product production, formation process, transfer process control, tracking, and in support of this strategy for the integration of resources, business process reengineering, still inseparable from the support of E-commerce.

2.2 The rapid response advantage of the service gradually replaced the product quality, price, cost and other advantages, become the focus of enterprise market competition. And in the role of electronic commerce, the rapid response of the service relies on the increasing market sensitivity, that is, the ability of the enterprise to obtain the customer's actual demand information directly from the final market and to make a quick response to it. The service operation visualization enhances, the channel chain each link may to oneself, the upstream and downstream link and the end user's activity Customer orders and processing progress such as at the helm; the flexible organization, virtual organization, Dynamic Alliance, which is established for flexibility to adapt to the living environment, is based on E-commerce, close cooperation between enterprises, the implementation of information sharing and exchange, the common management of orders, to achieve complementary advantages, to quickly respond to customer demand.

2.3 The innovative forms and means of enterprise marketing activities are increasing with the help of the network. such as network advertising form (Banner, button, text chain, pop-up window, flash animation, etc.), search engine promotion (general search, fixed ranking, bidding rankings, etc.), online propaganda Roadshow, Network Interactive media, email marketing, etc., so that enterprises in the information release, channel support, user interaction, The effectiveness of monitoring the ability to enhance, marketing efficiency and effectiveness has been significantly improved.

2.4 E-commerce makes channel promotion method colorful. In the electronic Commerce environment, the product mix, the match performance is stronger, the product demonstration effect can form the attraction to the customer; the membership system, the integration system promotion broke through the traditional market, the supermarket one-time trade limitation, the member scale is enlarged, the integration rule formulation is more flexible, the integral computation and the inquiry is more The combination of digital products and physical products greatly enriched the category of prizes; the establishment and adjustment of promotional activities is easier, and the monitoring of customer's opinion, customer's reaction, sales promotion process and actual sales quantity is more visible and operable. Sales incentives, credit ratings, Discount formulation and adjustment are more controllable, timely, easy to manage and control the channel.

Of course, the impact of E-commerce on the marketing channel innovation is not only these items, with the channel operators through E-commerce applications to obtain substantial benefits, channel innovation will show more colorful content.