E-commerce and marketing channel "life cycle"

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; As an important function of business activities, marketing channel will face the decline and extinction with the change of environment. It can show the same living state as the natural life between the birth and the extinction, which is called the Channel life cycle. In E-commerce environment, the following factors play a decisive role in the survival state of the channel:

1. The influence of channel mode selection on channel life cycle (alternation)

E-commerce enables enterprises to directly face the sale of products or provide services, so that direct sales may change. But the market pattern and local consumption characteristics of different regions make direct selling again impossible. Until the enterprise can coordinate and control different markets, the contribution of e-commerce to the Enterprise Direct marketing model will be revealed under the cost-benefit license or stimulation. These have been fully demonstrated by the history of China's Internet channels.

On the basis of enterprise marketing channel strategy, electronic commerce makes the environment change of enterprise inside and outside increase, the adjustment and change of channel mode become inevitable, the marketing channel will experience from scratch, from weak to strong, from prosperity to decline life week process. Therefore, if the enterprise to its own image or brand to give the meaning of channel mode, it may be greatly hindered their development. This point in the domestic and foreign well-known enterprise channel mode transformation process has been reflected, and in their own product promotion process, also repeatedly suffered from the embarrassment of name. Some well-known enterprises even in the existing channels to promote unsuitable products to protect their brand model.

An enterprise that can adapt to the change of environment must be able to conform to the development of life in the "changeable" e-business environment, and to gain lasting vitality.

2. The impact of product life cycle on channel lifecycle (fluctuation)

The channel is establishes for the product, the product life cycle change affects the enterprise to the channel input resources the size, as well as with the user, the intermediary channel business relations good or bad, thus affects the channel life cycle.

From the general situation, the product and channel into the period, into the long-term, mature should be relative, because only the channel support, the product can achieve growth, and product growth, the channel will really develop. In a recession, products and channels may be separated, as companies are not allowed to disappear through hard work, often with new products to maintain or promote the development of channels.

The emergence of electronic commerce, so that the product life cycle more appear to shorten the trend, the channel life cycle is also facing unprecedented fluctuations, channel e-commerce system will be in the life of fluctuations in the struggle to seek survival space until completely abandoned.

3, the impact of E-commerce technology on the life cycle of the channel (length)

The change of the electronic commerce technology will have the influence to any thing which takes the electronic commerce as the carrier, is not only the product and the channel pattern. The biggest meaning of the channel life cycle is that it can not only prolong the life cycle of a channel, but also shorten the life cycle of a channel.

For digital products and services, the current distribution channels in support of agents (intermediate Sales link) technology constantly changing, evolving and still show a vigorous development space. For example, based on sales promotion cooperation and the use of VPP and API tools, a variety of "proxy support platform" mode of evolution, "offline" promotion of the way of the guise. They are supported by different e-business technologies, which together allow the life cycle of a distribution channel to be extended.

And for the enterprises engaged in traditional distribution channels business, the tangible products they operate through E-commerce platform sales, can directly contact the end user, and the development of E-commerce technology, so that direct user-oriented services continue to mature, such as online customization, video shopping, bonus points, Problem solving and so on, so that the relationship between the enterprise and end users increased. The profit for end user has shaken the strategic position of distribution channel, and the life cycle of distribution channel has been shortened.

         to sum up, e-commerce not only exacerbated the intensity of competition, but also promote the marketing channel life cycle, for this enterprise channel to adapt to the fluctuations of the environment, must maintain its adaptability in the breakthrough innovation, in order to cultivate, release its competitive advantage.