Under the influence of e-commerce, the main performance of marketing channel innovation

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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.

E-commerce: not just a website so simple

Competition has evolved from between enterprises and enterprises to become the competition between supply chain and supply chain. If an enterprise wants to win the war in the global economic integration and fierce competition today, it is an essential competitive means to form and participate in the market through its own supply chain.

The rapid development of e-commerce in China makes it possible for enterprises to realize supply chain management. E-commerce is a very easy to spread around the world market, it can greatly shorten the supply chain response time, to achieve substantial cost savings.

It is understood that Sinopec material procurement system 2006 years to achieve online trading 164271, the purchase amount of more than 112.9 billion yuan. PetroChina through the online procurement, cost savings of more than 2 billion yuan. Haier, Hisense and other large enterprises in the procurement of raw materials are basically online, corporate online transactions are increasingly active.

ERP and E-commerce to integration, but, if the enterprise E-commerce is just to build a website to achieve online transactions, that is wrong. In fact, the information management system (with ERP as the representative) and E-commerce is very close, and from the trend of development, the two originally should be fused together.

With the rapid development of E-commerce in recent years, enterprises to separate the use of ERP and e-commerce situation has begun to encounter development bottlenecks. Enterprises in E-commerce accumulated more and more market information in a Free state. The company's existing response speed does not win more orders for itself, resulting in the company's participation in global competition at a disadvantage. More crucial is, the enterprise this kind of condition makes it in the electronic Commerce application, always at a low-level stage, cannot go to a higher level development.

An enterprise has three chains, namely the logistics supply chain, the capital supply chain and the information supply chain, ERP system is the enterprise's logistics, capital flow and the implementation of optimized management. E-commerce is mainly related to the procurement and sales business, the essence of online electronic procurement and online electronic sales, they only make the original logistics and capital flow to add a separate import and export, and become a new logistics and capital flow part of it.

This means that by reorganizing the organizational structure and business processes of enterprises, E-commerce can be integrated into the supply chain of enterprises. Only through the online model, customer orders, the enterprise's purchase order from the online formation and delivery, money payments also from the Internet.

Therefore, there are experts in E-commerce and ERP relationship between the two are like two sides of the coin, is a two-side relationship.

There are few companies that can achieve these ideas. This is also the development direction that enterprises should pay attention to after electronic commerce--take the electronic commerce as the power, drive the application of ERP, CRM, Supply Chain Management System (SCM), product research and development data Management System (PDM) and so on.

The bottleneck of technology environment needs to break through, from the electronic commerce technology itself, the whole e-commerce industry has developed to a more practical stage, but it involves the implementation and operation of the level, but also encountered payment, credit certification, information security and other practical problems.

In addition, for the validation of the legal validity of technical means, the original laws and regulations are far from satisfying the need, especially in the process of identity authentication, data transmission, digital signature and password protection involving online transactions, there is no more laws and regulations to confirm and standardize.

However, the Government and enterprises for the exploration of E-commerce has never stopped, in the government's promotion, credit, certification, standards, payment, disaster preparedness, modern logistics construction and other supporting system construction is speeding up, E-commerce statistics, capacity certification and development evaluation work is also strengthening. Moreover, due to the support of relevant government departments, such as Beijing, Shanghai and other major cities have initially formed to pay, logistics, credit, security-focused E-commerce development support system, led the enterprise and social E-commerce applications.

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