The Influence of Internet on E-commerce Marketing Channels and Its Optimization Strategies

The Influence of Internet on E-commerce Marketing Channels and Its Optimization Strategies

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abstract:

E-commerce has achieved good development results in the Internet environment. Internet has increased the publicity of e-commerce products and broadened the marketing channels of e-commerce to some extent. E-commerce is developed under the Internet environment. Relying on the Internet platform to realize online marketing has changed the previous face-to-face transaction mode and is the embodiment of the progress of the times. This paper discusses the optimization of e-commerce marketing channels under the Internet environment. By analyzing the concepts of e-commerce and marketing channels, it expounds the influence of the Internet on e-commerce marketing channels, and finally puts forward effective methods to optimize e-commerce marketing channels.

Key words:

Internet environment; E-commerce; Marketing channels; Optimization measures;

Introduction:

E-commerce is the product of the development of Internet technology to a certain stage. E-commerce is a process of promoting and selling electronic goods through the internet, which promotes the renewal of commodity sales model. As a platform, the Internet is relatively open, and anyone can trade goods through the Internet. It not only changed the previous sales model, but also diversified the consumption model and facilitated people's daily life.

First, e-commerce and its marketing channel analysis

(A) the concept of e-commerce

E-commerce is a process of realizing online sales of goods with the help of information technology on the Internet platform, and the development of information technology has promoted the development of e-commerce. As the development platform of e-commerce, Internet plays an important role in guiding and controlling the development of e-commerce. For enterprises, profit is the fundamental purpose of development. If enterprises want to make profits, they must increase product exports. It is difficult to increase product sales only by relying on the traditional sales model. Therefore, we must rely on the Internet to develop e-commerce, comprehensively improve the economic benefits of enterprises and promote the development of industrial chain. E-commerce can optimize the marketing channels of enterprises and become the decisive factor of enterprise competition.

(B) the concept of marketing channels

Marketing refers to the realization of online and offline sales of goods through specific channels and diversified marketing forms. Such as face-to-face sales, online sales, telephone sales, etc. There is a gap in the economic benefits of different sales models. Under the background of Internet, the marketing channels of e-commerce are increasing. According to the survey data, e-commerce based on the Internet has become the main mode of enterprise marketing, and the transaction volume accounts for 65% of the total sales. The development level of e-commerce has increasingly become an element of enterprise competition.

Second, the impact of the Internet on e-commerce marketing channels

(A) changed the traditional relationship between marketing channels

The traditional marketing model is relatively simple, generally offline sales. This single sales model is not conducive to people's full understanding of product information. Some people change their marketing strategies for personal gain, resulting in some profits being deducted in every marketing link, which is not conducive to improving the economic benefits of enterprises. Secondly, the issue of trust is also a key issue that traditional marketing needs to consider. Due to poor management in all marketing links, distrust among enterprises, retailers and consumers has also increased. The appearance of Internet has changed the traditional marketing channel relationship. By building a large-scale marketing platform, the sales behavior of all marketing links will be more open and transparent. Under the influence of the market, the competition among enterprises is becoming more and more fierce. As long as the product sales staff publishes the basic information of products through the Internet platform, consumers can browse the basic information of various products directly through their mobile phones, and watch the buyer show to provide guidance for their shopping. Internet makes the relationship between marketing channels closer, which can coexist and promote each other.

(B) changed the value chain links

Traditional commodity sales are not direct sales, but only through the role of a third party, which not only slows down the speed of commodity marketing, but also affects the improvement of the industrial chain. The third party plays a decisive role in marketing quality. To some extent, the existence of the third party has affected the development of e-commerce. With the strengthening of the application of Internet in marketing, the value chain of enterprises has also undergone fundamental changes, alleviating the contradiction between consumers and sellers, making consumers trust products more, and improving the value of commodities through logistics management, value chain analysis and the relationship between supply and demand of commodities.

(3) Change of channel rights

Traditional marketing is not an economic activity of both sides. Only the intervention of middlemen can promote commodity sales and promote the development of industrial chain. Middlemen play a key role in the whole economic activities. According to different marketing models, middlemen are also different, including traditional middlemen, network middlemen and actual middlemen. The former is a real middleman, and the latter two are the products of e-commerce. Network middlemen can control the trend of transaction amount, consumers are satisfied after getting the product, and merchants can get the corresponding money only after clicking to confirm the receipt. The existence of network middlemen protects the legitimate rights and interests of consumers to a certain extent and maintains the security of the trading environment.

Third, an effective way to optimize e-commerce marketing channels

(A) rich marketing channels

1. Realize the classification of marketing channels.

There are many kinds of marketing channels. Dividing different levels according to different attributes can improve the marketing quality. As far as the development trend of e-commerce in China is concerned, the Internet plays an important role, which not only broadens the marketing channels of commodities, but also realizes the integration of various channels, realizes online and offline synchronous transactions, and greatly improves the economic benefits of enterprises. Therefore, in the development of e-commerce, it is necessary to realize the classification of marketing channels and further optimize each level. Every middleman in the development of e-commerce can be regarded as a level, and the level of intermediary institutions can be used to represent the series of marketing channels. If an enterprise independently designs brand clothing, and in the process of independent operation, it is also responsible for the clothing sales of other enterprises, then this enterprise has two identities in the sales process, one is a middleman and the other is a seller. Therefore, in the development of e-commerce, enterprises should be encouraged to realize the classification of marketing channels, which can become multiple roles, and each role has specific benefits, thus improving the economic benefits of enterprises in an all-round way. From the marketing point of view, if manufacturers distribute their products to wholesalers and retailers, then the latter two play the role of middlemen in the marketing process, and their levels are all level one. Then the middleman sells it to the market, so the sales market is at the second level in the whole marketing. The status of the first level and the second level is not static, but changes according to the consumption relationship. Among these two levels, other levels can be added to make the level of marketing channels higher. In this process, e-commerce companies should do a good job in product quality control, fully investigate consumers' shopping needs, and summarize consumers' feedback.

2. Update the service concept

The Internet is extremely open. In the development of e-commerce, we can understand the real shopping needs of consumers through the Internet platform and summarize the relationship between supply and demand. E-commerce enterprises should first update their service concepts, focus on improving service quality and optimizing service system. Mainly deal with all kinds of unsafe factors in the process of e-commerce transactions and improve the online shopping consultation system. Users can master the basic knowledge of online shopping, standardize their own operations and reduce the security risks of online shopping by consulting relevant staff. Secondly, the staff of e-commerce enterprises should improve their own quality, take enterprise development as their own responsibility, demand themselves with higher professional standards and improve service quality. We must also have a sense of integrity, get along with consumers and gain their trust. We must not force sales, and we must respect the personal wishes of consumers. Finally, e-commerce enterprises should also raise the threshold of service personnel, and it is strictly forbidden for people without industry qualification certificates to enter the enterprise to ensure the quality of service personnel.

(B) Optimize marketing channels

1. Optimize the marketing process

E-commerce enterprises should improve marketing channels, analyze and evaluate various marketing channels, summarize the effects of different marketing channels, and then refine each marketing link, strengthen the management of each link and ensure the quality of each marketing link. Secondly, it is necessary to understand the organizational structure of marketing channels, assign tasks according to each organization, refine the division of labor among departments, and arrange special personnel to be responsible. Once there is a problem in a certain link, the responsibility of the parties should be investigated. Just as product manufacturers want to improve product quality, it is forbidden to shoddy, do a good job in product quality control, strengthen inspection and improve product quality. Intermediaries should do a good job in product promotion and distribution, expand product sales channels and improve economic benefits. Manufacturers and middlemen should coordinate the development of relations and further optimize the marketing process.

2. Pay attention to brand awareness

Brand awareness is a key issue in the process of commodity sales. E-commerce companies should have brand awareness and make good use of the Internet to promote their products. At the same time, we should collect product materials extensively, optimize product packaging design, and stimulate people's shopping desire. It is necessary to fully analyze the market development needs, study people's psychology, and design different packaging according to different age groups. Secondly, e-commerce enterprises should accurately position themselves, establish a long-term development vision, carefully analyze products, and do a good job in sorting out product information so that consumers can see it at a glance. Thirdly, e-commerce enterprises should build a professional marketing team to improve the professional ability and personal quality of employees and improve the quality of all marketing links.

(C) Pay attention to marketing channel management

E-commerce enterprises should attach importance to the management of marketing channels, formulate phased management plans, classify management according to the functions of marketing organizational structure, screen professional management talents and improve management quality. We should also improve the supervision system, encourage everyone to supervise, report anonymously, and understand the real situation of various marketing channels. We can set up a special supervision organization, or implement a multi-channel management mode, and manage through the network to improve management efficiency. In addition, in the development of e-commerce, we should also attach importance to logistics management to ensure that logistics is updated in time, consumers can understand the dynamic trend of goods in time, and the sales department of enterprises should get in touch with the logistics department to ensure that commodity logistics can be updated in time.

Concluding remarks

Under the Internet environment, e-commerce marketing channels have increased, but the relationship between different channels is chaotic. In the context of the Internet, it is necessary to clarify the relationship between various channels and do a good job in the division of responsibilities among various departments. Focusing on market demand analysis and adjusting the supply and demand management of commodities, we can carry out hierarchical management according to the nature of marketing channels, improve management efficiency and promote the development of e-commerce.

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Chen Yuxuan. Analysis of Agricultural Products Network Marketing Strategy Based on E-commerce Environment [J]. Contemporary Economy, 20 17(05)

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[3] Zheng. Study on the Network Marketing Model of Agricultural Products in Zhangzhou [J]. Modern Marketing (Next Issue) 20 16(08)

[4] Song Limin. Research on the Status Quo and Selection of Marketing Channels of Brand Clothing Enterprises in E-commerce Environment [J]. Modern Economic Information, 20 16( 19)

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