What is the most beneficial relationship between traditional sales and e-commerce for the healthy development of enterprises? The urgent need for homework

E-commerce and traditional channels should be grasped at the same time; Both hands should be hard. Only under this principle can we form a dynamic, smooth, orderly and efficient macro marketing channel, otherwise it will be like "cutting the roots to promote the tree and blocking the source for a long time". Tradition is still there, wolves sharpen their claws and attack them in groups. Nowadays, the market is full of swords and shadows, and channel providers must have the characteristics and skills like wolves in order to win in the fierce competition and struggle. Energetic, quick-thinking, attacking in groups, chasing after the target. However, it is generally believed in the industry that dealers in the new era are suffering from "internal troubles and foreign invasion", and the traditional channels "before me, where have those long-gone times gone?" Behind me, where is the next generation? " Is undergoing the survival test of the internet age. Can it survive in the stormy market? The myth of Dell has always been an example for IT upstarts to follow. When it entered the China market, its direct selling model set off a wave of public opinion in China. For a time, large and small newspapers are discussing how long the vitality of traditional channels can last. Direct selling model appeared in the development of customer-oriented marketing model of traditional marketing model, but it can't be popularized in China for a while. In addition to the well-known truth that it is not in line with China's national conditions, it also reflects the emphasis on self-marketing and the neglect of cooperation. Production enterprises would rather spend a lot of money and manpower to establish their own sales companies and marketing channels than actively maintain good cooperative relations with commercial enterprises, resulting in shrinking market, greatly increasing marketing costs, declining enterprise benefits and slow development. At the same time, pressure is the driving force. Traditional channel providers continue to strengthen their own kung fu cultivation, or are good at brands and services, or make profits through technology and training. After the baptism of the market, traditional channel providers have found their own greater value-added space. When the channel dealers just tasted the life of living and working in peace and contentment, in a blink of an eye, the internet came everywhere, and its rise changed all the rules of the game. The appearance of Internet has changed the history of IT industry's transformation simply to meet the requirements of traditional industries, and its application in enterprise management has completely affected the change of enterprise management mode, thus making it increasingly difficult for traditional marketing methods to meet the requirements of rapid economic development. Some people think that the emergence of the Internet will squeeze sales channels, e-commerce will be diverted from channels, and distributors will be laid off. Those dealers and agents, large and small, feel the unparalleled pressure from e-commerce and worry about being "squashed" by the flattening of channels. To the relief of distributors, they not only did not die, on the contrary, a large number of dot.com fell down and became "revolutionary pioneers". Those who are eager to cut off the intermediate channel link seem to reduce the channel cost, but they may generate unexpected costs or lose control of the channel. In a sense, channel providers are playing and will continue to play an irreplaceable role in IT products, reflecting the strong vitality of traditional channels. The author believes that people who believe that "tradition is eternal" have their own reasons. Tradition should be prepared for danger in times of peace, however, the traditional channel sales model also has great disadvantages and limitations, just like a hundred-footed bug, it will die without being stiff; Channel compression is imperative, and flat channel construction has become a pragmatic way. The new economic channels represented by online direct selling, online intermediary and ASP will have a great impact on traditional channels. Enterprises that do not attach importance to new economic channels and stick to traditional channels will lose their competitiveness. The most competitive marketing channels are corporate marketing channels and chain marketing channels. The former refers to a channel system that a company owns and manages several factories, wholesale institutions and retail institutions in a unified way, controls several levels of marketing channels, and even controls the whole marketing channel, and comprehensively manages production, wholesale and retail business. Chain system marketing channel is a channel system formed by the unified management of many stores. Once the marketing channel of the chain system is formed, there is no doubt that our market has an additional main channel. Everyone has to deal with several pressures: in order to meet the needs of fierce competition, suppliers should unify customs declaration and prices, compete at low prices, and sell directly as much as possible, which reduces the profits of channel providers; The fierce competition between channel dealers at the same level has greatly reduced profits. This shows that they want to reduce costs and change the original channel model. In fact, the evolution of the channel model has never stopped. From the initial acceptance of factory orders to factory direct sales, from factory direct sales to business agents, from business agents to industry direct sales, from industry direct sales to online direct sales, the channel model has been adapting to the constant changes and adjustments of the market. E-commerce has brought a breakthrough for this channel fission, and the practice of relying solely on product sales has lost its appeal. There is an eternal law in this industry: without eternal growth point, growth will inevitably decline. In order to remain competitive, channel suppliers must have expertise in other fields or have the ability to add value. Leading domestic enterprises and a large number of multinational enterprises took the lead in establishing their own online marketing platforms. Channel vendors play an irreplaceable role in IT products. But like all traditional industries, channel providers must develop towards e-business. Domestic leading enterprises and a large number of multinational enterprises took the lead in establishing their own online marketing platforms. Although e-commerce has just started in China, its potential is unparalleled. The leading domestic e-commerce platform service providers should make joint efforts to introduce the role of rr e-commerce public platform in China in future daily work and life, so as to promote the development of e-commerce. The biggest feature of e-commerce is information explosion, and the application of search engines can greatly save consumers' time and energy. Therefore, if the traditional channel realizes its automation and reorganization flexibility by means of e-commerce, its operation can be full of vitality. Developing e-commerce is not as simple as building a website. Maintaining a series of service systems of online business, women's clothing logistics and distribution, and customer relationship handling are all very difficult things. E-commerce depends not only on the virtual platform or carrier or media of the network, but also on a brand-new open and ever-changing business environment that breaks time and space. Just as in traditional commerce, service is the purchase point that users value more than price, product, technology, function, brand and other factors, in e-commerce environment, service is still an unchangeable commercial winning rule. At present, the popularization and application of pure network marketing is still ahead of schedule, so the prospect is not optimistic. The development of e-commerce in China is based on netizens, but the proportion of netizens is still very small, which greatly limits the development of e-commerce. There are many factors that restrict the development of the netizen team, including China's economy is still in the primary stage, its actual purchasing power is still far behind that of developed countries, network knowledge has not been popularized in culture and education, and people's consciousness needs to be changed only a few years after the Internet entered China. In terms of hardware facilities, Internet technology needs to be improved and developed to speed up the Internet access. How to expand the ranks of netizens in China? In the construction of Internet, while emphasizing market power, in the construction of information infrastructure, it is necessary to mobilize the power of the whole society with the help of government actions. In the policy of connecting people, we should gradually promote the popularization of network access according to the economic affordability of all social strata and the level of economic development in various regions. The imperfection of online payment is also an important factor. Promoting the development of e-commerce needs to further improve online payment in China, which is an important guarantee for the development of e-commerce. At present, in the process of developing e-commerce in China, there is a serious shortage of products in online stores, which are limited to books, CDs, food, etc., and there is a phenomenon of "seeing more and buying less", mainly because people still doubt whether there is fraud in online transactions. Judging from the current situation in China, people are still accustomed to the traditional shopping method of "seeing is believing", and have doubts about the quality of ordered products and after-sales service, holding a wait-and-see attitude. In commodity society and information society, the key is to establish credibility. It turns out that face-to-face transactions still have impressions and familiarity. Now online transactions are not so reliable, and the issue of credibility is more important. In addition, another reason why online shopping is difficult to break through the status quo is that online shopping does not have its price advantage. In the United States, where e-commerce has developed to a certain extent, online payment is no longer a problem, mainly because the credit card system in the United States is much more perfect than that in China. In the United States, e-commerce attracts not only convenience, but also the price advantage of online shopping. Logistics distribution adapted to e-commerce is also a bright spot. Logistics distribution has always been one of the main bottlenecks restricting the development of e-commerce in China. Many links and insecurity make people reluctant to trade online. The integration of Internet and tradition brings opportunities and challenges to traditional enterprises. Internet-based governance platform and sales platform have brought unlimited business opportunities to enterprises, but they also put forward higher requirements for corporate governance and operation. Information is the best point that affects corporate governance and management decisions. If the information is effectively controlled, a more reasonable customer relationship can be established, and a perfect supply system and distribution system can be established, so that enterprises can control the circulation of logistics and capital flow with the highest quality and operate with the highest efficiency. In the buyer's market, the market competition is increasingly fierce; Relying on traditional marketing methods, it is increasingly difficult for enterprises to gain a competitive advantage in the market. The appearance of network marketing has completely changed the basis of the original marketing theory and practice, and the marketing and governance model has also undergone fundamental changes. Network marketing is another channel for enterprises to provide products and services to consumers, which provides a way for enterprises to enhance their competitive advantage and increase profits. In the network and e-commerce environment, compared with traditional marketing, network marketing has changed greatly from theory to method. Therefore, how to deal with the integration of online marketing and traditional marketing and whether it can attract customers' attention and demand for products more effectively than competitors has become the key to the success of online marketing. Network marketing has promoted the development of traditional channel concept, forming a situation that internal and external communication and management are inseparable from the network, an important channel and information source. The reduction of sales department staff, the reduction and flattening of sales organization level, the reduction of the number of distribution agents and stores, the shortening of channels, and the prevalence of internal and external organizations such as virtual dealers, virtual stores and virtual departments have all become the urgent needs of enterprise reengineering organizations. Network marketing is one of the mainstream ways in the future, and the future distributors will inevitably move towards "e-commerce". In the era of e-commerce, channel providers can find their own value, and the space for survival and development can choose cooperation that complements others' advantages, or find value-added models and services related to their own businesses. Channel vendors are in the middle and lower reaches of the channel in the traditional channel sales model, and what they really promote is the direct contact between products and users; The role of logistics distribution in e-commerce is to deliver products directly to users. Under the mode of e-commerce, information and funds are transmitted online, and logistics distribution is mostly carried out through professional logistics distribution companies, and there is a lack of face-to-face communication between production enterprises and users. This defect is bound to have a great impact on product information feedback and after-sales service. As for channel providers, they are in a position directly facing customers. Problems such as product design, quality defects and market positioning found by customers during use can be fed back to the upstream enterprises of the channel through traditional channel providers, and the value of traditional channels in this respect cannot be underestimated. Therefore, under the e-commerce mode, channel providers can establish a part of professional service system. The perfect combination of e-commerce and traditional channels can really start the dynamic mechanism and pressure mechanism of marketing subjects, thus forming various forms of marketing channels and realizing the multi-channel operation of goods in the whole society. This will become the most important business model in the future.