| "HaiChenHangXian Garment Co., Ltd" (HCHX) is a garment enterprise that produces children' s wear for 0-16 years old as its main business, with the distinguished brand of "HaiChen Beibei". Primarily, the products are sold to northern part of China. Especially in Peking, Tianjin, Hebei, Shandong and Shaanxi, HCHX has covered a remarkable proportion and ranked the first 10 places in the comprehensive sales market of children' s wear. In 2004, the company decided to expand the new channel of distribution while continuing to explore the potentials of sales in the northern region. Online sales come into sight with its distinguished advantages of low cost and brand-effect. As far as the geographic impact, fictitious market is certain to be more and more important in the coming years. The designing plan of sales distribution on network will be a key point for the future development of HaiChenHangXian Garment Co., Ltd, and to some extension, it is estimated to be a focus in the competition of sales market of children' s wear on the whole. Therefore, how to fit the revolution of sales channel on network becomes a serious study objective for all the kids garment enterprises.Chapter One of this thesis introduces the background, meaning and method of research. Chapter 2 discusses the retail channel theories. Chapter 3 analyzes the existing retail channel of "HaiChenHangXian Garment Co., Ltd. " . Meanwhile, it points out four elements to construct the network retail channel that the enterprise must face, which are the funds stream, logistics, information stream and the conflict problems of... |
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