Research On The Internet Marketing Channel Of Clothing Products In China

Since China got access to Internet in 1994, the connection method has changed from telephone dial to broadband, then to fiber broadband, till today, GPRS and blueteeth technology; the Internet has developed rapidly and spreaded widely. The internet technology has influnced the garment industry, which made the internet an essential intermedium for the communication between clothing enterprises and consumers. Most of the clothing enterprises have realized the great advantages of internet marketing channel. China is the largest country of clothing production and consumption in the world, owning numerous clothing enterprises and brands. After joining in the WTO, the competition in this market is becoming increasingly intense, since foreign clothing enterprises also began to enter Chinese market one after another. Facing this severe situation, some far-sighted clothing enterprises began to search for some new clothing marketing channel mode, in order to meet customers' requirements efficiently, interactively and just-in-time, and to get the loyalty of the customers, so that the advantages of the enterprises in the competition can be increased. However, the construction of internet marketing channel is affected by all kinds of factors. So, how to set up an efficient internet marketing channel has become an important topic for academic circles and the clothing enterprises.This essay first analyzes the current situation of internet marketing channel of fashion products in China, as well as the factors that limit its development. In addition, by illustrating the choosing, constructing and managing of the internet marketing channel, it concludes the experience and shortcomings that clothing enterprises gained in their actual practice of internet marketing channel constructions. At last, some suggestions about internet marketing channel constructions are made both directly and indirectly, and there are also some countermeasures of management form the aspects of choosing, integrating and coordinating of internet marketing channel.The innovations of this essay are as follows:Firstly, as the development of internet technology, the factors that limit the development of internet marketing of fashion products keep changing constantly. However, this essay provides some practical measures to the bottleneck problem in internet marketing channel of fashion products.Secondly, there are some detailed explanations to the measures of internet marketing channel of fashion products, which are rather practical for the clothing enterprises.