E Commerce Channel Optimization Research On Men’s Brand Shoes Line Of A Provincial Agent B Company

As a new form of business activities,E-commerce is the product of information technology especially the Internet development. In recent years, its rapid development brings great changes to the world economy and the business environment, the construction of the enterprise network marketing channel hit the traditional marketing channels to a great extent. But it doesn’t mean they cannot coexist, they both have their advantages and disadvantages. The traditional marketing channels, on the one hand can enhance the users’ experience, and protect the brand image, but the sales market is limited; the rise of the Internet marketing channel can save the cost of sales and develop new markets, but it always faced with such drawbacks like the lagging logistics and network security. Modern enterprises are paying more and more attention to build their own online marketing channels, and are forming a network of compound marketing mode combining with the traditional marketing channels. But with this mode, various conflicts occurred among multiple marketing channels, such as the conflict between the same level of intermediaries, the conflict between different levels of the enterprise channels, the conflict generated by different channels serving on the same target market, and the channel members will inevitably strife for their own interests.In order to analyze the causes of conflict and put forward the channel optimization solution, this paper takes B company as a case study, based on a variety of business management theory and data analysis, analyzes the current situation and problems of marketing channel of B company. The study found that the conflict exists between company horizontal channels, vertical channels and multi-marketing channels,which brings adverse effect to the enterprise sales.The design of the distribution channel is influenced by the channel members in different angles, different interests and different methods,since the channel conflict is inevitable, it is particularly necessary to optimize the channel design. Aiming at the multi-channel conflict, this paper, with reference to the analysis of B company’s marketing channel performance,optimized the sales channel design of B company from the selection,the operation and the management of marketing channels.