Study On Enterprise Marketing Channel Integration Under Business Environment Using

With the rapid development of e-commerce, online shopping has become a commodity sales market in China is an important part of, e-commerce market has gradually shown its beyond the traditional commodity sales market trend, under this background, for the enterprise market marketing, strengthen investment in e-commerce market, actively explore the network marketing channel is in the current environment for enterprises to develop the important way. But it should be noted, with enterprises to develop the network marketing channels, network marketing channels between traditional marketing channels and also appeared in the certain conflict, compared with the traditional marketing channel conflict, channel network marketing with traditional marketing channel conflicts more acute. And enterprise in the network marketing channels to expand the shall have a comprehensive understanding of the channel conflict, fully aware of the adverse effects to the enterprise marketing behavior generated by the channel conflict, and actively take corresponding strategy. In recent years, many enterprises in the market development of network marketing channels, pay more attention to in the network marketing channels with traditional marketing channels integration, high degree of system of marketing channels by building integration, to eliminate the impact of network marketing channels of traditional marketing channels. From the point of view of practical application, universal access to the good effect, can eliminate the enterprise marketing channel conflict, to avoid the internal channels of unhealthy competition, realize the integration of online and offline channels in the channel. The Wuhan KYN cosmetics company as the research object, on the business environment to carry out network marketing channels outreach activities to study and system analysis the Wuhan KYN cosmetics company’s internal and external environment and the network marketing channel development. On the basis of this, the conflict between Wuhan KYN cosmetics company’s network marketing channel and the traditional marketing channels are analyzed, through the study found, at present Wuhan KYN cosmetics company network marketing channels and traditional marketing channels between exist some conflicts, product marketing channel conflict is more significant and need to integrate between the Internet marketing channels and the traditional marketing channels. Then the Wuhan KYN cosmetics company marketing channel has carried on the SWOT analysis, through the SWOT analysis, according to Wuhan KYN cosmetics company internal and external environment of the actual situation, propose strategies and recommendations about the marketing channel integration. Through this study, in order to more comprehensive and objective analysis of the Wuhan KYN cosmetics company network marketing channels with the traditional marketing channel conflict problems, and to solve the channel conflict problems, optimizing the existing marketing channels, improve the market competitiveness of products to certain reference.