Research On The Status Quo And Development Strategy Of Self-owned Online Mall And Third-party Online Mall In Enterprises

The "Internet +" development plan has made the Internet an important engine for promoting China's economy and at the same time it has promoted the explosive growth of China's e-commerce scale.For companies from all walks of life,only actively participating in them can be brought into line with the times and achieve lasting development momentum.In this environment,many companies have established a Self-owned Online Mall(SOM)while maintaining traditional retail channels.At the same time,many companies have been affected by e-commerce platforms such as T-Mall and Jingdong Mall.The company also chose to open a Third-party Online Mall(TOM)on e-commerce platforms such as T-Mall and Jingdong Mall.It can be seen that SOM and TOM are both enterprise network marketing channels.On the one hand,due to brand and strategic considerations,the company hopes to develop self-operated online store SOM.On the other hand,it has to face TOM's important influence in the market.In this case,how can companies do a good job in SOM/TOM's selection,positioning and development?This is crucial for companies.Based on the above issues,this paper presents a three-point commonality problem in the SOM/TOM status of enterprises by analyzing the status quo of SOM/TOM selection,related literature research and typical enterprise cases of 218 companies in five industries:the absence of enterprise network marketing strategies,the great dependent issue of enterprise TOM marketing channels,the most problems of enterprise SOM marketing channels.In view of the common problems existing in the SOM/TOM status of enterprises,this paper proposes an enterprise SOM/TOM selection evaluation system.The company can adopt the expert rating method,combining five factors that affect the choice of enterprise marketing channels,such as enterprise factors and product factors,and the advantages and disadvantages of SOM/TOM,to give a comprehensive assessment of the SOM/TOM marketing channel in 5 dimensions:the SOM/TOM marketing channel inventory capabilities,channel costs,marketing capabilities,integrity,and service capabilities.Enterprises can finally select SOM/TOM marketing channels based on the evaluation results.Finally,this paper explores the SOM/TOM development strategy of the enterprise,which mainly involves three aspects:SOM/TOM construction strategy,the channel conflict resolution and coordination strategy of enterprise SOM/TOM,and the internal integration strategy of enterprise SOM/TOM.