Research On Distribution Network Management Of Colgate In E-commerce Environment

With the continuous innovation of Internet technology in our country,it brings more and more convenience and shortcut to people's life.Online shopping has become a more and more popular way of shopping for consumers,and is widely accepted by the public.As a fast-growing fast-moving consumer goods company,the consumer of Guangzhou Colgate Palmolive Co.,Ltd.is one of the most fundamental factors for its survival and development,and the improvement of the network distribution channel is the business content that Colgate Company has been paying close attention to.In order to get a place in the fierce market competition,the reasonable distribution of the network distribution channel is the rapid development of the enterprise An important way.Therefore,how to make a reasonable use and planning of the network distribution channels,make a correct judgment on the level of the network distribution channels of Colgate and improve the network distribution channels of Colgate are essential to ensure the sustainable development of the FMCG industry.This paper mainly uses the methods of literature research,investigation,statistical analysis and experience summary to study,analyze and summarize the management of the distribution network of Colgate Company in the e-commerce environment.First of all,through the introduction of the research background and significance of this paper,the main research contents of this paper are introduced,and some domestic and foreign researches on marketing channels under the environment of Internet and e-commerce are summarized and sorted out.Then,combined with the relevant research theories of e-commerce marketing channels,as the theoretical support for the research contents of this paper.Secondly,the basic situation of Colgate Company is briefly introduced,and the high-tech enterprises are analyzed In addition,the paper studies and discusses the management of Colgate's distribution network,and analyzes the existing problems of Colgate's distribution management,including the disunity of distribution channel management,the backwardness of sales strategy management,the lack of management based on the needs of consumers,and the lack of after-sales management.At the same time,using pest,Porter's five forces model and SWOT analysis method,this paper makes a comprehensive analysis of the macro environment and industry competition environment in which Colgate Company is located.The macro environment mainly includes four aspects: political,legal,economic,social and technological environment.The analysis of Colgate's meso environment includes the competitiveness of existing competitors in the industry,the bargaining power of suppliers,and the competitiveness of buyers Bargaining power,the threat of potential players in the industry,the threat of substitutes.Finally,according to the characteristics of Colgate network distribution mode and the company itself,it provides ideal positioning and product solutions for target customers,after-sales service and distribution network operation strategy.Through the analysis of the distribution network management of Colgate Company in thee-commerce environment,the following conclusions are drawn:(1)First of all,at present,Colgate Company is facing the competitive pressure of the rapid development of domestic local enterprises and e-commerce,and at the same time,it is also carrying out fierce competition with international giants in the global scope,which makes the company must formulate the competitive strategy according to the rapidly changing competitive environment to adapt to the needs of domestic and foreign market competition.Secondly,Colgate Company has a better external development environment and a better industrial environment,which creates a good external environment for its competitive strategy formulation.At the same time,the company also has certain advantages in terms of financial strength,marketing means,human resources and production capacity,but there are inevitable development problems in the process of competition,including the disunity of distribution channel management The management of sales strategy is backward,the management based on the needs of consumers is insufficient,the lack of after-sales management and other problems.(2)With the rapid development of economy,the competition among major enterprises is intensified.The rise of Internet makes the development of network distribution mode of FMCG industry more and more challenging.FMCG companies can only master different distribution modes skillfully,and effectively use the network as the leading development and competitive advantage.In addition to relying on the company's overall business development strategy,the company's channel development strategy must also fully understand the market environment,market characteristics and the actual situation of the company's property,so as to design a suitable marketing channel model for the company's development,and develop an old channel strategy that keeps pace with the times is a matter of vital importance to the enterprise,so as to prevent the enterprise from failing to keep up with the market changes.(3)In order to realize the effective distribution of the network in the FMCG industry,a comprehensive distribution strategy must be formulated.From the definition strategy to the implementation strategy,it must meet the needs of consumers.At the same time,it must provide sufficient resources and other capital investment to improve the network distribution to improve the infrastructure construction,improve the organizational structure,improve the technical level,and ensure that the network distribution strategy Smooth implementation.(4)In order to avoid the conflicts between traditional distributors and network distributors,it is necessary to adjust the channel conflicts through certain management measures.Among them,the most effective is to implement the channel strategy,that is,to improve the traditional marketing channel by optimizing the network marketing channel,to integrate the traditional channel and the network marketing channel that the enterprise has been running for a long time,and to build a platform for knowledge exchange between channel members,which can avoid conflicts and encourage the improvement of the two mechanisms To complement their shortcomings.(5)In the face of the ever-changing market,including using the Internet to deepen the analysis of customer information integration with the support of big data,the focus is to improve staff service level,expand financing channels,enhance asset integrity,improve organizational coordination,improve internal control and governance,and give full play to the guiding role of corporate culture.