Simon Electric E-commerce Channel Integration Strategy Research

In recent years,with the rapid development of Chinese e-commerce,household electric industry presents an unprecedented boom in the field of e-commerce,more and more traditional household electrical companies began attaching importance to the e-commerce,and vigorously develop their own e-commerce,the competition of e-commerce channels are increasingly fierce.In the face of fierce marketing competition,how to establish rapid response mechanism of e-commerce channels,how to implement at a lower cost of sales as well as the maximum to meet customer demand,etc.,are the problems which a single e-commerce channel must to face.To solve these problems,the integration of household electric e-commerce channels is imperative.Simon electric as a foreign capital enterprise production switch socket,low-voltage wiring and lamps.when making the integration of e-commerce channels,we must be based on the characteristics of the household electrical product and the market demand。Only in this way,we can give the right strategy of integration.This paper first introduces the present development of Chinese electronic commerce,through the analysis of the domestic and foreign electronic commerce environment changes and the status of Chinese e-commerce channels integration,We can get the necessities of e-commerce channels integration.After in-depth study of e-commerce channel theory and strategy theory,it can give Simon electric the solid theoretical basis for the electronic business channels integrated strategies.Simon electrical as an excellent foreign company is in the field of household electric industry,through the in-depth introduction of household electric industry,the paper points out the characteristics of household electric industry,present situation of development and development trend,which can give Simon the right direction for the development of electronic commerce.Before giving the integration strategies,we must combine the characteristics of the industry and the development trend,deeply analyze the Simon electric current development of electronic commerce channels and issues,and also probe into the internal and external environment of electronic commerce.Then,through analyzing the core competence and the SWOT,the basic framework of electronic commerce integration has been clear.At last,the paper gives six integration strategies: strengthening the ability of management on company's proprietary B2 C platform,optimization of vertical e-commerce channel system,integration of online and offline channels,changing the function of the call center,building the strategic alliance of manufacturers,and promoting the cooperation between e-commerce channels integration.During the implementation of the six integration strategies,Simon electric should consider suitable supports and maintenance plans for e-commerce channel integration.For example: the perfection of the mechanism of information sharing,the initiative to resolve the conflict between channels,the construction of the culture in e-commerce channels and so on.Simon electric should also consider the effect of channel integration evaluation,to ensure enforceability of channel integration strategy.Only in this way,Simon electric can ensure the effective implementation of the integration strategy of e-commerce channels.