Research On The Development Of E-commerce Channel Of J Company

China's e-commerce started in 1995 and began to take shape in 2006,with a turnover of 1.1 trillion yuan,and then made great progress all the way.From the?Report of China's e-commerce 2018? provided by the Department of e-commerce and information technology of the Ministry of Commerce,it can be seen that in 2018,the scale of China's e-commerce transactions reached 31.63 trillion yuan,of which the online retail sales exceeded 9 trillion yuan.With the vigorous development of e-commerce in China and the increasing proportion of online business year by year,for the vast number of traditional enterprises represented by J company.vigorously developing e-commerce and using “Internet +” to complete the transformation has become the general trend related to the survival of enterprise.In the personal care industry where J company is located,the proportion of online business is also increasing year by year.Most enterprises and J company are facing the same dilemma: on the one hand,the diversion of e-commerce to offline consumers leads to the difficulty of business growth in its traditional dominant channel,and the marginal cost soars;on the other hand,the lack of online operation experience makes it difficult to obtain the corresponding return by investing a lot of resources,Instead,they fall into the mire of price competition.E-commerce poses a great challenge to its traditional business model and marketing strategy.They have made all-round explorations in organizational structure,operation model,personnel training and marketing strategy,and some excellent enterprise representatives have emerged,but more enterprises have not yet completely found their own way to development of e-commerce channel.Firstly,this paper analyzes the background of the development of e-commerce in China,and J company's main washing and care products industry e-commerce channel development status,and then with five chapters of the space on the J company's traditional advantages and disadvantages,e-commerce channel development status and problem.and the main competitors of its e-commerce development path and Strategy are combed,which summed up the experience that can be used for reference by J company,Finally,the paper gives some suggestions on the development strategy of J company's e-commerce channel and prospects for the future.This paper uses the SWOT analysis method and case analysis method,combined with the exploration of J company in e-commerce channel for many years,hoping to summarize some experience and suggestions that have certain reference significance for the future development of e-commerce channel of the company.