Research On Slb Online Channel Optimization And Integration From The Perspective Of Performance

In recent years,with the rapid development of China’s e-commerce industry,the industry competition is becoming more and more fierce.The optimization and integration of marketing channels of e-commerce enterprises has become a hot issue.However,the marketing channels of many enterprises have some problems in varying degrees,such as unreasonable channel structure,backward channel management and poor coordination between channels.These problems have seriously affected the market competitiveness and business performance of enterprises.Therefore,taking Zhejiang SLB e-commerce company as an example,this thesis studies the company’s online marketing channels and existing problems,and puts forward the channel optimization and integration strategy,which can not only provide direct guidance for the online marketing channel optimization of SLB company,but also provide reference value for the online marketing channel optimization of similar e-commerce enterprises.SLB company,the research object of this thesis,is an e-commerce company focusing on the production,research,development and sales of "Sleep Doctor" series products.The company was founded at the beginning of the rising period of Internet dividends and achieved rapid growth relying on the third-party online platform.However,in recent years,with the intensification of competition in the e-commerce industry,the company is currently facing weak growth,rising operating costs Decline in operating profits and other difficulties.The reason is that the company’s online channel management is extensive,the channel structure is unreasonable,and there is a lack of effective cooperation between channels.From the perspective of business performance,this thesis analyzes the current situation and existing problems of SLB company’s marketing channels,constructs a multiple linear regression model,and empirically studies the relationship between the company’s business performance and marketing channel portfolio investment.On this basis,it uses the coupling coordination degree model to calculate the synergy between channel portfolios,and puts forward strategic suggestions for channel optimization and integration,In order to promote the sustainable and rapid development of SLB company.This thesis finds that the marketing channels of SLB company are diverse and single.All online channels are simply divided into "self-support" and "direct supply".The advantage is easy to manage,the disadvantage is the single operation mode and the lack of communication and coordination between channels.The company’s "self-support" channel operation cost increases year by year,and the platform traffic loss is serious.Although the performance of "direct supply" channel is growing slowly,there are also problems such as the increase of brand traffic cost and traffic loss.There is a significant positive correlation between the marketing performance of the company’s "direct supply" and "self-support" channels and their input costs.With the intensification of Internet competition,the contribution of "self-support" channels to the company is decreasing year by year.However,the coordinated development level of the two channels has not yet reached a significant level,and the coordinated development level of the two channels still needs to be improved.Finally,combined with the current situation and existing problems of online marketing channels of SLB company,and the research on the relationship between corporate performance and channel integration,this thesis puts forward to optimize the management mode and improve channel performance;Adjust the company’s organizational structure and promote channel coordination;Build its own channels and avoid platform risks;Integration of channel marketing information network system and other strategic suggestions for channel optimization and integration.In addition,in order to better ensure the optimization and integration of the company’s online channels,this thesis proposes to build an information sharing platform,introduce a customer management system,take measures to prevent and resolve channel conflicts,and build a technical support system.