Women'S Clothing Marketing: How To Get Along Well Under The Internet?

We propose two coordination schemes of A and B.

The A plan means that manufacturers rely solely on online marketing channels to engage in sales activities of the product to achieve pactions with consumers; intermediaries only introduce products to consumers, sell products, provide after-sales services, and focus on providing marketing efforts to create demand.

Middleman mainly assists consumers in purchasing from manufacturers' online marketing channels, and proceeds are obtained from manufacturers' rebates.

Under such a scheme, the middleman actually acts as the marketing agency of the manufacturer.

For example, Mcglaughlin's official B2C mall is mainly used as a trading platform to create revenues and profits. The main function of offline stores is not to create profits, but more to display experience and service functions.

The B plan shows that the manufacturers complete intermediaries to complete pactions with consumers. Online marketing channels only provide products and middleman information to help consumers buy through intermediaries.

At this point, the manufacturer's compound channel strategy is mainly composed of traditional channels, supplemented by online marketing channels.

Sales products are mainly realized by traditional channels, and the main purpose of online marketing channels is to promote shop channel sales.

This situation is universal in reality, such as McDonald's, the service industry often can not complete pactions and consumption on the network; many luxury goods, high-value products, such as cars, etc., the main significance of its online channels is network promotion, new customers, and promote sales of physical channels.

After considering all the factors, we can draw another two conclusions: when the unit logistics cost of the intermediaries is less than the unit logistics cost of the online marketing channel, the A scheme is better than the compound channel uncoordinated situation, and is also better than the B scheme, that is, the A scheme > the non concordance > B scheme.

When online

Units

When the unit logistics cost is smaller than the middleman channel, the enterprise composite channel B scheme is better than the compound channel uncoordinated situation, and is also better than the A scheme, that is, the B plan > the incongruity > A plan.

The above conclusions have positive guiding significance for the enterprise's compound channel strategy.

By conclusion, we know that reducing consumer online

Risk perception is a problem that enterprises need to pay full attention to and seriously solve when implementing the compound channel strategy.

On the one hand, enterprises can encourage consumers to reduce their perceived risk by buying a brand-name, buying high priced products and so on. On the other hand, enterprises can also provide consumers with various ways to reduce risk, such as safety payment, refund guarantee, replacement of goods, online display, website reputation, purchase experience of the same website, goods ratio three, product composition information, and chatting room.