The Marketing And Supply Chain Change In E Commerce

2973 words - 12 pages

Analysis of the Online Business in Supply Chain Management and Marketing Strategy
by
© Renjie Wu
__________________
2011

Student Number: WU_11340881

Tutor: Dr Luca Lo Sicco

Table of Content

|Chapters |Pages |
|Abstract |3 |
|I. Introduction |4-6 |
|1.1 Introduction of online business ...view middle of the document...

Conclusion and Recommendations |15 |
|Bibliography |16 |

Abstract

The goal for this essay is to describe the analysis about the pattern changes in supply chain management and the marketing strategy under the situation of the rapid growth in fashion online business. In addition, the competitive advantages of new mode of supply chain management by several retailers would be discussed. On the basic of classical strategy and blue ocean strategy, the essay would try to tell the future of a multi-channel business in fashion industry in terms of its chain management and marketing strategies, build in order to embrace the E-world as well as meet the demand of the changing market. Under the circumstance of tremendous growth in E-commerce in the fashion industry, it is right to reform the supply chain management system and apply up-to-date marketing strategies to keep the company a position in the arena.

Chapters

I. Introduction

When people greeting each other nowadays, the conversation usually ended with “adding me in the face book” instead of “ keeping in touch”. By the time I am writing the essay, “Facebook is likely to have exceeded 800 million active users, adding about 25million more each month. In seventeen countries around the world, more than 30 percent of all citizens-not internet users but citizens-are on Facebook, according to Facebook Global Monitor. (David Kirkpatrick.,2011. The Facebook Effect. London, Virgin books) New terms” facebook vertigo” had been invented to describe the feeling people get “when they suddenly see the names and faces of friends from long time ago”. Politics in many countries is increasingly transformed by the Facebook activism. That is how the internet influencing our daily life in a real picture. The very same thing happens in fashion business as well.

1. Introduction of online business

Having the right styles in the right place at the right time in the right quantity is always the core of the success in fashion business. It became more difficult when “the right place” includes multi-channels in retail stores, franchises as well as the websites. The wired-up world is attracting more customers to spend an increasing time in the virtual world, searching for the products that best meet their needs. So the fashion companies need to respond to the customer’s demand in this new digital world.

4 new networks between customers and companies through digital communications had been set up in the early 90’s, B2B, B2C, C2C and C2B, which are summarized in the below chart1.1. (PR Smith and Dave Chaffey.,2002. Emarketing Excellence. Oxford)

Chart 1 Options for online communications between and organization and its customers
|Consumer |  |  | |  ...

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