Research on the Online Channel Strategy of Traditional Manufacturers Based on Brand Equity

Traditional manufacturers are facing the problem of developing online sales market with the rapid development of e-commerce. In the process of online transfer, traditional manufacturers can choose to build their own platform or join the third-party cooperative platform, or adopt the combination of the two strategies, and lay particular emphasis on a certain strategy. Based on the manufacturer's brand equity, considering the cost of the manufacturer's self-built platform, the online channel strategy suitable for manufacturers is found out. It is concluded that in the case of not considering brand equity, it is appropriate for the traditional manufacturer to join the third-party cooperative platform. When manufacturers consider brand equity, it is not wise for manufacturers to only join third parties, and it is more appropriate to build online sales platforms.