The main problems of developing B2C e-commerce in traditional retail industry;
At present, there are three bottlenecks restricting the development of e-commerce in China, namely, specialized e-commerce credit mechanism, specialized e-commerce payment system and specialized e-commerce logistics system, which is still an insurmountable industry obstacle for e-commerce in China.
1, e-commerce credit mechanism The imperfection of social credit mechanism leads to the imperfection of professional e-commerce credit mechanism.
(1) The traditional closed economic consciousness is deeply rooted. Enterprises are used to cash on delivery transactions and are willing to do business with familiar customers rather than strangers. The probability of success in the first venture is often very low, and the two sides lack mutual trust.
(2) Fake and shoddy products are repeatedly banned in various places, and there are many irregularities in economic activities, and cheating occurs frequently. Relevant supporting laws and regulations are not perfect, and local protectionism is widespread.
(3) Without knowledge and understanding, people will not easily trust and accept e-commerce, an indirect virtual transaction form.
2. E-commerce payment system For most retail enterprises with physical stores, payment is mainly made by door-to-door delivery. For example, many convenience stores and supermarkets in China generally do not have a perfect electronic payment system. For virtual shopping malls, Taobao is the only perfect payment tool at present. Alibaba cooperated with China Industrial and Commercial Bank, China Construction Bank and other banks to launch Alipay, a secure payment tool, which provided great convenience for customers to pay for shopping.
3. E-commerce logistics system Specialization E-commerce logistics system is still the main bottleneck problem of e-commerce development. The characteristics of e-commerce put forward higher requirements for logistics. Logistics enterprises are required to be equipped with global positioning device (GPS), electronic tag equipment (RFID), short message value-added service of service provider (SP) and WAP wireless inquiry service besides realizing networking and informatization. But at present, domestic logistics companies have not met such requirements.
4. Website construction Website construction is an important link in the development of e-commerce. At present, many domestic enterprises have their own websites, but there are many problems. For example, the overall planning of the website is unreasonable and lacks the guidance of online marketing ideas; The website column planning is unreasonable and the navigation system is not perfect; The amount of information on the website is small and the important information is incomplete.
5. Enterprise scale construction The overall scale of the enterprise is small and the cost is high. At present, the scale expansion of domestic enterprises is more extensional expansion, and more attention is paid to seizing network resources. The scale benefit is not fully reflected, and the comprehensive gross profit margin has only improved to a certain extent, but the operating expenses remain high, resulting in a net profit margin far lower than that of international giants such as Carrefour and Wal-Mart. The transaction scale is too small, and the enterprise is short of funds, so it is impossible to form a professional and socialized logistics system to provide services for online transactions, otherwise the logistics cost of enterprises is too high, which is not worth the loss.
6. Management level There is a big gap between the management level of China's retail enterprises and the international retail industry.
(1) The management of commercial enterprises in China mainly relies on traditional management methods. The quality of employees in retail enterprises is low, which generally cannot adapt to the development of enterprises and lacks senior management talents, which leads to the lack of original innovation in enterprises.
(2) In marketing, we mainly rely on shopping discounts, gifts and other promotional means, rather than establishing a systematic marketing strategy of brand, service, reputation and overall corporate image. Lack of market segmentation, lack of standardized management in product mix, service standard, price, promotion and store layout.
(3) The degree of informatization is low. Enterprise management does not use modern electronic information technology. Foreign commercial enterprises take management information system, electronic data processing system and decision support system as the core, forming automatic management assisted by network, which is completely different from the traditional retail business model.
(4) The target market positioning of retail enterprises in China is not clear. Market positioning is not only an enterprise's own problem, but also related to the whole industry structure, scale structure and spatial structure. Because of unclear positioning, it is difficult for China retail enterprises to accurately grasp the needs of target customers and identify real industry competitors, so it is difficult to occupy a huge market share and thus form a competitive advantage with their own enterprise characteristics.
In addition, the development of e-commerce needs to clarify the legal obligations and responsibilities between enterprises, between governments and enterprises, and between enterprises and consumers. It involves international encryption issues, network links, network privacy issues, domain name infringement issues, e-commerce tax issues, and legal issues related to CA centers and electronic contracts that provide legal identity authentication for participants in e-commerce transactions.
How to overcome:
1, and build the credit system of the whole society.
Establish and improve the laws and regulations involved in the process of e-commerce, and formulate legal means to prevent computer crimes. Ensure the secure identity confirmation in the payment process, and use digital signature technology to encrypt the e-mail. The government has increased its investment in education. While paying attention to people's skill training, we can't ignore improving people's comprehensive quality. Establish a perfect social credit system through the combination of law and morality.
2. Improve the e-commerce payment system.
Enterprises cooperate with banks and government agencies. Be brave in innovation and establish your own payment tools. Alibaba's Alipay is a good reference. Like the mobile phone customer service and payment proposed by the mobile company, the enterprise can also cooperate with the communication company to design a system. After the customer purchases, the customer can pay by mobile phone through prompting.
3. Build a professional e-commerce logistics service system.
(1) The whole society must pay more attention to e-commerce logistics services, strengthen personnel training, reform the existing personnel training mechanism, introduce foreign advanced e-commerce logistics talents and training methods, combine education with the company's logistics industry, expand the e-commerce logistics service industry chain, and finally realize the leap-forward development of personnel training.
(2) The state and enterprises jointly participate in the construction of e-commerce logistics service system. The formation of e-commerce logistics service system in the whole society needs the joint efforts of the government and enterprises. The government should invest a lot of money in information infrastructure such as highways and railways to ensure smooth traffic and confidence. Enterprises need to invest in modern logistics technology to provide customers with convenient services and improve their competitiveness through information networks and logistics networks.
(3) Encourage the development of third-party logistics and improve the level of specialization and socialization of logistics enterprises. Providing high-level logistics services with the help of information technology.
4. Optimize the website
(1) Define the website construction goal; Reasonable planning column structure, the level should be within three levels; Reasonable website navigation, clear website map, etc.
(2) Provide detailed information required by users; The content of the website should be updated from time to time. Ensure the credibility of the website.
(3) Ensure that the website can run stably and the access speed cannot be too slow; Provide online services for users; Ensure that the information that users care about can be found on the homepage of the website; At the same time, it should embody the function of network marketing.
(4) Optimize the website and operation.
5. Expand the scale of enterprises and integrate the upstream and downstream relations.
Expand the scale of enterprises, integrate the relationship between upstream and downstream enterprises and form an intensive industrial chain. The bigger the scale, the better. Economics believes that under the condition of completely competitive market, the long-term equilibrium of manufacturers appears at the lowest point of long-term average cost, and the scale at this time is also the time when the scale economy of manufacturers is the largest. Similarly, enterprises should pay attention to moderation when expanding their scale. Under the condition that funds permit, the scale of enterprises will be appropriately expanded, or powerful enterprises will unite, or large enterprises will merge or merge with small enterprises with poor development prospects. Pay attention to the choice of address when expanding scale, especially chain enterprises, otherwise it is difficult to form scale benefits. The idea that upstream and downstream enterprises want a win-win situation should not be deliberately suppressed, nor can it form a trend of interdependence. Vicious competition will only be detrimental to the development of enterprises, and interdependence will restrict both sides. Good market competition can promote the development of upstream and downstream enterprises. So we should encourage healthy competition.
6. Strengthen enterprise management
Adopt modern management level and technical means to train enterprise employees and improve their quality. Recruit talents with high management level. People-oriented, know how to respect and retain talents. Adopt electronic information system, electronic data processing system and decision support system. Online marketing and offline marketing are combined, and different marketing models are adopted to complement each other.