This paper discusses and analyzes the current situation of e-commerce development in China from three aspects: the development environment, existing problems and the current development trend of e-commerce in China.
2 1 century is the information age, and the proportion of the tertiary industry in all countries is rising, especially the service industry. Information service industry has become the leading industry in 2 1 century, which has led to the emergence and development of e-commerce. Driven by the global information situation, e-commerce in all countries has been continuously improved and perfected, and e-commerce is the focus of competition among countries and major companies.
This paper discusses and expounds the present situation of e-commerce development in China from three aspects: the development environment, existing problems, how to improve the development environment and the development trend of e-commerce in China.
[Keywords:] e-commerce, development status, trend analysis
E-commerce originated from English ELECTRONIC COMMERCE, abbreviated as EC. As the name implies, its content includes two aspects, one is electronic mode, and the other is business activities. Generally speaking, it refers to the business activities carried out by electronic means such as electronic information network, and refers to the electronization and networking of business activities. E-commerce in a broad sense also includes the electronization of various businesses within government agencies, enterprises and institutions. E-commerce can be regarded as a modern commercial and administrative operation mode, which can meet the needs of government organizations, manufacturers and consumers to reduce costs by improving the quality of products and services, and accelerate information exchange through computer networks to support decision-making. E-commerce can include all kinds of social activities through electronic means. With the development of information technology, the connotation and extension of e-commerce are constantly enriched and expanded, and are constantly given new meanings, opening up a broader application space.
E-commerce will become the core of human information world and the development direction of network application in the 2 1 century, with unpredictable growth prospects. E-commerce will also establish a new economic and trade framework in the 2 1 century. Vigorously developing e-commerce is of great strategic significance for the country to implement the strategy of informationization to promote industrialization, realize leap-forward development and enhance national competitiveness.
First, the development prospect of e-commerce market is attractive.
Although it is impossible to predict when the transaction mode of e-commerce will become the mainstream mode at present, the market development potential of e-commerce is infinite, because: on the one hand, the development speed of potential consumers is amazing. According to UNCTAD's E-commerce Development Report 2002, by the end of 2002, the number of Internet users in the world had reached 650 million. In China, according to the latest survey report of China Internet Network Information Center (CNNIC), by the end of June 2003, the number of Internet users had reached 68 million, up 48.5% over the same period of last year, while the first survey 1997 in June was only 620,000, up 109 in several years. Seven times. Some of them are already consumers of e-commerce, and more are potential consumers of this fast-growing market. On the other hand, the volume of e-commerce transactions has increased rapidly. According to Forrester, an internationally renowned consulting firm, the global e-commerce transaction volume was about $2,293.5 billion in 2002, and it is likely to reach 12 by 2006. 8 trillion US dollars, accounting for 18% of global retail sales, with an average annual growth rate of over 30%. The United States is one of the most developed countries in e-commerce application, and its development trend has an important leading role for other countries. In 200 1 year, although the proportion of e-commerce transactions in the United States is still less than 3% of the total retail sales in the United States, the B2C part of online transactions of goods and services such as software, tourism and music products accounts for about 18% of this transaction, and similar situations also appear in other parts of the world. According to the data quoted by Anderson Consulting in UNCTAD's 20001E-commerce Development Report, by the end of 2003, the total transaction volume of B2B and B2C in China's e-commerce market will probably reach 4 billion US dollars, with an average annual growth rate of 194% and an average annual growth rate of B2C of 274%, which is multiple growth. In today's world, except for e-commerce, it is difficult for any market to have such a high growth rate, so its market prospect is extremely impressive.
Second, the problems faced by e-commerce in China
1, search function of e-commerce
When shopping online, a big problem users face is how to find what they want in many websites and buy it at the lowest price. The search engine looks very simple: a user enters a query keyword, and the search engine searches the database according to the keyword and returns the most suitable web page connection. However, according to the recent research results of NEC Research Institute and INKTOMI Company, there are at least 654.38+0 billion pages on the Internet that need to be indexed. At present, search engines can only index 500 million web pages, half of which cannot be indexed. This is mainly not because of technical reasons, but because online merchants want to protect the privacy of commodity prices. Therefore, when users shop online, they have to search from one website to another until they find products with satisfactory prices.
2. Security of e-commerce.
The security of e-commerce is still the main factor affecting the development of e-commerce. Due to the rapid popularization of the Internet, e-commerce has attracted people's extensive attention and is recognized as the most potential new growth point of IT industry in the future. However, when trading on an open network, how to ensure the security of data transmission has become one of the most important factors for the popularization of e-commerce. The survey company conducted an online survey on the application prospect of e-commerce. When asked why they don't want to shop online, most people's problems are fear of being attacked by hackers and losing credit card information. Therefore, some people or enterprises are unwilling to use e-commerce for fear of security, and security has become the biggest obstacle to the development of e-commerce. Such as: a safe and reliable communication network; Effectively protect networked information systems; Effectively prevent data from being stolen or embezzled; Cultivate e-commerce talents to know how to protect the security of their information systems and materials.
3. Problems in e-commerce management
The diversity of e-commerce has brought brand-new business rules and methods to the world, which requires the standardization of management. This management concept should cover business management, technology management, service management and many other aspects, so it is impossible to achieve satisfactory standardization in these aspects at the same time. In addition, it is also important for the e-commerce platform to be consistent in front and back. The WEB platform at the front desk directly faces consumers and is the facade of e-commerce. The internal management system in the background is a necessary condition to complete e-commerce, which is related to whether the business undertaken by the front desk can be realized well in the end. A perfect back-office system can better reflect the comprehensive strength of an e-commerce company, because it will ultimately decide what kind of services to provide users, whether the management of e-commerce is effective, and whether the e-commerce company can finally achieve profitability.
4. The taxation of e-commerce.
Taxation is an important financial source of a country. Because e-commerce transactions are carried out in the environment of international information network without fixed places, it is difficult for the state to control and levy taxes on e-commerce. Therefore, when formulating policies and regulations related to e-commerce, it is necessary to re-examine the traditional tax policies and means and establish a new and effective tax mechanism.
5. E-commerce standards.
Different countries have different national conditions, of course, there are some differences in the trading methods and means of e-commerce, and we have to face borderless and global trade activities, so it is necessary to establish relevant and unified international standards in the process of e-commerce transactions to solve the interoperability problem of e-commerce activities. The current problem of e-commerce in China is that the concept is unclear, and engaging in e-commerce and engaging in e-commerce presents a discrete, disorderly and partial state. Therefore, three problems need to be solved at present: first, to solve the unified standard e-commerce integrated service platform; Second, the key of e-commerce lies in business, application is its leading role, and it needs to connect various businesses and services; The third is to solve the standard problem of interconnection.
6. E-commerce expenses.
Due to the backward financial means and the imperfect credit system, China people prefer cash transactions and have no habit of using credit cards. In the United States, cash transactions are rare, and national shopping is basically paid by information cards. In addition, due to financial, tax and public safety reasons, the state encourages the use of information cards to reduce the circulation of cash. A perfect financial system and convenient, reliable and safe means of payment are the basic conditions for the development of B 2 C e-commerce. It is not difficult to see that the development of e-commerce in China is affected not only by the narrow network bandwidth, high Internet access cost, shortage of talents and lagging distribution, but also by the imperfect credit system and people's living habits. Therefore, we should intensify financial reform, improve the legal system, establish a credit system, correctly guide people to change some living habits, and create a good development environment for the development of B 2 C e-commerce in China.
7. Legal issues of e-commerce contracts.
In e-commerce, the written contract used in traditional business transactions is no longer applicable. On the one hand, electronic contracts are easy to forge, and it is difficult to prove their authenticity and validity; On the other hand, the existing laws do not regulate the legal effect of digital seals and signatures of electronic contracts. In addition, the existing technology can not accurately identify the uniqueness and confidentiality of digital seals and signatures. How to ensure the validity of contracts, electronic seals and signatures in e-commerce activities is one of the important factors to ensure the normal development of e-commerce.
Third, the main measures to further improve the development environment of e-commerce in China
E-commerce is a huge and complicated system engineering, which can't be accomplished overnight. In the medium and long term, we should publicize and guide from the following aspects:
1, do a good job in the development planning and macro guidance of e-commerce.
E-commerce is a new thing, the technology is developing rapidly, and the business model has not yet been finalized, which brings certain difficulties to the formulation of policies. This requires decision makers to be highly sensitive to market changes, strengthen research, and formulate policies to encourage the development of e-commerce in time. In this process, trade associations and other relevant intermediary organizations should give full play to their role as a link between the government and enterprises, do a good job in information communication between enterprises and government departments, and assist the government in formulating industrial development plans.
2. Strengthen infrastructure construction.
E-commerce is a business activity based on information network, which requires the construction of necessary information infrastructure and means, including the construction of various information transmission networks, the development of information transmission equipment and the development of information technology, so as to lay a solid foundation for the development of e-commerce. It is necessary to build a multi-level open network system that can be trusted and ensure the integrity and security of information, strengthen the construction of basic networks and improve the domestic user environment.
3. Strengthen e-commerce publicity and personnel training.
At present, the electronic information of departments and industries is seriously weak: without electronic information of departments and industries, e-commerce can only be an armchair strategist. Therefore, making full use of various ways and means to cultivate, introduce and rationally use a group of network, computer and management professionals with high quality, reasonable level and professional support is the fundamental guarantee for the success of e-commerce construction in China. At the same time, facing the security problem of e-commerce, the relevant government departments are duty-bound to organize relevant enterprises and research units to formulate security technologies.
4, strengthen the demonstration and guidance of the government, to carry out e-commerce demonstration project.
Through the implementation of government informatization, improve the efficiency and transparency of government work and promote the communication between the government and society; Develop non-payment e-commerce between government departments, promote the coordination of relevant departments in the implementation of e-commerce, promote the networking of management departments and realize e-commerce management; Develop e-commerce between government and enterprises and realize the networking of government procurement. Support key industries and enterprises to carry out e-commerce in a targeted manner, and sum up experience through pilot projects to promote it.
Fourth, China e-commerce development trend analysis
1, deepening the trend
The infrastructure of e-commerce will be improved day by day, the supporting environment will be gradually standardized, the depth of e-commerce development by enterprises will be further expanded, and the depth of individual participation in e-commerce will also be expanded. Image communication network and multimedia communication network will be built and put into use, and the trend of triple play is unstoppable. High-speed broadband internet will play an increasingly important role, and the network bottleneck restricting the development of e-commerce in China is expected to be alleviated and gradually solved. The development of e-commerce in China will have a good network platform and operating environment. The supporting environment of e-commerce tends to be standardized and improved gradually. The personal application of e-commerce will develop from the current point-to-point linear mode to multi-point intelligence.
2. Personalization trend
The demand for personalized customized information will be strong, and the deep participation of personalized goods will become inevitable. The emergence, development and popularization of the Internet itself is a liberation of individuals in traditional ordered economic and social organizations, which provides a more favorable platform for the publicity of individuality and the display of creativity, and also provides a more effective technical basis for the realization of consumer sovereignty. In this regard, personalized customized information demand and personalized commodity demand will become the development direction. Consumers will participate in the design and manufacturing process of goods. For all e-commerce activities for individual consumers, providing more diversified and personalized services than traditional businesses is the key factor to determine the success or failure in the future.
3. Specialization trend
Vertical websites and professional websites for consumers have bright prospects, and professional e-commerce platforms for industries have great development potential. The first is the specialization trend of individual consumers. To meet the personalized requirements of consumers, it is very important to provide professional product lines and professional services. In the next few years, the Internet population in China will remain a pig with middle and high income level. They have strong purchasing power, high education level and strong demand for personalized consumption. Therefore, relatively speaking, vertical websites that provide one-stop services and professional websites with certain products and services have greater development potential.
The second is the specialization trend of enterprise customers. For the B 2 B e-commerce model, the professional e-commerce platform based on big industries has a bright future.
4. Internationalization trend
China's e-commerce is bound to go to the world, and it is also facing severe challenges from the world's e-commerce powers. One of the greatest advantages of the Internet is that it transcends the limitations of time and space, and can effectively break all kinds of tangible and intangible obstacles between countries and regions, which will play a revolutionary role in promoting foreign economic, technological, financial and information exchanges between countries and regions. E-commerce will strongly stimulate foreign trade. Therefore, with the standardization and improvement of the international e-commerce environment, China e-commerce enterprises will gradually go global. Therefore, enterprises in China can truly stand on the same starting line with developed countries, and turn China's backwardness in the market economy track into a late-comer advantage. E-commerce is a golden opportunity for small and medium-sized enterprises in China to explore the international market and make good use of various foreign resources. At the same time, foreign e-commerce enterprises will strive to explore the China market. With China's accession to the WTO, this obstacle will be gradually eliminated.
5. Advantages of regionalization
Based on China's national conditions, it is an inevitable way to effectively expand the scale and benefits of online marketing. There is no contradiction between the regional advantages of e-commerce in China and the internationalization advantages emphasized earlier. The advantage of regionalization is based on China's unique national conditions. China is a country with a large population and a vast territory. Social groups have different characteristics in many aspects, such as income, concept and education level. Although China is still a developing country with relatively low income, the imbalance of regional economic development reflects the stage of economic development and the level of income structure, which is very obvious. In the foreseeable future, for a long time, the Internet population will still be dominated by big cities, medium-sized cities and economically developed coastal areas, and the regional characteristics of B 2 B e-commerce model are very obvious. Based on this model, e-commerce enterprises must fully consider this reality in resource planning, distribution system construction, market promotion and so on, and adopt a focused regionalization strategy to expand the scale and benefits of online marketing most effectively.
6. Integration trend
E-commerce websites will inevitably move towards new integration after the initial full bloom. The first is the merger between similar websites. At present, a large number of websites belong to "repeated construction", with the same or similar positioning and similar business content. The result of fierce competition can only be that a few enterprises finally win, and websites in a weak state will inevitably be eaten or closed. The second is the complementary merger between similar websites. Those leading e-commerce companies have great advantages in resources, brands and customer scale, but this is relative after all, and it is not an order of magnitude with well-known foreign e-commerce companies. These websites with good foundation and good development prospects will inevitably adopt acquisition strategy in the process of expansion, and the main mode will be complementary acquisition. The third is strategic alliance. Individualization and specialization are the two major trends in the development of e-commerce, and the resources of each website are always limited and there are all-round customer needs, so it is inevitable for different types of websites to cooperate with each other in the form of strategic alliances.
In a word, with the economic globalization and the rapid development of information technology and information industry, e-commerce will become the hot spot of information exchange in the future and the field that all countries pay most attention to and strive to develop. Although e-commerce in China is still in its infancy, it faces many problems such as system, technology and management, but it has taken a gratifying step. Only by having strategic vision and foresight, conforming to the trend of global economic integration, and striving to develop e-commerce suitable for China's national conditions, can we be in an invincible position.
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