E-commerce/e-commerce
E-commerce on the Internet can be divided into three aspects: information service, transaction and payment. The main contents include: e-commerce advertising; Electronic purchase and exchange of transactions and electronic transaction vouchers; Electronic payment settlement and after-sales online service. The main types of transactions are business-to-person transactions (B-to-C mode) and business-to-business transactions (B-to-B mode). There are four subjects involved in e-commerce: customers (individual consumers or enterprise groups), merchants (including vendors, manufacturers, storage and transportation companies), banks (including issuers and acquirers) and certification centers.
E-commerce is a direct product of the explosive development of the Internet and a brand-new development direction of network technology application. Internet itself has the characteristics of openness, globality, low cost and high efficiency, which has also become an inherent feature of e-commerce, greatly surpassing the value of e-commerce as a new form of trade. It will not only change the production and management activities of enterprises themselves, but also affect the economic operation and structure of the whole society.
1. E-commerce electronizes and digitizes traditional business processes. On the one hand, replacing real logistics with electronic flow can greatly reduce manpower and material resources and reduce costs; On the other hand, it breaks through the limitation of time and space, so that trading activities can be carried out at any time and any place, thus greatly improving efficiency.
2. The openness and globalization of e-commerce have created more trade opportunities for enterprises.
3. E-commerce enables enterprises to enter the global electronic market at a similar cost, making it possible for small and medium-sized enterprises to have the same information resources as large enterprises and improving their competitiveness.
4. E-commerce redefines the traditional circulation mode, reduces intermediate links, and makes direct transactions between producers and consumers possible, thus changing the whole social and economic operation mode to some extent.
On the one hand, e-commerce breaks down the barriers of time and space, on the other hand, it provides abundant information resources, which provides more possibilities for the reorganization of various social and economic factors, thus affecting the economic layout and structure of society.
E-commerce refers to the use of simple, fast and low-cost electronic communication methods to conduct various business activities without meeting buyers and sellers. E-commerce can be completed through various electronic communication methods. Simple, for example, you conduct business activities with customers by phone or fax, which seems to be called e-commerce; Now people are discussing e-commerce, mainly through EDI (Electronic Data Interchange) and the Internet. Especially with the maturity of Internet technology, the real development of e-commerce will be based on Internet technology. So some people call e-commerce IC (Internet Commerce) for short.
From the perspective of trade activities, e-commerce can be realized in multiple links, or it can be divided into two levels. The lower-level e-commerce is e-commerce, e-trade, e-contract and so on. The most complete and advanced e-commerce should be to use the Internet to carry out all trade activities, that is, to completely realize information flow, business flow, capital flow and partial logistics on the Internet. In other words, you can negotiate with customers online, place orders, pay (receive) money, open electronic invoices and even pay taxes through electronic customs declaration in one go.
To achieve a complete e-commerce will involve many aspects, besides buyers and sellers, banks or financial institutions, government agencies, certification bodies, distribution centers and other institutions need to join. Because the parties involved in e-commerce don't know each other physically, the whole process of e-commerce is not a copy of business activities in the physical world. Online banking, online electronic payment, data encryption, electronic signature and other conditions and technologies play an important and indispensable role in e-commerce.
1. 1 classification and mode of e-commerce
1. 1. 1 classified according to the operation mode of commercial activities.
(1) complete e-commerce: that is, the whole transaction process can be completely realized and completed through e-commerce.
(2) Incomplete e-commerce: refers to transactions that cannot be fully realized and completed by e-commerce and need to rely on some external factors, such as transportation systems.
1. 1.2 is classified according to the domain scope of e-commerce application services.
(1) business-to-consumer (also known as business-to-individual customer or business-to-consumer (B to C) e-commerce. E-commerce from commercial organizations to consumers is basically equivalent to e-retail commerce. At present, there are all kinds of commercial centers all over the Internet, providing all kinds of goods and services, mainly flowers, books, computers, cars and other goods and services.
(2) business-to-business (also known as business-to-business or business-to-business (B to B) e-commerce. Business-to-business e-commerce refers to commercial organizations (or enterprises and companies) ordering and paying suppliers (enterprises or companies) by using the Internet or various commercial networks. Business-to-business e-commerce has developed fastest and has a history of many years, especially through the electronic data interchange (EDI) running on the value-added network (VAN), business-to-business e-commerce has been rapidly expanded and popularized. Companies can use the internet to place orders, accept orders, contracts and other documents and pay.
(3) Business-to-government e-commerce
E-commerce in enterprise-government organizations can cover many affairs between companies and government organizations. At present, some local governments in China have implemented online procurement.
(4) Consumer-to-government e-commerce
The government will extend e-commerce to the distribution of welfare funds and the collection of self-assessment tax and personal tax.
(5) Consumer-to-consumer electronic commerce
1. 1.3 is classified according to the scope of information network for electronic transactions.
(1) Local e-commerce usually refers to e-commerce activities realized by using information networks in cities or regions, and the geographical scope of electronic transactions is small. The local e-commerce system is a network system that uses Internet, Intranet or private network to connect the following systems together: 1. The e-commerce information systems of all parties to the transaction, including the e-commerce information systems of buyers, sellers and other parties; Second, the electronic information system of banks and financial institutions; Third, the insurance company information system; Fourth, the commodity laboratory information system; 5. Tax management information system; Sixth, cargo transportation information system; Seven, the local EDI center system (in fact, the local EDI center system is the center of connecting various information systems). Local e-commerce system is the basic system for developing remote domestic e-commerce and global e-commerce.
(2) Remote domestic e-commerce refers to online electronic trading activities conducted within the domestic scope, with a large geographical scope and high requirements for software, hardware and technology. It is required to realize e-commerce, automation and financial electronization nationwide, and all parties to the transaction have certain e-commerce knowledge, economic ability and technical ability, and have certain management level and ability.
(3) Global e-commerce refers to the electronic trading activities carried out all over the world, and the parties involved in electronic trading trade through the network. Relevant systems involving all parties to the transaction, such as the buyer's national import and export company system, customs system, banking and financial system, taxation system, transportation system, insurance system, etc. The content of global e-commerce business is complex and data exchange is frequent, which requires the e-commerce system to be strict, accurate, safe and reliable. It is necessary to formulate a global unified e-commerce standard and e-commerce (trade) agreement to make the global e-commerce develop smoothly.
1.2 functions of e-commerce
E-commerce can provide online trading and management services. Therefore, it has various functions such as advertising, consultation and negotiation, online ordering, online payment, electronic account, service delivery, consultation and transaction management.
1.2. 1 advertisement
E-commerce can broadcast all kinds of business information on the Internet with the help of enterprise's Web server and customers' browsing. Customers can quickly find the information they need with the help of online search tools, while businesses can use online homepages and e-mail (E-majl) to advertise all over the world. Compared with all kinds of advertisements in the past, online advertisements have the lowest cost and the richest information for customers.
1.2.2 Consultation and negotiation
E-commerce can use non-real-time e-mail, newsgroups and real-time discussion groups to understand market and commodity information and negotiate transaction affairs. If there is further demand, it can also use online whiteboard meeting to exchange real-time graphic information. Online consultation and negotiation can go beyond the limitation of people's face-to-face negotiation and provide a variety of convenient forms of conversation in different places.
1.2.3 online ordering
E-commerce can realize online ordering through interactive mail transmission in the Web. Online ordering usually provides very friendly ordering tips and interactive format boxes on the product introduction page. When the customer fills in the order, the system usually replies to the confirmation information form to ensure that the order information is received. The ordering information can also be encrypted, so that the business information of customers and businesses will not be leaked.
1.2.4 online payment
E-commerce should be a complete process. Online payment is an important link. Credit card accounts can be used for payment between customers and merchants. Using electronic payment means directly online will save a lot of people's expenses in the transaction. Online payment will need more reliable information transmission security control to prevent cheating, eavesdropping, fraudulent use and other illegal acts.
1.2.5 electronic account
Online payment must be supported by electronic finance, that is, banks, credit card companies, insurance companies and other financial institutions should provide online operation services for financial services. Electronic account management is its basic component. Credit card number or bank account number is the symbol of electronic account. Its credibility needs necessary technical measures to ensure. Such as digital voucher, digital signature, encryption and other means provide the security of electronic account operation.
1.2.6 service delivery
Customers who have paid should deliver the goods they ordered to them as soon as possible. Although some goods are local and some are off-site, e-mail will be able to deploy logistics in the network. The most suitable goods for direct delivery on the Internet are information products. Such as software, e-books and information services. It can send goods directly from the electronic warehouse to customers.
1.2.7 consultation
E-commerce can conveniently use the format files such as "Select" and "Fill in the blanks" on the webpage to collect users' feedback on sales services. Only in this way can the market operation of enterprises form a closed loop. Customer feedback can not only improve the after-sales service level, but also enable enterprises to obtain business opportunities to improve products and find markets.
1.2.8 transaction management
The management of the whole transaction will involve people, money, things and many other aspects, as well as the coordinated management between enterprises, between enterprises and customers, and within enterprises. Therefore, transaction management involves the whole process of business activities. The development of e-commerce will provide a good network environment for transaction management and various application service systems. Only in this way can we ensure the wider application of e-commerce.
2. Problems and strategic direction of domestic e-commerce.
2. 1 Problems in domestic e-commerce
At present, the scale of China's network development determines its limited market capacity and business opportunities. Among the less than 50 million online population in China, those who have real spending power and can form purchasing power are far from being able to compete with the traditional business model in real life. At the same time, the current online crowd structure also determines that only a few goods may be sold online immediately.
Up to now, there is still a lack of systematic and specialized national goods distribution enterprises in China, and the existing logistics enterprises reflect a decentralized and diversified pattern, which leads to the advantages of intensive operation of socialized large-scale production and specialized circulation, the difficulty in realizing scale benefits and the low utilization rate of facilities. The huge cost and time delay of long-distance transportation or mailing of goods are enough to deter consumer groups. In many discussions about e-commerce, almost all theoretical discussions actually take an evasive attitude in this respect, but in practice, this problem is fatal. In the past, those "online speculation" behaviors that went to shop online to sell things and wanted to gain some benefits through e-commerce ended in a complete fiasco. One of the most fundamental reasons is that they can't start from the most basic requirements and meet the requirements of consumers for the delivery time and price of waiting items.
The consumer market in China has always lacked the support of the concept of credit consumption, which is related to the slow progress of electronic money. In fact, from the psychological point of view of consumers, we have no reason to believe that consumers in China will be more resistant to credit consumption than consumers abroad. China people who have settled abroad will also buy goods through credit consumption, just like local people abroad. The fundamental reason for the huge contrast between domestic and foreign consumption behaviors lies in the rigidity of the domestic financial system and the lack of service awareness. Between banks and banks, between banks and consumers, people who want to try credit consumption have to pay extra huge mental and financial costs, so when this new business model of e-commerce appears, our consumers are at a loss, and the cold response of consumers in turn gives those financial departments an excuse, and the result is a "because no one does it, no one uses it; Because nobody uses it, nobody does it. As long as this strange circle is not broken, it is impossible for China to make a fundamental breakthrough in e-commerce.
2.2 e-commerce market strategy
2.2. 1. Seller's market control strategy
Refers to the market strategy established by a single seller to seek a large number of buyers, with the aim of establishing or maintaining its market dominance in the transaction. For example, the Internet website established by Cisco Systems, the world's largest network router manufacturer, enables customers to know the whole ordering process, check the production lead time, price, ordering and delivery status, and obtain relevant technical consulting services online. At present, this website sells 3 billion dollars of products every year, accounting for about 40% of Cisco's total sales. In addition, by publishing technical documents on the Internet and providing product information to customers, Cisco saves $270 million in printing fees, order and handling errors and telephone-based technical support fees every year. Its online marketing also improves customers' brand loyalty by accelerating order processing and tracking order status in real time.
2.2.2. Market strategy controlled by the buyer
It is a market strategy established by one or more buyers to transfer market power and value to the buyers. Although intermediaries are involved in many cases, some particularly large buyers have established electronic markets for themselves. For example, Japan Airlines is a big customer of on-board consumer goods, and it often publishes demand information of plastic garbage bags and disposable cups products on its website in order to find the most attractive suppliers.
In addition to the electronic market directly established by the buyer, the buyer-controlled market strategy also includes two kinds of buyer-controlled market strategies: buyer agent and buyer cooperation.
"Free Market Online" company has established a typical buyer's agent electronic market to find a group of competitive suppliers of spare parts and semi-finished products for traditional industrial enterprises. The company provides offline services and looks for a group of potential suppliers according to the requirements of each buyer. Once these feasible suppliers are determined, the company will bid online for these suppliers for three hours. The buyer's agent market established by "online free market" company helps buyers to obtain suppliers that meet their special needs quickly and effectively. More importantly, online bidding among suppliers reduced the price of spare parts and semi-finished products purchased by the buyer by 65,438+00%-25%.
The buyer cooperates with the electronic market in another way. It combines the purchases of several companies to increase their bargaining power. TPN Registration Form is a joint venture company funded by General Electric Information Service Company and Thomson Publishing Company. At first, it was only a joint purchase of the sub-factories of the bulb division of General Electric Company, and later it was extended to all divisions of General Electric Company. Now, its clients have surpassed General Electric Company and become joint purchasing companies of many large enterprises including General Electric Company. This buyer-cooperative electronic market greatly reduces the order processing time (for example, the order processing time of the general light bulb division is reduced from one week to one day), reduces the order processing cost, and reduces the price of purchased goods 10%- 15%.
2.2.3. Intermediary control market strategy
It is a market strategy established by a third party other than buyers and sellers to match the needs and prices of buyers and sellers. "Fast Parts" company is an electronic market specializing in the backlog of electronic components trading. It has a lot of information about suppliers and buyers. Under normal circumstances, companies auction goods through the electronic market according to the product information of electronic components accumulated by enterprises that do not want to disclose the company name to users. This benefits all three parties: sellers get higher prices than traditional dealers; The buyer quickly obtained the required electronic components at the market price. More importantly, the "Speed Match" company inspected these products and gave complete quality assurance. The "quick match" company earns 8% commission. In this market, all three parties are winners, and the losers may just be traditional dealers.
However, the emergence of electronic market controlled by intermediaries does not necessarily exclude traditional middlemen. For example, the "Digital Market" company has established an electronic market with electronic components as the trading object, and its purpose is not to change the relationship between buyers and sellers, but to make transactions more efficient. It provides buyers' orders to dealers through electronic market, and then feeds back information such as price and delivery date to buyers. "Digital Market" companies also enable buyers to confirm and track their orders. To this end, the company charges the seller a certain transaction fee, and the buyer does not have to pay for it.
3. E-commerce scheme design
3. 1 e-commerce server and e-commerce shopping process
E-commerce refers to the use of digital electronic means for business data exchange and business activities. E-commerce system refers to the process that all parties involved in business activities, including shops, consumers, banks or financial institutions, information companies or securities companies and the government, make full use of computer network technology to realize electronic online transactions. The key of e-commerce system is to fully realize the online payment function. Therefore, in order to successfully complete the whole transaction process, it is necessary to establish an e-commerce service system, a general payment method and mechanism for electronic transactions, and ensure that all parties involved in the transaction and all partners can conduct all business activities safely and reliably.
Because e-commerce is conducted on the Internet and other networks, the network is the most basic framework of e-commerce. E-commerce also emphasizes the software and hardware of the system. Buyers, sellers, banks or financial institutions, manufacturers, enterprises and all partners involved in the transaction should be closely integrated in the Internet, intranet and extranet, and * * * should engage in commercial electronic applications in the network computing environment.
3. 1. 1 e-wallet
E-wallet is a kind of payment tool commonly used by customers in e-commerce shopping activities, and it is a new type of wallet commonly used when shopping in small quantities or buying small commodities. Shopping with e-wallet usually needs to be done in the e-wallet service system. The e-wallet software in e-commerce activities is usually provided free of charge. You can directly use the e-wallet software on the e-commerce system server connected with your bank account, or you can adjust it from the Internet and use the e-wallet software in various confidential ways. At present, there are two major e-wallet service systems in the world: VISAcash and Mondex. Other e-wallet service systems include MasterCardcash, Clip paid in Europe and Proton in Belgium.
Customers who use e-wallets usually have accounts in banks. When using e-wallet, install relevant application software on the e-commerce server, and use the e-wallet service system to input the data on your various electronic money or electronic financial cards. When receiving and paying, if the customer wants to pay by electronic credit card, such as Visa card or MasterCard card, the customer only needs to click on the corresponding item (or icon). People usually refer to this electronic payment method as click or electric shock payment method.
Electronic wallet can only be completely filled with electronic money, that is, electronic cash, electronic change, safe change, electronic credit card, online money, digital currency, etc. These electronic payment tools can support one-click payment.
In the e-commerce service system, there is a function management module of electronic money and electronic wallet, which is called electronic wallet manager. Customers can use it to change secret passwords or secret methods, and use it to check electronic money accounts, lists and revenue and expenditure data in their bank accounts. There is also an electronic transaction recorder in the e-commerce service system. Customers can know what they bought and how much they bought through the inquiry recorder, and they can also print out the inquiry results.
3. 1.2 e-commerce server
To carry out the actual e-commerce and transaction business on the network, we must first establish an e-commerce system, the core of which is to set up an e-commerce server. E-commerce system usually adopts the working mode of client/server. In this way, e-commerce transactions can usually be conducted by using e-wallet at the client. Software related to the use of e-wallet can be obtained from service companies related to e-commerce system, generally without payment, and can also be transferred from the Internet. In other words, the application software of e-wallet is usually provided free of charge, and it is also very convenient and fast to use. E-commerce servers also use corresponding cryptographic algorithms to protect digital confidential data, such as digital signature security services. The server software on the server side is called e-commerce payment system, also known as e-commerce cashier system. The service company of e-commerce system has established a safe and reliable connection between the traditional bank and the Internet, and usually adopts three payment methods on the e-commerce server, namely, electronic credit card and electronic bank savings card, electronic money and electronic check, and electronic cash. The electronic credit card held by customers can be used to buy all kinds of "hard" goods, such as clothes, various supplies, fruits and so on. Using e-commerce server, tens of thousands of credit card account transactions that occur every day can be processed in time on the same day. Customers can use electronic money, electronic checks, electronic cash and other e-commerce payment tools, not only to buy traditional hard goods, but also to buy "soft" goods, which can be transferred to others or given to relatives and friends, such as buying financial goods such as stocks and bonds, and almost all expenses can be used. Using electronic change (also known as safe change) can also be used for MMS services, such as developing photos. Some people write game programs in Java language, such as writing a Chinese pinball game like the Japanese, and then they can play games with this electronic pocket money; It can be used to buy greeting cards for friends or send e-cards to friends.
3. 1.3 general transaction flow of e-commerce
The general transaction process of e-commerce can be divided into the following four stages:
1. Preparation before trading.
This stage mainly refers to the preparatory activities of the buyers and sellers and the parties involved in the transaction before signing the contract. (1) The buyer prepares the purchase price, formulates the purchase plan, conducts market investigation and market analysis on the source of goods, makes repeated market inquiries, understands the trade policies of each seller's country, repeatedly modifies the purchase plan and purchase plan, and determines and approves the purchase plan. Then determine the type, quantity, specification, price, place of purchase and transaction mode of the purchased goods as planned, especially use the Internet and various e-commerce networks to find the goods and businesses that you are satisfied with; (2) According to the goods sold by the seller, the seller holds a commodity press conference, advertises, conducts comprehensive market investigation and analysis, formulates various sales strategies and methods, understands the trade policies of each buyer's country, uses the Internet and various e-commerce networks to advertise goods, looks for trading partners and trading opportunities, and expands the trade scope and market share of goods. Other parties involved in the transaction, including intermediaries, banking financial institutions, credit card companies, customs systems, commodity inspection systems, insurance companies, tax systems and transportation companies, are also preparing to conduct e-commerce transactions.
2. Transaction negotiation and contract signing.
This stage mainly refers to the negotiation of all the details of the transaction between the buyer and the seller, and the results of the negotiation between the two parties are determined in the form of documents, that is, the trade contract is signed in the form of written documents and electronic documents. The characteristic of e-commerce is that e-commerce trade contracts can be signed. After careful negotiation and consultation, both parties to the transaction can make comprehensive and detailed provisions on the rights and obligations of both parties to the transaction, the type, quantity, price, delivery place, delivery date, transaction mode and mode of transportation, breach of contract and claims, and both parties to the contract can make use of electronic data interchange (EDI).
3. Go through the formalities before the transaction.
This stage mainly refers to the process from the signing of the contract between the buyer and the seller to the beginning of the performance of the contract, and it is also the transaction preparation process before the two sides trade. Transactions should involve related parties, namely intermediaries, banking financial institutions, credit card companies, customs systems, commodity inspection systems, insurance companies, tax systems, transportation companies, etc. The buyer and the seller shall use EDI to exchange various electronic documents and documents with relevant parties until all procedures for delivering the purchased goods from the seller to the buyer according to the contract are completed.
4. Performance of the transaction contract and claim.
This stage begins after the buyer and seller have gone through all the formalities. The seller shall prepare and assemble the goods, and at the same time carry out customs declaration, insurance, evidence collection, credit and other work. The seller delivers the purchased goods to the transportation company for packaging, shipment and delivery. Buyers and sellers can track the delivered goods through the e-commerce server, and banks and financial institutions will also handle the payment, settlement and issue corresponding bank documents according to the contract until the buyer receives the purchased goods. Claim is the work that needs to be dealt with when the buyer and the seller breach the contract during the transaction, and the injured party should claim compensation from the defaulting party.
3. 1.4 Basic flow of e-commerce transactions
After the buyers and sellers who participate in the transaction are fully prepared before the transaction, they usually conduct e-commerce transactions in accordance with the provisions of e-commerce standards, which stipulate the basic procedures that should be followed in e-commerce transactions, which are briefly described as follows:
The customer puts forward a request for quotation of goods (REQOTE) to the supplier, explaining the information of the goods he wants to buy;
The supplier replies the quotation of the goods to the customer and explains the quotation information of the goods;
The customer puts forward an order for goods to the supplier, explaining the information of the goods initially determined to be purchased;
The supplier's response (ORDESP) to the customer's purchase order, indicating whether there is information such as goods, specifications, models, varieties and quality;
According to the response, the customer asks whether there is a change request (ORDCHG) in the purchase order, which indicates the information of the purchased goods is finally determined;
The customer provides the supplier with the commodity transportation description (IFTMIN), which explains the transportation mode, delivery place and other information;
The supplier sends the delivery notice (BESADN) to the customer, explaining the transportation company, delivery place, transportation equipment, packaging and other information;
The customer sends back a receipt notice (RECADV) to the supplier to report the receipt information;
Both parties to the transaction send and receive remittance advice (REMADV), the buyer sends remittance advice and the seller reports payment information;
The supplier sends an electronic invoice to the customer, the buyer receives the goods, and the seller receives the payment and issues an electronic invoice to complete all transactions.
3. 1.5 e-wallet shopping process
This paper expounds the whole process of how to use electronic wallet and electronic credit card to handle shopping transactions and e-commerce activities.
1. Main roles in e-commerce activities
(1) customers (shoppers and consumers);
(2) sales stores (or e-commerce manufacturers);
(3) Commercial banks (banks participating in e-commerce, customers and sales stores all have accounts or open accounts in banks);
(4) Credit card companies (service companies where customers use credit cards);
(5) Internet (public network);
(6) E-commerce server.
2. The main tools in e-commerce activities
(1) terminals (including computers, data exchange equipment and data communication equipment used by customers);
(2) Electronic wallet: The electronic wallet is kept secret with a secret password;
(3) International credit card: the credit card number is encrypted by a security algorithm;
(4) goods;
(5) Electronic order: the order for purchasing goods entered by the customer on the computer;
(6) Encrypted electronic purchase order: there is a code given to the customer by the sales store;
(7) Electronic receipt: the electronic receipt sent by the store for customers who have purchased goods through computers and networks.
3. E-wallet shopping process
(1) Customers (that is, shopping consumers) sit in front of their computers and look up what they want to buy through the Internet.
(2) Customers enter orders on the computer, including what goods to buy from which store and how much to buy. The order will also indicate when and where to send the goods to whom.
(3) Contact the relevant stores through the e-commerce server, and get an immediate reply, informing customers of the unit price and payable amount of the purchased goods.