2. The emergence and development of electronic commerce

3. What does e-commerce solve?

4. The application of electronic commerce

5. The overall solution of e-commerce

6. How to develop e-commerce?

7. Three steps of e-commerce development

8. Levels of e-commerce

9. E-commerce security issues

10. Composition of e-commerce application system

1 1. Trilogy from B to B.

First, what is e-commerce? E-commerce basics 1

Fundamentals of e-commerce II

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.

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, the mode of e-commerce

Generally speaking, as we all know, e-commerce can be divided into two main modes: business-to-customer e-commerce (B2C) and business-to-business e-commerce (B2B).

office to customer

Speaking of B2C, you may be more familiar with it. It is a business model from enterprises to end customers (including individual consumers and organizational consumers). In today's e-commerce era, B2C is a new business model that directly delivers the products and services provided by this enterprise or other enterprises to consumers through electronic and information means, especially Internet technology. Because it is closely related to the daily life of the public, it is first recognized and accepted by people.

One of the most common forms of B2C mode in e-commerce is a new website dedicated to e-commerce. Now it seems like overnight, countless such companies have sprung up like mushrooms after rain, including online shops, online bookstores, online ticket sales and so on. There are even some e-commerce websites that do everything and sell everything. People jokingly call them "Thousand Goods Companies". But in any case, the emergence of these new mode enterprises enables people to buy goods or enjoy consulting services through the Internet without leaving home. This is undoubtedly a great progress of the times. Among these emerging Internet companies, Amazon is the most representative one.

Amazon was originally an online bookstore selling books through the Internet. Just when almost no one knows where its store is, it has surpassed countless well-known century-old stores in one fell swoop in just two years and become the largest bookstore in the world, with a market value far exceeding the book sales business itself. Through Amazon's website, users can enjoy great convenience when buying books. For example, to find a book among 6,543,800+books, the traditional method may take a lot of time to go to several bookstores, but in Amazon, users can use the search function, and with just a few clicks of the mouse, someone will soon send the book they want home. Another attraction of Amazon is that it provides many value-added services, including numerous book reviews and introductions. Under the traditional sales model, these value-added services will become very expensive. After "successfully" developing itself into the world's largest bookstore beyond traditional bookstores, Amazon's business has now expanded to audio-visual products, software, various consumer goods and other fields, becoming the largest e-commerce website company in the United States and even the world. However, its "success" is still cited, and people question that it has left huge losses to investors while building its own scale and customer base.

When people reflect on the reasons for Amazon's losses, they realize that perhaps the task of establishing B2C in the era of e-commerce should not be entirely pinned on these self-made websites. The conscious internet and e-commerce revolution in traditional industries may be more economical, more affordable and more necessary, and will not bring so much pressure and worry to investors and shareholders. Perhaps, only when these two forces are rushing to the same peak, such an e-commerce world will be more exciting, and the real e-commerce era will come earlier.

The most successful example of the successful transformation of traditional enterprises to the Internet and e-commerce is Dell. At first, Dell was just a company that sold computers directly by telephone. Although it was also very successful, when the Internet revolution began, it did not hesitate to seize the opportunity, moved all its business to the Internet, and sorted out its original organization and process according to the requirements of the Internet. We have developed an e-commerce system covering the whole process of sales, production, procurement and service, and made full use of the Internet to provide users with personalized customization and delivery services, which greatly improved customer satisfaction, miraculously maintained a growth rate of more than 50% for many years, and became one of the largest computer manufacturers in the world today, which also caused great threats and challenges to other competitors with slow transformation.

There is still a big difference between the two ways to realize B2C. B2C, which started as a website, is difficult to develop its own brand products and industries, so it is more like a department store. Of course, the biggest difference with department stores is that department stores are door-to-door users, while B2C websites are home-delivered. B2C, which is transformed from traditional enterprises, is more likely to be a specialty store, specializing in its own brand products. Different from traditional specialty stores, users and manufacturers here are more interactive and can be tailored.

Enterprise to enterprise

After B2C, let's talk about B2B. The business model between enterprises is called B2B. The connotation of e-commerce B2B is that enterprises organically link the purchasing business of upstream suppliers with the sales business of downstream agents through internal information system platforms and external websites, thus reducing transaction costs and improving satisfaction. In fact, B2B, which is oriented to inter-enterprise transactions, has a larger scale than B2C in terms of transaction volume and coverage of transaction fields, and has far-reaching significance for the development of e-commerce.

Similar to B2C, there are two main forms of B2B application between enterprises.

One realization of B2B is the application in traditional enterprises. The substantive business of some traditional enterprises is gradually changing to B2B, and more information is transmitted through the WEB and online orders are realized. However, the logistics mode has not changed much, and it is still from suppliers to their own enterprises, and then from their own enterprises to agents or end customers. Take General Motors as an example. General Motors has established a B2B e-commerce website-TradeX Change, and plans to launch its annual procurement business of up to $87 billion through this website before the end of this year. Moreover, this website not only meets GM's own procurement business, but also more than 30,000 suppliers will conduct transactions on this system, and it will charge a commission of 1% for e-commerce transactions conducted through TradeXchange. Experts estimate that this will bring GM $5 billion in annual revenue.

But as I reminded you in the first part, don't just take the Internet and e-commerce as a tool, it may also bring about changes in marketing mode and management mode, which is what the second way to realize B2B means. This B2B company does not serve the purchase or sales of its own enterprises. It may not produce any products, but it has established a unified WEB-based information platform to match the purchase or sales of a certain type or several types of enterprises. The logistics mode at this time is very different from before. It goes directly from the supplier to the agent. For example, the company B we quoted in the first part is a bit like this company. It builds a bridge between sellers and buyers of computer parts, so it has no factory building or even warehouse. It only provides some value-added services through information system deployment and organization of supply and marketing, thus obtaining commission or value-added service income. Of course, the key to the success of such companies is to gather sellers and buyers of such products and make them willing to trade on your platform through special services, but whether they are willing or not is somewhat similar to the way of choosing department stores or specialty stores mentioned in B2C.

2, the essence of e-commerce

Although it's nothing new today, whether it's B2C or B2B, whether it's the e-business of traditional enterprises or the birth of new Internet enterprises; The stories and models that the stock market requires everyone to tell have almost filled everyone's imagination, but can we say that we have entered the century or society of e-commerce? Can't! Because even many of our companies under the banner of e-commerce today have not even understood the full and true connotation of e-commerce, let alone fully realized it.

There is a test question: I opened a website selling flowers, users can order flowers online, and I will deliver them to users, so I am an e-commerce company, right? If right! Then you may encounter the following video.

Well, that's the end of the laugh, and it's time for us to come to a conclusion on our previous proposition. Obviously, an enterprise with only one website cannot achieve the purpose of improving efficiency, reducing costs and improving customer satisfaction in e-commerce. An enterprise without a certain management foundation, including a certain organizational structure, workflow and work norms, is not an e-commerce enterprise; Enterprises with management but no informatization are not e-commerce enterprises. The so-called e-commerce with only websites without management and informatization means that highways and alleys are connected without traffic jams.

In fact, it is not only today's emerging Internet companies that will see the above scenario. It is also a challenge for our traditional enterprises with low information level. This challenge is especially severe for China enterprises that have been operating under the planned economy for a long time, because we have been following the reverse business model of planned procurement, planned production and inventory sales issued at the beginning of the year for a long time, lacking the flexible mechanism and consciousness to respond quickly according to market changes. Therefore, how to make traditional enterprises e-commerce is also a serious topic.

Conversely, what kind of enterprise can be regarded as an e-commerce enterprise? Of course, using the Internet and websites to realize business is a basic feature, but the core is that enterprises must run on an "enterprise resource planning system (ERP)" based on perfect management ideas and workflow.

This resource planning system is the basic platform for enterprises to carry out business. The user's order enters the system after being screened by the company's commercial department and becomes the main input of the system. Other inputs of the system are the actual situation of current inventory (including the quantity and geographical distribution of materials, finished products and products in process), transportation resources and cycle, procurement resources and cycle, production capacity and cycle, etc. The system runs regularly (Lenovo runs every two hours), and the output results obtained each time are as follows: the user's order confirmation results will be directly fed back to each order user, telling him whether it can be supplied, the exact time, place of supply, mode of transportation and other information, which will be calculated by the system according to the clear supply priority model and certain boundary conditions formulated by the enterprise. For example, if there are flowers in the warehouse, the supply time is only the time required for distribution (according to different geographical locations); If not, add a purchase cycle; If an order contains a variety of products, the delivery time will be the last complete set of time, and so on, which will be automatically controlled by the system, reducing the difficulty and difference of manual control, and the satisfaction of users will definitely improve. However, all the procurement, production and distribution systems of enterprises are not mechanical and passive work. Buy it when it is out of stock, and send it when it is ready when it is produced in the finished warehouse. Instead, they will act in an orderly manner according to the instructions of the system plan and the information. In most cases, the scenes in the video can be completely avoided, which is not only the guarantee of user satisfaction, but also the guarantee of reducing costs and improving profits for enterprises. The system runs once at a certain time, not once after every order comes in. The reason is also to make better use of the resources in the enterprise. For example, purchasing may be more economical in batches, which also reflects people's work efficiency, and production, the production process itself also has an information problem. Please watch another video below. This video is basically recorded in the background of Lenovo itself, reflecting how a real e-commerce company operates.

After watching this video, we can conclude that the essence of real e-commerce is actually the informatization process of all aspects of enterprise operation, not the simple informatization of past work processes and norms, but the process of changing old processes according to new means and conditions.

The following is a model that we have summarized from Lenovo's experience, and how the e-commerce of large enterprises in China can go. Of course, it is impossible to copy all of them, but I hope it will inspire you. As an important part of its own business, Lenovo will provide us with targeted opinions, suggestions and even implementation plans according to the specific conditions of different enterprises in the future.

Network marketing:

The full name of On-lineMarketing or Cybermarketing is online direct selling, which belongs to a form of direct selling. It is the product of the combination of enterprise marketing practice, modern information communication technology and computer network technology. Refers to various marketing activities (including network research, network new product development, network promotion, network distribution, network services, etc.). ) is an enterprise based on electronic information technology, with computer network as the medium and means.

Network marketing can be divided into broad sense and narrow sense according to its realization mode. In a broad sense, it refers to the marketing activities carried out by enterprises using all computer networks (including intranet, EDI industrial system private network and Internet), and in a narrow sense, it refers to Internet marketing. Internet, the largest computer network system in the world.

By1February, 1998, the Internet had covered 170 countries and regions, connected more than 60,000 regional networks and more than 6 million hosts, with about1300,000 users, and the network usage was still increasing at the rate of 15% per month. Internet is rapidly infiltrating into all fields of social politics, economy and culture, and entering people's daily life, which has brought great changes to social economy and people's lifestyle. Mankind has begun to step into a networked society, and more and more enterprises are aware of the role of the Internet in enterprise management and development, occupying this commanding height of science and technology one after another and taking it as the main way of future competitive advantage.

At present, in the United States, more than 40% of enterprises are using the Internet to carry out marketing business; In North America, Western Europe and Japan, the number of enterprises connected to the Internet has doubled every month since 1995. Almost all the Fortune 500 companies in the world conduct marketing business online. According to the statistics of American International Telecommunication Union and International Data Corporation, the global Internet transaction volume was13 billion US dollars in 1996,13.4 billion US dollars in 1997 and13 billion US dollars in 1998. It is estimated that it will reach 7 10 at 1999. Network contains unlimited market and countless business opportunities. Network marketing has great development prospects and will surely become the mainstream of enterprise marketing in the 2 1 century.

As a brand-new marketing method, network marketing has obvious advantages compared with traditional marketing methods.

First of all, online media has the characteristics of wide spread, high speed, no time and geographical restrictions, no time and layout restrictions, detailed content, multimedia communication, vivid image, two-way communication and rapid feedback, which is conducive to improving the efficiency of enterprise marketing information communication, enhancing the effect of enterprise marketing information communication and reducing the cost of enterprise marketing information communication.

Secondly, online marketing has no store rental cost. Moreover, direct sales of products can be realized, which can help enterprises reduce inventory pressure and reduce operating costs.

Third, the Internet covers the global market, and enterprises can enter the market of any country conveniently and quickly through the Internet. In particular, the second ministerial meeting of WTO decided not to impose tariffs on internet trade before the next ministerial meeting, and network marketing has built a green channel for enterprises to enter the international market.

Fourth, on the Internet, any enterprise is not absolutely limited by its own scale, and it can get information from all over the world and show itself equally, which creates an excellent development space for small and medium-sized enterprises. Using the Internet, small and medium-sized enterprises can quickly establish their own global information network and trade network at a very low cost, and quickly transmit product information to the market that only large companies with strong financial resources could enter before, and compete with large enterprises on an equal footing. From this perspective, network marketing provides a powerful competitive weapon for small and medium-sized enterprises that have just started and face strong competitors.

Fifth, online marketing can give consumers greater freedom of choice than traditional marketing. Consumers can quickly find satisfactory products and make full comparisons according to their own characteristics and needs, regardless of geographical and time constraints on a global scale, which is conducive to saving consumers' transaction time and cost. In addition, the Internet can also help enterprises to realize one-to-one communication with consumers, which is convenient for enterprises to provide one-to-one personalized services according to the individual needs of consumers.

Of course, everything has its advantages and disadvantages. As a new marketing method, network marketing has great vitality, but there are also some shortcomings. For example, online marketing, especially online distribution, cannot meet the psychological needs of consumers' personal socialization. It is impossible for consumers to show their social status, achievements or ability to pay through the shopping process. Nevertheless, network marketing, as a new marketing method in 2 1 century, is unstoppable and will become a sharp weapon for global enterprises to compete.

The Present Situation of Network Marketing in China

In China, network marketing started late, and it was not tried by China enterprises until 1996. According to media reports: 1996, Li Hongru, a farmer from Qingzhou, Shandong Province, opened an "online flower shop" for the first time, with an annual sales income of 9.5 million yuan and customers all over the country, but the company has no salesmen; During the period of 1997, Wuxi Cygnet in Jiangsu released the information of cooperative production of dishwashers to eight large washing machine manufacturers around the world through the Internet, and finally determined ariston as a partner and signed a contract of 29.8 million yuan; Haier Group exported 3,000 refrigerated refrigerators to Ireland on 1997 via the Internet. By1May, 1999 12, the company had published information 1 1298 times through the Internet, and received and processed more than 3,600 emails from users, with the number of visits increasing from 2,300 per day in the same period last year to 2,300 per day now. Many commercial enterprises in Beijing, Shanghai and Guangzhou have also set up virtual stores online, and the number of online stores in China has reached about 65,438+000. At present, online marketing has been adopted by enterprises in China, and all kinds of online marketing activities, such as online research, online advertising, online distribution and online services, are actively involved in the production and operation of enterprises. Statistics from Hydrogen National Information Center show that at present, more than 80,000 enterprises in China have joined the Internet and participated in online marketing. Among them, computer industry, communication industry and financial industry are relatively common, accounting for 34%, communication industry is 23%, financial industry is 1 1%, and others are 32%.