With the wave of informatization sweeping across the world, the development of the world economy and the restructuring of the international economic structure are being driven at an unprecedented speed and strength. The ever-changing information technology has profoundly affected every aspect of the economy and society. E-commerce has become the most widely used field of information technology in the world. Through the Internet and global information infrastructure, it has broken geographical separation, shortened the time for information exchange, made production and consumption more close, and greatly reduced logistics, The cost of capital flow and information flow for effective transmission and processing, and for each company to provide a more extensive and fair competition in the market, for each consumer to provide better opportunities to better meet their spending habits. This completely open, full-time, global electronic market that everyone can reach and participate in will have a significant and far-reaching impact on the development of world trade and economy. It will bring new business opportunities to every company in the world. And challenges.
Bruce Guptill, president of the well-known Gartner Group in the US, once said: "If a company has not established an enterprise-level e-commerce strategy by the end of 1998, it will not have the slightest competitive edge in the marketing of the next five years." Therefore, the world Countries, especially industrialized countries such as the United States, Western Europe, Japan, and other governments and business communities, have expressed great concern for the Internet and e-commerce, and are coordinating, uniting, and embarking on a series of international initiatives to promote the development of the Internet and e-commerce in the world. Sexual guidelines and policies. Many international information industry companies committed to the development of e-commerce technologies and applications are also constantly launching their e-commerce application solutions and technology products.
In January this year, China's first corporate e-commerce forum, jointly sponsored by Beijing Youth Daily, China Entrepreneur Magazine, China Enterprise Network and IBM, was held in the Great Hall of the People. A meeting of 400 people was expected to attract 2,000 entries, including many. Lenovo, Haier, Shougang and other famous enterprises. The high enthusiasm of the participants indicates that e-commerce, as a huge economic growth point in today's information society and a mainstream business model in the 21st century, has been recognized by more and more people.
Zhang Qi, head of the China Information Industry Chamber of Commerce and director of the Electronic Information Products Management Department of the Ministry of Information Industry, believes that the e-commerce report, the impact of Internet-based e-commerce on the modern economy is mainly reflected in the following five aspects:
1. E-commerce dismantled the intermediate links and achieved end-to-end directness, changed the structure of the traditional market, shortened the distance between the manufacturer and the end-user on the supply chain, and minimized the intermediate costs. The network economy is like a tuner, allowing small companies to compete with large companies on a more equitable basis.
2. Internet-based e-commerce is changing the internal structure of companies and parts. The rapid spread of the Internet in the world has enabled modern commerce to have three major characteristics, namely, the ever-increasing supply capacity, ever-increasing customer demand and growing global competition. This makes any business organization must change its traditional organizational structure and action to adapt to this global technological development and change.
3. E-commerce has changed the conditions of market access in the past, enabling small and medium-sized manufacturers to obtain more profits from markets that were previously dominated or almost monopolized by large manufacturers. The Internet can influence the degree of market concentration and facilitate the entry of new competitors into competitive markets. This is especially beneficial to small and medium-sized manufacturers.
4. The decline in e-commerce transaction costs not only stimulates the demand for online e-commerce, but also stimulates consumer demand for the Internet. This is beneficial to governments that are actively promoting the construction of national information infrastructure, and to Internet service providers (ISPs) that develop network access services.
5. The low transaction costs and convenient market access environment, as well as the fact that governments tend to exempt the Internet from taxation, form a de facto incentive for e-commerce activities.
For example, in the United States, the Internet and e-commerce strategy have received strong support from the U.S. government. On February 26, 1998, President Clinton signed the Internet Tax Freedom Act (ITFA). ITFA stipulates that the federal government and state governments are prohibited from collecting irrational taxes on electronic transactions and Internet services within six years. The magnanimity of the government immediately received an enthusiastic response, and the Wall Street technology stocks rose sharply the next day.Some analysts pointed out that "Clinton Economics" has led the U.S. economy into a new economy era of "knowledge economy."
E-commerce activities will inevitably lead to new forms of competition in domestic and international markets, while diversifying information services and other service activities. Enterprises will face more opportunities and challenges, and consumers will enjoy more varieties of goods and higher quality services in the e-commerce competition and traditional consumer methods.
E-commerce will have a far-reaching impact on modern economic activities and have broad prospects for development. An authoritative survey shows that this year will be a year of global e-commerce. E-commerce will become an important transaction method among enterprises and individuals. Nearly 80% of Fortune 100 companies have already maintained business contacts with partners through the Internet; according to the research results of Simba Information, the enterprise-to-business e-commerce market was 19 billion U.S. dollars in 1998, accounting for approximately the electronic related industrial market. 67% is the largest market in the industry; it increased to 65.5 billion U.S. dollars in 1999, accounting for 64.3%; it will account for 56.8% in 2002, and the total market value will reach 102 billion U.S. dollars. In the few years after the turn of the century, e-commerce will enter a golden period. According to statistics, the number of e-commerce transactions among global companies will exceed US$1 trillion by 2003. E-commerce has become a new competitive area that companies have to enter.
The impact of e-commerce on the competitiveness of enterprises There are mainly two types of e-commerce activities: first, transactions between enterprises and enterprises, such as orders, payments, etc.; second, transactions between enterprises and individual consumers, such as online shopping. No matter what kind of e-commerce activities, it will have a non-negligible impact on the competitiveness of enterprises. These effects are mainly reflected in the following three aspects:
(I) Changing the competition mode of enterprises 1. E-commerce has changed the cost structure between upstream and downstream companies, and further strengthened the strategic alliance between upstream and downstream enterprises.
2. E-commerce not only provides consumers and companies with more opportunities to choose consumption and develop sales markets, but also provides closer information exchange venues, thereby enhancing the ability of companies to grasp the market and consumers to understand the market.
3. E-commerce promotes the ability of companies to develop new products and provide new services. E-commerce enables companies to quickly understand consumer preferences and buying habits, and at the same time, it can reflect the needs of consumers to the decision-making level in a timely manner, thereby promoting the company's research and development activities in response to consumer demand.
4. E-commerce has expanded the field of corporate competition, allowing companies to expand their competition from conventional advertising competition, promotional tools, product design and packaging to intangible virtual competition space.
(B) change the basis of corporate competition The most significant role of e-commerce to change the basis of corporate competition is to change the transaction costs. E-commerce has the characteristics of high one-time investment (fixed cost) and low cost of change, so that those enterprises with large annual transaction volumes and strong financial resources will develop e-commerce, and will be more likely to obtain competitive advantages than those with less transaction volume and insufficient financial resources.
E-commerce also changes the foundation of the scale of the company's competitiveness. For example, in the traditional sales channels, the competition between big book sellers and small book sellers is very different. E-commerce has made the competition between large booksellers and small booksellers almost insignificant. Amazon.com Amazon.com has set up a large-scale bookstore on the Internet and provided 2.5 million books for online purchase. The online bookstore opened by the German Publishing Federation has placed more than 300 books published daily by 500 online bookstores on a virtual shelf. The bookstores and services provided by online bookstores managed by only two people can be almost the same as the bibliographies and services provided by a 200-man traditional bookstore.
(III) Changing the competition mode of corporate image E-commerce provides a company or enterprise with a virtual space that can fully display the variety and quantity of its products and services, and plays a role in improving corporate reputation and business reputation.
After 1995, many well-known multinational corporations set up vice presidents or leaders in charge of special markets and emerging media. They focused their efforts on enhancing the corporate image and promoting corporate brand through the new Internet media. E-commerce makes the company's long-term advertising costs on the Internet lower than other media's advertising costs, but the influence on potential customers is still difficult to compete with newspapers, television and other media. With the expansion of the scope of e-commerce activities, the advertising effect of e-commerce will continue to increase.
Using E-Commerce to Improve the Competitiveness of Chinese Enterprises In the face of the e-commerce tide, the Chinese government has attached great importance to it and established 1999 as the government’s year for access to the Internet. The State Economic and Trade Commission and the Ministry of Foreign Trade and Economic Cooperation have taken the lead to establish e-commerce websites and e-commerce activities. . The relevant government departments and business circles of our government have successively convened various types of e-commerce conferences in an effort to open up new markets in the field of e-commerce. This has undoubtedly positively promoted the development of e-commerce activities in China. At this stage, there are many tasks that Chinese companies can carry out in the field of e-commerce. First, establish and improve enterprise management information systems, especially marketing information systems, to lay the foundation for future or coming enterprise e-commerce; Second, under the conditions of concept, organization, funds, and technology, small-scale first to standardize The e-commerce activities in the areas of goods or services with a high degree, large transaction volume, high number of wholesales, and large customer flow are the breakthroughs that drive the development of e-commerce activities of enterprises; finally, the use of e-commerce achieves the goal of improving the competitiveness of enterprises, that is, By improving the efficiency of business management, reducing transaction costs, setting new intangible barriers and consolidating competitive alliances to gain competitive advantage.
Mr. Thompson, senior vice president of International Business Machines Corporation (IBM), delivered a keynote speech at the COMDEX China'99 event on March 23, 1999, and gave his opinions on how Chinese companies can use e-commerce to further enhance their competitiveness. He proposes: Start now, target your goals, and act correctly.
One: Start from now. It is very important to start this early and take a step ahead with unlimited opportunities. Your competitors will have a hard time catching up with the leadership you have established. Now is the opportunity to make your company an e-business leader in this market segment. The brand strengths and awareness that you establish before others will quickly translate into market share.
Second: To lock in the target, when you choose your path to e-commerce, you should combine it with the business goals. If you are looking for greater productivity, you can choose to collaborate online. If you want to reduce costs, you can choose Web applications to manage your supply chain and choose trading systems. If increasing your business income is your top priority, you can choose electronic trading. If you are committed to improving customer satisfaction, you are likely to choose customer support and services.
Third: Act correctly. It's important to start and lock your goals from now on, but if you want to grow, you must choose the right direction from the beginning. From the initial e-commerce tools, such as e-mail, content publishing, to a complex e-commerce application and integration process, there is a need for a new way of thinking.
The quickest and most effective path to e-commerce is to extend existing applications to the Web. This allows people to use the browser to browse information. In this initial, simple stage, first consider
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