Abstract: The general framework of e-commerce is the most typical summary of the structure and function of e-commerce. The general conceptual model of e-commerce is the most general abstract description of e-commerce activities in the real world. Based on the basic process of commodity exchange and its uncertain factors, the e-commerce exchange model describes the changes of information exchange and processing in the process of conventional commercial transactions under e-commerce behavior. This framework and two models most succinctly express the significance of e-commerce in modern commerce and the construction process of e-commerce, so it is necessary to conduct in-depth research on these three aspects. However, in reality, we ignore these basic problems of e-commerce mechanism and unilaterally pursue the perfection and innovation of business model, which will restrict the future development of e-commerce in China.

[Keywords:] e-commerce e-commerce framework e-commerce model

First, the thinking of e-commerce in China

With the development and maturity of e-commerce, while we are happy, we have to reflect on some questions: to what extent do society, enterprises and organizations know about e-commerce, and what restricts the development of e-commerce in China? Why do most people's e-commerce in these years still stay in the field of e-commerce websites? When we critically look at the problems existing in the practice and teaching of e-commerce in recent years, we are worried about the future of e-commerce in China. In recent years, both e-commerce practice and teaching are gradually diluting and ignoring the important knowledge of e-commerce mechanism, which is embodied in the fact that e-commerce mode practice has become the mainstream of e-commerce, and the integration function of e-commerce to traditional commerce, that is, the information operation of enterprises, has been ignored; The textbook "E-commerce" does not involve the content of e-commerce mechanism, or it will be deleted in the revision, which reflects that we are diluting the biggest application level of e-commerce in the future and mistakenly guiding social consciousness to the e-commerce level under the framework of e-commerce, which makes most people talk about e-commerce first as a website, and summarize all e-commerce with several portals, B2B, B2C and C2C websites.

Second, the e-commerce environment standard e-commerce general framework model

The general framework model of e-commerce describes the structure of e-commerce, that is, the system composition of e-commerce In this system, it is pointed out that the development of e-commerce has two pillars: policy, law and privacy; Various technical standards and secure network protocols are actually the infrastructure for the development of e-commerce. However, in the research of e-commerce, we often ignore the characteristics of the former as an infrastructure, and think that only the technical standards, network protocols and e-commerce software and hardware systems directly related to e-commerce are the real infrastructure. This is also easy to understand, because after all, without these, it is impossible to realize e-commerce. After all, these, especially the software and hardware, can be directly felt by our visual system. However, if we look at the development of e-commerce from a higher perspective, we can realize that if we ignore the functions of policies, laws and privacy as the basic settings of e-commerce, the e-commerce system will not operate well. Policy, law and privacy are related to the virtual market constructed by e-commerce, the behavior control of real individuals in the information application and management system, the definition of virtual property rights, the protection of personal privacy, the maintenance of reputation rights and the protection of intellectual property rights. The restraint measures of the real world on all entity behaviors must be extended to the virtual world constructed by information technology, otherwise the virtual world will become a disorderly society without order, fairness, morality, ethics, fraud and contempt for the law, because it has no mandatory binding force.

Third, the judgment function of the general conceptual model of e-commerce

(A) the composition of the general conceptual model of e-commerce

The general conceptual model of e-commerce describes the basic situation of e-commerce activities. The model involves six basic elements, among which e-commerce entity, e-market and transaction affairs are formal elements; Information flow, capital flow and logistics are the auxiliary elements of e-commerce transactions. The six elements * * * abstract the general concept of e-commerce. This model can be described as: e-commerce entities complete transactions through electronic markets, involving information flow, capital flow and logistics. When it is difficult for us to judge whether a transaction belongs to the category of e-commerce in real activities, it can be used as a criterion; When we measure the maturity of e-commerce, we can also combine this model for effective analysis.

(2) Well-known websites are the primary stage of e-commerce development.

At present, some well-known websites are the primary stage of business development or the basic model of advanced development of e-commerce. Let's analyze a few examples. The famous portals Sohu and Sina belong to the primary stage of e-commerce development, because their e-commerce processes are mainly information flow, and online advertising and search engine promotion are their main sources of income. They are only independent middlemen mode of e-commerce and cannot represent the e-commerce of enterprises. In addition, the portal website has no substantial physical logistics, and its products, such as news, advertisements, chat rooms and online games, are basically virtual products. In the initial stage of e-commerce, the capital flow often uses mobile phones, telephones, U coins and other small payment methods, and does not realize bank credit card payment. Although Alibaba and Taobao have established their own credit mechanism and payment system represented by Alipay, they still cannot represent the mainstream and advanced stage of e-commerce in China.

(C) Information operation is the development direction of enterprise e-commerce in China.

Sohu and Sina are positioned as online media, Alibaba is positioned to serve small and medium-sized enterprises, and Taobao is a personal trading platform. It can be seen that they are not the future of e-commerce in China, nor can they represent the development trend of e-commerce in China. State-owned enterprises are the lifeblood of the national economy, and manufacturing and construction can directly contribute to China's GDP growth. The implementation of e-commerce in these enterprises is the future of e-commerce in China, which objectively requires us to focus on enterprise information operation (ERP, CRM, SCM, etc.). ), which takes a long time and needs the cooperation of external conditions such as the perfection of the national credit mechanism and the perfection of the national e-commerce infrastructure.

Fourthly, the integration function of e-commerce exchange mode.

Based on the basic process of commodity exchange and its uncertain factors, the e-commerce exchange model describes the changes of information exchange and processing in the process of conventional commercial transactions under e-commerce behavior. The model includes two parts: trade background processing and basic trade processing. These two parts cannot be considered as being created for the trade field under the mode of e-commerce. Compared with traditional trade, the basic trade process of e-commerce has not changed, but the media used to complete these processes have changed, and communication and computer technology have become the basis of the whole transaction process. Problems encountered in the traditional trade process will still be encountered in the field of e-commerce, but we can use e-commerce tools to improve efficiency and reduce mistakes. Exchange mode provides us with the best integrated thinking, that is, information technology-oriented e-commerce can be applied to any commercial field, thus making the market prospect of e-commerce very broad. For human resources, marketing, logistics and other fields, e-commerce can be applied to carry out certain industrial innovation, which can make e-commerce move from an illusory air platform to truly serve a broader industry.

Verb (abbreviation of verb) conclusion and suggestion

E-commerce mechanism is the cornerstone of e-commerce application, which summarizes and abstracts the system model composed of the most basic elements of e-commerce and their relationships. When we encounter many problems in practice, we should take the mechanism as the standard of judgment and thinking. The development of e-commerce cannot be achieved overnight. Its development needs to build a set of supporting system in a wider scope: the credit system of e-commerce entities, the management rules of e-market, the information flow, capital flow, logistics system construction and post-transaction service in transaction affairs are all organic components of the system and need to be gradually matured.