A. Try to explain the significance of e-commerce case analysis

The significance of e-commerce case analysis is that it can be copied from the effective model in the case and used for reference from good practices. E-commerce refers to commercial activities centered on commodity exchange with the help of information network technology.

It can also be understood as trading activities and related services in the form of electronic transactions on the internet, intranet and value-added network, which is the electronization, networking and informatization of all links of traditional commercial activities; Business activities based on the Internet all belong to the category of e-commerce.

(1) Extended reading of course standard of case analysis of electronic commerce

Characteristics of e-commerce

First, e-commerce has become an important growth point of the national economy. In 20 14, the growth rate of total e-commerce transactions in China (28.64%) was 3.86 times that of GDP (7.4%); The average annual growth rate of online retail sales is 37.7 percentage points faster than the total retail sales of consumer goods.

In 20 14, the income of internet industry closely related to e-commerce increased by 50%; The national information consumption scale reached 2.8 trillion yuan, a year-on-year increase of18%; Information consumption drives the development of related industries 1.2 trillion yuan, contributing about 0.8 percentage points to GDP.

The second is the explosive growth of mobile e-commerce. In 20 14, the transaction scale of China mobile shopping market reached 895.685 billion yuan, with an annual growth rate of 234.3%; The number of WeChat users in China has reached 500 million, a year-on-year increase of 4 1%.

The third is the rapid development of agriculture-related e-commerce. The Ministry of Commerce and the Ministry of Finance jointly launched the "Comprehensive Demonstration of Rural E-commerce" project, and carried out demonstration projects of e-commerce application in 56 counties in 8 provinces across the country. The Ministry of Commerce opened the national agricultural products business information service platform, which contributed to the sales of more than 23 million tons of agricultural and sideline products and the transaction volume reached more than 87 billion yuan.

Fourthly, the international influence of e-commerce in China has been significantly enhanced. In 20 14, two large domestic e-commerce companies successively landed in the American capital market, and the international capital market responded enthusiastically.

B. Opening report of e-commerce case analysis course paper

E-commerce case analysis, the opening report is not difficult to write.

C. What are the main methods of e-commerce case analysis?

Methods and steps of e-commerce case analysis The purpose of case analysis is to optimize e-commerce projects, analyze problems, plan e-commerce schemes and projects, and accumulate knowledge and methods for the future. In the case analysis of e-commerce, it is generally necessary to follow certain procedures and make a systematic analysis according to certain models, so as to scientifically grasp the essence of the case.

E-commerce case analysis model (analysis method and steps);

First, the definition of e-commerce model

II. Overview of the basic situation of the case

Third, case value network positioning.

Fourthly, the analysis of e-commerce mode.

Business model of e-commerce

Technical mode of e-commerce

Business model of e-commerce

E-commerce management mode

Capital model of e-commerce

Verb (abbreviation of verb) analysis conclusion and suggestion

First, the definition of e-commerce model

To analyze an e-commerce case, we should first judge its e-commerce mode, grasp its characteristics and classification, and then understand its advantages to all stakeholders in e-commerce to lay the foundation for case analysis.

II. Overview of the basic situation of the case

Summary is the basic work of e-commerce case analysis, and it is necessary to collect the basic information of the cases to be analyzed as detailed as possible through existing literature, online investigation, on-the-spot investigation, website browsing, online discussion list and company publicity materials, and summarize and sort them out. Generally, it should include the establishment time, investors, business scope, products or services, development history and market position of the company or project involved.

Third, case value network positioning.

First of all, we should systematically analyze the case from the outside to the inside, that is, on the basis of scientifically positioning the functional structure of e-commerce cases, we should make clear the various subjects included in the e-commerce model, including related e-commerce companies, customers, suppliers and partners, grasp the main information flow, capital flow and logistics characteristics, and make clear the functions of e-commerce model to each subject and the benefits that each participant can obtain.

Fourthly, the analysis of e-commerce mode.

On the basis of functional structure and value network positioning, this paper systematically analyzes the business model, technology model, business model, management model and capital model of the case, so as to grasp the connotation of e-commerce model and accumulate experience for e-commerce project management and planning.

(A) the business model of e-commerce

The business model of e-commerce is the operation order of e-commerce projects, which refers to the products, services, information flow and income sources provided by e-commerce projects, as well as the organizational model and system structure of the relationships and functions of various stakeholders in the operation process of e-commerce projects. It reflects how the e-commerce project is profitable now and the planning for a long time to come.

Mainly includes the following connotations:

1. Strategic objectives

The strategic goal is the social orientation of enterprise value, that is, the enterprise mission. The value provided by e-commerce operators to customers can be manifested in the differentiation of products or services, low cost and target agglomeration strategy.

(1) product or service differentiation strategy

It is manifested in the following aspects: product characteristics; Time to market; Customer service differentiation; Brand image.

(2) Low cost strategy

This is a preemptive strategy. Mainly manifested in the reduction of production and sales costs.

(3) Target aggregation strategy

It is a self-restraint strategy. When the strength of the company is not enough to compete in a wider range of industries, the company can use the Internet to serve a specific strategic object with higher efficiency and better effect, and often surpass its competitors in this range.

To analyze the strategic objectives of e-commerce cases, we need to answer the following questions:

What is the core value of the e-commerce model operated by the company?

(2) What unique products or services can the company provide to customers through e-commerce, or what unique customer value can the company's products or services have? Differentiation, Low Cost or Target Aggregation?

(3) For traditional enterprises, it should be clear whether enterprises implement e-commerce to generate income, reduce expenses, improve customer relations or support traditional businesses.

④ Can e-commerce enable the company to solve a series of new problems for customers?

⑤ Whether the company has a clear strategic target plan.

2. Target users

Target user positioning of enterprise e-commerce model is an important step to increase website traffic and attract customers. The target users can be individual users or enterprise customers. On the one hand, the definition of target users should be defined from the geographical scope, that is, to judge the regional characteristics of users; On the other hand, it should be divided from the demographic characteristics of users such as gender, age, occupation, education level, lifestyle and income level.

When analyzing the target users of e-commerce cases, the following questions need to be answered.

① What is the user scope of the case website analyzed? What are the characteristics?

② For traditional enterprises, what range of users can e-commerce reach? Is it a global user or a regional customer? Is it aimed at businesses or consumers? What are the characteristics of these users?

3. Products or services

When a company or website determines the target users, it must decide what products or services to provide to these users.

When analyzing the products or services of e-commerce cases, the following questions need to be answered.

What products or services does the case website provide? What services play a key role in the company's e-commerce model?

② For traditional enterprises, has e-commerce changed the original products or services?

③ What products or services does the company provide for all kinds of users?

4. Profit model

To analyze the revenue and profit sources of e-commerce cases, we need to answer the following questions.

(1) What customers did the website of this case get from?

② For traditional enterprises, what are the original revenue sources of the company, and what changes have been made to the revenue sources of the company by e-commerce? What are the new sources of income after the company implements e-commerce?

(3) Which of the company's revenue sources has a key impact on the company's profit level?

④ Which customers contributed which revenue sources?

⑤ What are the determinants of the company's profits?

5. Core competence

Core competence is relatively scarce resources and distinctive service ability, which can create long-term competitive advantage.

The core competence is the collective wisdom of the company, especially the ability to integrate various skills, technologies and processes to adapt to the rapidly changing environment.

To analyze the core competitiveness of e-commerce cases, we need to grasp the following questions:

(1) Is the company capable? What is this?

② What new capabilities does the company need to implement e-commerce?

(3) What impact does e-commerce have on the company's existing capabilities?

(4) What are these capabilities that other companies can't imitate?

⑤ How does the company maintain its competitive advantage?

⑥ What marketing strategies did the company adopt in the process of forming and maintaining these competitive advantages?

(B) E-commerce technology model

In all e-commerce projects, it is necessary to plan its technical model reasonably, and the technical model is the basis for the realization of the business model. It is software, hardware and staffing system that support the normal operation of e-commerce system and protect and restore the system in case of accidents.

To analyze the technical mode of e-commerce cases, we need to analyze several aspects.

(1) What technology development and application mode does the company adopt for e-commerce?

② What is the overall technical framework of the company's e-commerce application?

③ Configuration of computer hardware system, selection and application of software in the company's e-commerce system?

(4) The application of the company's commodity scanning system, payment card system, enterprise resource planning, customer relationship management, supply chain management and other special systems.

⑤ The solution of the company's e-commerce website and the security technology used.

⑥ Application of payment technology in the company's e-commerce.

⑦ The structure and technical level of the network and communication system in the company's e-commerce application.

(C) E-commerce business model

It is the overall framework for the company to plan, design and implement the whole business activities from the perspective of the market, including how to let customers know and agree with the company's e-commerce business model and how to realize the company's e-commerce business model.

Customer demand is sufficient.

To analyze the business model of e-commerce cases, we need to analyze the following aspects.

(1) What strategies and methods does the company use to promote its business model in order to expand the customer scale?

② What are the channels and ways for customers to search for information about goods and services? How to display goods? What is the way of information exchange between customers and companies?

③ What are the ways and means of business consultation and negotiation? Is the signing method of the trading order electronic or paper?

(4) What is the payment method of the transaction? What are the characteristics? What kind of way does the logistics and distribution of goods take? What are the characteristics? What kind of electronic services does the company provide?

(D) E-commerce management model

It is a structural system such as laws, standards, rules, systems, institutions, personnel and information systems provided by organizations to ensure the normal operation of the system and to protect and restore the system when an accident occurs. It can track, monitor, feedback control, predict and make decisions on the operation of the system.

To analyze the management mode of e-commerce cases, we need to carry out the following research:

(1) What form does the company's e-commerce organization take? What are the characteristics of its organizational culture and human resource management?

② What are the characteristics of the company's e-commerce business process? Does it meet the requirements of e-commerce?

(3) What aspects of the company's e-commerce management system and reward and punishment system are there to ensure the normal conduct of e-commerce activities?

④ What are the characteristics of logistics management, supply chain management, customer relationship management and payment management of e-commerce?

⑤ What is the service effect of the company's e-commerce website?

⑥ What are the risks in the implementation of enterprise e-commerce projects? What kind of security technology and system security management system are adopted?

⑦ What credit mechanism has the website established to ensure the smooth progress of all aspects of e-commerce transactions?

(E) the capital model of e-commerce

It refers to the whole structure of entry, operation and exit from e-commerce capital. There are two capital modes of enterprise e-commerce: venture capital mode and traditional investment mode.

D. E-commerce Case Analysis Course Textbook Features

Based on the definition, classification and connotation of e-commerce mode, this book designs an e-commerce case analysis model and systematically analyzes some selected cases. Chapter *** 14: Chapter 1 summarizes the types and connotations of e-commerce mode, puts forward the basic model of e-commerce case analysis, introduces the basic ideas and methods of analyzing e-commerce case business model, technology model, management model and capital model in detail, and designs the teaching model and assessment model of e-commerce case analysis course; In chapter 2 ~ 14, on the basis of expounding the basic problems such as search engine, online advertisement, online brokerage, online direct selling, online store, online marketing, online payment, online aggregation, user contribution, online community, online classified information, online games and wireless service, the selected domestic and foreign cases are systematically analyzed according to the analysis model.

In the process of writing this book, the following characteristics are highlighted.

1. Target Orientation of E-commerce Case Analysis of Internet Business Application

The successful application of e-commerce focuses on the innovation of internet-based business model, so the application ability of internet commerce is one of the core abilities of e-commerce professionals. When implementing e-commerce projects, enterprises should first consider the choice of business model based on the Internet, and then systematically design the operation and management model of the project according to the characteristics of this business model. Therefore, a systematic analysis of typical cases of various business models can enable readers to systematically grasp the connotation, characteristics and applications of various specific e-commerce models, which is conducive to the promotion and application of e-commerce models.

2. E-commerce case analysis model based on the perspective of project operation.

This book focuses on establishing the basic framework of case analysis. From the perspective of e-commerce project operation, this paper systematically analyzes the e-commerce mode of the case, not just summarizing and introducing the basic situation of the case itself, so that readers can master the methods of e-commerce case analysis and provide reference for planning and operating e-commerce projects. Based on consulting and planning a large number of enterprise network marketing projects in recent years and fully understanding the application of internet commerce, this book defines and describes the e-commerce model embodied in each type of e-commerce case. Moreover, for each typical case of e-commerce, we should analyze the case from five modes: business mode, technology mode, business mode, management mode and capital mode on the basis of summarizing the basic situation of the case and positioning the value network, so as to master the operation and management mode of e-commerce projects under various business modes, and finally discuss the conclusions and suggestions.

3. E-commerce case classification model based on Internet business application.

Based on the mainstream mode of Internet business application, this book divides e-commerce cases into search engines, online advertisements, online brokers, online direct selling, online stores, online marketing, online payment, online aggregation, user contributions, online communities, online classified information, online games and wireless services, which breaks through the limitations of industry classification and avoids such pan-e-commerce modes as B2B, B2C and C2C.

4. E-commerce case selection mode based on business model

Many e-commerce case analysis textbooks choose cases according to industries, so the same e-commerce model will appear repeatedly in different industries, which will affect the teaching effect of e-commerce case analysis course. This book classifies each e-commerce mode according to its mainstream operation mode, and selects typical cases at home and abroad for analysis. For example, Dangdang Online Mall, Gome Online Mall and Taobao Online Shop are selected as the application modes of online shop, traditional retail enterprise online shop and online shop. For typical e-commerce cases, we focus on analyzing its mainstream business applications, rather than describing its general functions. For example, we focus on the analysis of commercial applications, such as Sina's comprehensive portal advertising, Taobao's online shop opening, Alibaba's online brokerage, and the word-of-mouth aggregation of Banner.

5. Empirical-based e-commerce case collection and writing mode

In the process of writing this book, the case material collection mode based on empirical research method is adopted. For each business model, some representative local cases are selected. On the basis of sufficient literature research, members of the project team conducted on-the-spot interviews with case enterprises and collected a large number of first-hand materials, which truly reflected the basic situation of the case. For foreign cases, we will investigate in our branches on the basis of literature research, so as to grasp the first-hand information as much as possible and ensure the objectivity of case analysis.

6. Competency-oriented teaching mode of e-commerce case analysis

In the case teaching of e-commerce, it is suggested to adopt the teaching mode of combining "teacher case demonstration", "teacher-student interactive discussion" and "student case development". Give full play to the leading role of teachers and the main role of students in the teaching process, take "teacher-student interaction, mutual learning and mutual learning" as the goal, keep up with the latest progress in the application of e-commerce mode, and continuously improve students' e-commerce citation ability.

7. Internet-based e-commerce case analysis digital teaching resources

This book will rely on the e-commerce education platform created by the members of the textbook writing group to develop an e-commerce case resource library for teachers and students to create, gather and share e-commerce cases, and cooperate with the implementation of the teaching mode and assessment mode of "teacher-student interactive discussion" and "student case development" of e-commerce case analysis courses.

E. What's your experience in learning the course of E-commerce Case Analysis?

Do you study that, too ~ I have studied e-commerce for several years and learned nothing. I think professional schools are too superficial, so it is better to experience them in depth.

F. E-commerce case studies

You can analyze the current B2B websites, such as Alibaba.

G. What are the main contents of e-commerce case analysis?

1、B2C

B2C enterprises sell to their end users.

As a consumer, anything you buy online, such as clothing, household goods, entertainment, etc. , which is part of the B2C transaction.

The decision-making process of B2C purchase is much shorter than that of B2B purchase, especially for products with lower value. After all, it is much easier to buy a new pair of shoes than to investigate the email service provider or food supplier that a company will cooperate with.

Because of the short sales cycle, B2C enterprises usually spend less marketing funds, but compared with B2B enterprises, the average order value and repeated orders of B2C enterprises are also lower.

B2C includes not only products, but also services.

B2C innovators use technologies such as mobile applications, native advertising and re-marketing to directly market to customers, making their business easier.

For example, through the application program "Lawn Master", consumers can easily get in touch with the local lawn mowing service, garden and yard experts or snow removal experts.

In addition, home service enterprises can use the pipeline software application of Housecall Pro to track employees' routes, send short messages to customers, and handle payment on the road, which is beneficial to both consumers and enterprises.

2、B2B

In the B2B business model, one enterprise sells its products or services to another enterprise. Sometimes the buyer is the end user, and usually the buyer (the second B in B2B) will resell the product to the end consumer.

B2B mode usually means longer sales cycle, higher order value and more repeated purchases.

B2B innovators have replaced catalogues and purchase orders through e-commerce storefronts, improved their pertinence in niche markets and created a place for themselves.

In 20 15, Google found that nearly half of B2B buyers were millennials-almost twice as many as in 20 12. As the younger generation enters the era of business decision-making, B2B online sales become more and more important.

3、C2B

C2B allows individuals to sell goods and services to enterprises.

In this mode of e-commerce, a website may allow customers to publish the work they want to complete and let enterprises bid for this opportunity. Affiliate marketing services will also be regarded as C2B.

Elance (now Upwork) is an early innovator of this model, helping enterprises to hire freelancers.

The competitive advantage of C2B e-commerce model lies in the pricing of goods and services. This method gives consumers the right to set prices, or allows enterprises to compete directly to meet their needs.

Innovators creatively use this model to connect companies with online celebrities and promote their products.

4、C2C

C2C connects consumers, exchanges goods and services, and usually makes a profit by charging transaction or shelf fees.

Companies like Craigslist and Yi Bei pioneered this model in the early days of the Internet. C2C business benefits from the self-driven growth of active buyers and sellers, but it faces key challenges in quality control and technical maintenance.