According to the definition of the World Trade Organization's special report on e-commerce, e-commerce is conducted through telecommunication networks.

Production, marketing, sales and circulation activities refer not only to Internet-based transactions, but also to all activities using e-mail.

Information technology (IT) solves problems, reduces costs, adds value and creates business opportunities, including through the Internet.

From inquiry of raw materials, procurement, product display, ordering to production, storage and transportation, electronic payment and a series of trade activities.

The development of electronic commerce

major feature

Information economics divides commodities into two categories: first, commodities whose quality can be determined or evaluated at the time of purchase are called acceptable commodities.

Inspection of goods, such as books; Second, experience goods, that is, consumption.

Only after use can consumers determine or evaluate the quality of goods. Another classification method is to classify all goods and services.

Divided into two categories: standardization and personalization. The former are computers, books and travel, while the latter are clothes and food.

Based on the above classification methods, the development of e-commerce at this stage presents three main characteristics.

The first characteristic E-commerce first developed in the field of standardized goods or services, such as books, gifts and computers.

Commodities or fast food, travel and insurance services, while clothing, food and other commodities or services with obvious personalized characteristics are more difficult.

So as to realize large-scale electronic commerce. Data on e-commerce in developed countries provided by Forrester research (table 1).

This conclusion is correct.

@@0903200.JPG； Table 1 1997-2000 global e-commerce development prospects

However, in developing countries such as China, the situation is somewhat different. China social investigation office and post and telecommunications international travel agency.

A survey conducted jointly by the "Ninth Five-Year Information" Tourism Group shows that consumers in China are willing to shop by telephone.

Examples are: household appliances, daily necessities, fitness equipment, high-end furniture, brand-name fashion. Compared with shopping, through

A large number of consumers have received various services by telephone, mainly including the following services: product after-sales service and ticket booking service.

Services, tourism consulting services and rental services. The survey also shows that different income levels affect consumers' telephone shopping in China.

Tendency. The high-income class has a relatively high demand for daily necessities, fitness equipment, food and flower express delivery, while the middle-income class

The demand for high-end furniture, brand-name fashion, computers and computer maintenance services is the greatest, while the low-income class needs insurance and products.

The demand for after-sales service is the highest. From this, it can be considered that the development of e-commerce should first choose from highly standardized goods or services.

Choose a breakthrough point or starting point to launch different e-commerce marketing strategies for different income groups.

The second characteristic payment system has become one of the main factors affecting the development of e-commerce. The Development of E-commerce in America

It is largely supported by the developed credit card payment system. On the contrary, some aspects of e-commerce in Europe and other regions

Part of the reason is that credit card use in Europe and other regions is not as common as that in the United States. Some people worry that on the internet.

There are many unnecessary dangers in exposing credit card accounts on T, so we can consider the development of e-commerce and economic activities.

The degree of commercial credit is closely related.

The third feature: the network cost constitutes the main restrictive factor for the development of e-commerce. Reducing the cost of global telecommunications is a cause.

Industry to carry out e-commerce activities provides a favorable prerequisite. Shortening transportation time and reducing communication cost is the Internet.

An important foundation for development. In some areas, the telecom cost of e-commerce through the Internet is only equivalent to other services.

As a small part of tools, the transaction cost of online software products is less than110 of the telephone transaction cost, which is a traditional retail method.

Easy cost 1/50.

Influence on modern economic activities

According to the World Trade Organization's special report on e-commerce, Internet-based e-commerce is very important for modern economic activities.

This influence is mainly reflected in the following five aspects:

1. E-commerce shortens the distance between manufacturers and end users in the supply chain, while changing the traditional market.

This structure reduces the transaction cost. The network economy is like a tuner, which makes small companies and large companies on a fairer basis.

In the competition.

Internet-based e-commerce is changing the internal structure of companies and departments. Connect to the internet through drop

Low communication cost affects the vertical organizational structure of the company. In order to improve efficiency, companies must adapt to this change and adopt new methods.

Structural reorganization. For example, in the field of financial services, the Internet allows users to obtain financial market information for free, forcing them to do so.

Financial service providers must establish new institutions to adapt to the changes in this competitive environment.

3. E-commerce has changed the previous market access conditions, so that small and medium-sized manufacturers are mainly occupied by large manufacturers or a few manufacturers.

Get more profits in the monopoly market. Internet can affect the concentration of the market and provide convenience for new competitors.

Entering the highly competitive market is particularly beneficial to small and medium-sized manufacturers.

4. The reduction of e-commerce transaction cost not only stimulates the demand of online e-commerce, but also stimulates consumers' online access.

Network requirements. This is of great significance to the government that actively promotes the construction of national information infrastructure and the network that carries out network access services.

Internet service providers (ISP) are advantageous.

5. Low transaction costs and convenient market access environment, as well as the tendency of governments to exempt the Internet from taxes.

The practice of collection has actually encouraged e-commerce activities. E-commerce activities will lead to domestic and international markets.

New forms of competition have further enriched information services and other service activities. Consumers in e-commerce competition

Will enjoy more kinds of goods and higher quality services than traditional consumption methods.

development prospect

Before 2002, Internet-based e-commerce will develop rapidly in industrialized countries. 1997

In September, 2008, the Financial Times predicted that electronic purchase would account for 65,438+0,999 of all consumer purchases in industrialized countries.

13%, which will increase to 26% by 2007. Another forecast holds that the most important e-commerce tools at present are telephone and Internet.

T, intranet and EDI only account for 6% of the total electronic sales, but will increase to a quarter in 2002.

Most consumers use the Internet to search for information and make purchase decisions, but they don't actually buy online.

Move it. For example, in the United States and Canada, 50% of Internet users make purchase decisions based on online information, but only 65,438+04% of users.

Shopping online. The situation in Europe is the same as that in America. According to Datamonitor, in 2002, only Spain and Italy.

10% of households surf the internet, and Sweden has reached 35%. However, these online families don't actually buy goods through computers.

1/5。 This is the structure of Europe as a whole.

The above analysis tells us that the prospect of China enterprises developing e-commerce depends on three factors. One is China Basic Power.

The standard of credit fee, the improvement and perfection of China's commercial credit payment system, the improvement of network performance and online family.

An increase in quantity. Under the existing conditions, the opportunity for China enterprises or service companies to develop e-commerce lies in standardization.

A high area of goods or services.

How to improve the competitiveness of enterprises by e-commerce

At present, e-commerce activities can be divided into two categories: first, transactions between enterprises, such as the following orders and payments. ; two

It is a transaction between enterprises and individual consumers, such as online shopping. No matter what kind of e-commerce activities, it will be correct.

The competitiveness of enterprises has a noticeable influence. These effects are mainly reflected in the following three aspects:

Change the way enterprises compete.

1. E-commerce has changed the cost structure between upstream and downstream enterprises, so that upstream or downstream enterprises have changed the relationship between supply and marketing.

With the increase of opportunity cost, the strategic alliance between upstream and downstream enterprises has been further strengthened.

2. E-commerce not only provides consumers and enterprises with more opportunities to choose consumption and open up sales markets, but also

But also provides a closer place for information exchange, thus improving the ability of enterprises to grasp the market and the ability of consumers to understand the market.

E-commerce promotes the ability of enterprises to develop new products and provide new services. E-commerce enables enterprises to quickly

Quickly understand consumers' preferences and buying habits, and at the same time reflect consumers' needs to the decision-making level in time, thus promoting

Enter the enterprise for consumer demand and R&D activities.

4. E-commerce has expanded the competitive field of enterprises, and made enterprises change from conventional advertising competition, promotion means and product design.

The competition in the field of design and packaging has expanded to an invisible virtual competition space.

E-commerce constitutes an invisible barrier to enterprise competition, which is mainly manifested in greatly improving the opportunities for new enterprises to enter the competition.

The initial cost of the market.

Change the competitive basis of enterprises

The most significant role of e-commerce in changing the competitive basis of enterprises lies in changing transaction costs. E-commerce has

The characteristics of high investment (fixed cost) and low variable cost make the transaction volume, wholesale volume or user volume in those years particularly large.

Some enterprises develop e-commerce, and it is easier for them to make profits than those with less annual transaction volume and small batch. So, those deals

Enterprises with huge volume and strong financial resources will gain competitive advantage and develop e-commerce more easily than those with small transaction volume and insufficient financial resources.

Advantage.

E-commerce has also changed the basis of the influence of enterprise scale on competitiveness. For example, in traditional sales channels, big books

The competition between merchants and small booksellers is very different. E-commerce makes it possible for large booksellers and small booksellers to compete in scale gap.

Almost insignificant. Amazon in Seattle, USA, opened a large bookstore online, offering 2.5 million books.

Buy online. The online bookstore operated by the German Publishing Federation will connect 500 bookstores and publish more than 300 new books every day.

Books are placed on virtual bookshelves. Books and services provided by online bookstores managed by only two people can be managed by almost 200 people.

Traditional bookstores offer the same bibliographies and services.

Change the competitive mode of corporate image

The experience of online shopping shows that if online companies can provide customers with all-round goods, discounts and flexibility.

Conditions, reliable security and friendly interface, then online shoppers generally will not insist on buying a certain brand.

Commodities. E-commerce provides a virtual way for companies or enterprises to fully display the types and quantities of their products and services.

Quasi-space plays a role in improving corporate visibility and business reputation.

After 1995, many famous multinational companies have set up vice presidents or heads in charge of special markets and emerging media.

They will devote themselves to improving corporate image and promoting corporate brands through emerging media. E-commerce makes enterprises online.

The cost of long-term online advertising is lower than that of other media, but its influence on potential customers is still difficult to compare with that of newspapers and television.

Media competition. With the expansion of e-commerce activities, the advertising effect of e-commerce will continue to increase.

conclusion

According to the estimate of American Business Weekly, the online shopping of 1998 will probably reach $4.8 billion, and the online sales will become more and more successful.

This is a new competitive field that retailers must enter. During the period of 1998, the relevant departments of our government and business circles have also been insisting.

Various types of e-commerce conferences have been held to explore new markets in the field of e-commerce, which is very important for e-commerce in China.

There is no doubt that dynamic development has a positive role in promoting. However, network marketing is still the reality of e-commerce in China.

A true portrayal of the situation. There are many reasons, but we think that the three restrictive factors revealed in this paper (telecom tariff

The credit payment system and the number of online families are three deep-seated reasons, which cannot be changed in a year or so.

Advanced or perfect. In addition, the credit card jointly developed by VISA and mastercard international uses electricity.

Sub-payment transaction technology is in the experimental stage, which means that even in the international community, the security of e-commerce payment system is also

Far from meeting the requirements of commercial popularization. The promotion of e-commerce by governments at all levels in China is essentially forward-looking.

Strategic initiatives.

So, what can China enterprises do in the field of e-commerce at this stage? First, establish and improve enterprise management.

Information system, especially marketing information system, lays the foundation for future or upcoming enterprise e-commerce; Secondly,

Take the lead in small-scale standardization, large transaction volume and batch production under the conditions of concept, organization, capital and technology.

E-commerce activities should be carried out in the field of goods or services with high distribution frequency and large customer flow, with the breakthrough of driving enterprises to be electronic.

Development of commercial activities; Finally, the use of e-commerce to achieve the purpose of improving the competitiveness of enterprises, that is, by improving enterprise management.

Manage efficiency, reduce transaction costs, establish new intangible barriers and consolidate competitive alliances to gain competitive advantages.