abstract

With the popularity of the Internet, e-commerce has become a necessary means in business activities of enterprises. However, the application of e-commerce in small and medium-sized enterprises is relatively backward. How to make use of e-commerce to make up for its own shortcomings has become an important topic for the development of small and medium-sized enterprises. Therefore, this paper puts forward the topic of "the strategy research of small and medium-sized enterprises applying e-commerce".

This paper focuses on the implementation mode and application strategy of e-commerce in small and medium-sized enterprises. Starting with the analysis of the present situation of e-commerce, this paper introduces the actual situation and existing problems of developing e-commerce in small and medium-sized enterprises in China, and on this basis. This paper expounds the necessity and benefits of applying e-commerce to small and medium-sized enterprises in China. By understanding these opportunities and benefits, this paper discusses how to promote small and medium-sized enterprises to carry out e-commerce on the basis of using the services provided by information technology.

The first chapter is introduction.

According to the relevant information of the Ministry of Commerce, enterprises in China entered a critical transition period in the 11th Five-Year Plan (2006-20 10), which posed a severe challenge to the growth mode and speed of enterprises. Take manufacturing as an example. Over the years, its output value has been one-third of China's GDP, and the output of nearly 100 product categories ranks first in the world, among which toys account for 40%, shoes account for 50% and personal computers account for 40%. In recent years, with the gradual increase of business costs, the huge pressure of environmental protection and the serious shortage of R&D investment, the profit and benefit situation of manufacturing industry is grim. However, this is mainly an extensive growth, not an connotative growth. China now has 4 trillion products in stock, accounting for 40% of the total GDP, but the capital turnover rate of enterprises is only 2.5 times, while international retailers like Wal-Mart and Carrefour have 20-30 times a year.

The above problems have brought great pressure and challenges to China's economic growth. It is an inevitable way to change the growth mode and advocate a new development model. Therefore, in order to realize the transformation of economic growth mode and take the road of new industrialization, we must handle the relationship between "new industrialization" and "informatization (e-commerce)". In the future, the depth and breadth of China enterprises' participation in e-commerce and informatization will become the key factor of their future international competitiveness, which will determine whether China has a higher-end comparative advantage in the next round of international competition.

A large part of small and medium-sized enterprises in China exist in the form of producing accessories for large enterprises. In order to adapt to the implementation of e-commerce by upstream and downstream enterprises, if they do not join the application of e-commerce, they may be squeezed out of the supply chain. Facing the grim situation of economic globalization, internationalization of international competition and internationalization of domestic market, the survival and development of other small and medium-sized enterprises will face unprecedented difficulties. At present, the rapid development of e-commerce has undoubtedly brought extremely rare opportunities to the vast number of small and medium-sized enterprises in China. How to fully grasp the development opportunities provided by e-commerce has become a concern of all small and medium-sized enterprises in China, which is not only of great significance to the survival and development of small and medium-sized enterprises themselves, but also has a far-reaching impact on maintaining the sustained, healthy and stable development of the national economy.

However, according to the survey of network access, many small and medium-sized enterprises are at a loss in the face of the increasingly prosperous internet economy and face many difficulties: lack of professional talents and the ability to independently build network systems; There is not enough capital investment; It is difficult to effectively use online information resources, which makes it difficult for enterprises to integrate into the international market. There are still some small and medium-sized enterprise leaders who have not changed their ideas in time and have not realized the importance of developing e-commerce for small and medium-sized enterprises. This is a crisis for China's economic development, and the number of small and medium-sized enterprises accounts for more than 99% of enterprises in China. Therefore, a large number of small and medium-sized enterprises in China should turn the idea of attaching great importance to the application of e-commerce into real enterprise behavior, cross all obstacles, join the queue of network economy, and share the "cake" of the new economy with developed countries instead of being outsiders. Based on this, I will take how to develop e-commerce in China's small and medium-sized enterprises as the theme of my dissertation, hoping to make contributions to China's economic development through my own efforts.

(A) the technological development of e-commerce research

In the application of e-commerce, new technical methods are constantly emerging, and the rapid development of some new information technologies is enough to cause great changes in business models and social concepts. For example: search technology, RFID, SOA, VoIP, personalized recommendation service, etc. Among them, the research of search technology has aroused widespread concern.

Both information providers and information demanders on the Internet are in the process of being extremely rich, diversified and quantified. This makes the cost and difficulty of information transaction increase rapidly, that is, it is difficult for information consumers to obtain the expected information at the expected time and place in the expected way and cost; It is also difficult for information providers to provide desired information to desired users at desired time and place, in desired manner and at desired cost. As an intermediary ability, Internet search ability is becoming more and more valuable because it can greatly reduce the cost of information transaction.

The development of e-commerce is increasingly inseparable from search engines. In this respect, it can be seen from Alibaba's acquisition of Yahoo and the joint venture between Yahoo and Sina that Yahoo has locked its core business in e-commerce and search. Therefore, the research on the integration mode of e-commerce and search and how to develop search technology to benefit e-commerce has aroused widespread concern.

(B) the development of e-commerce in China.

The development of e-commerce in China keeps up with the development of e-commerce in the world. After nearly ten years of development, it has made some progress. At the same time of rapid growth in scale, other aspects have also been greatly improved, which is embodied in the following aspects:

1, construction of safety certification standards

The country has established certification centers in some cities. Development of core technologies such as security standards, electronic signatures and cryptographic systems. Has been taken seriously and increased investment. According to the statistics of China Electronic Commerce Association, at present, there are more than 70 electronic certification service institutions in China.

2, e-commerce standardization construction

The construction of e-commerce standards began. Judging from the current market application, standards are basically divided into two layers: the bottom data exchange standard and the high-level process-oriented standard.

3. Payment environment

The electronic payment environment has been further improved. Among them, corporate payment methods include electronic credit card, electronic cash, electronic check and electronic wallet.

4. Logistics environment

The modern logistics system is constantly improving. Among more than 700 chain enterprises in China, some large-scale enterprises have established their own distribution centers. There are also nearly 40 listed companies in China involved in the logistics industry.

5. E-commerce service environment

The types and forms of services of e-commerce platforms are constantly improving, and the services of e-commerce platforms are gradually improving. 83.2% of enterprises apply e-commerce through their own e-commerce service websites. In the third-party e-commerce service, 74.2% enterprises publish information, and 45.9% enterprises use online advertisements.

On the premise of discussing the role of small and medium-sized enterprises in China's economic development and analyzing their own characteristics, advantages and disadvantages, and on the basis of analyzing the necessity and benefits of applying e-commerce to small and medium-sized enterprises, this paper discusses the specific mode of applying e-commerce to small and medium-sized enterprises, and illustrates the benefits of applying e-commerce to enterprises with concrete examples. Finally, the overall strategy of e-commerce application in small and medium-sized enterprises is summarized, and the possible development direction and ways of e-commerce application in small and medium-sized enterprises in the future are prospected.

Chapter II The significance and urgency of applying e-commerce to small and medium-sized enterprises.

(A) the characteristics of SMEs

Large enterprises have the advantages of large enterprises and small and medium-sized enterprises have the characteristics of small and medium-sized enterprises. It is the characteristics of small and medium-sized enterprises and the diversity and complementarity of these economic cells that have created a colorful economic structure of the market economy. When comparing large enterprises, the advantages of small and medium-sized enterprises in economic activities mainly include the following:

Low management cost. The phenomenon of long-term coexistence of enterprises of different scales shows that. Enterprises have different requirements for the optimal scale. Coase, an American economist, believes that the boundary of an enterprise depends on the balance between the enterprise and the market, that is, the marginal management cost of an enterprise is equal to the marginal transaction cost. Although the expansion of enterprise scale is conducive to reducing external transaction costs, it is followed by the increase of internal management costs, so the optimal scale of enterprises is not necessarily large-scale. This provides a foundation for the existence and development of small and medium-sized enterprises. Compared with large enterprises, small and medium-sized enterprises have small scale, simple organizational structure, relatively few management contents and relatively low management difficulty, so their management expenses are relatively low, which makes them have a strong competitive advantage in management expenses.

Flexible operation. Due to the different scale of enterprises, there are different requirements for information transmission within enterprises. Compared with large enterprises, small and medium-sized enterprises have smaller management span, fewer functional departments and higher degree of internal information symmetry, so they have short decision-making chain, simple coordination, fast information transmission and low distortion rate, and have their own advantages in rapid and accurate decision-making of enterprises. In addition, SMEs need less investment and have lower entry barriers. The composition of capital and technology is low, so the production and marketing time of products is short, the effect is quick, the cost of product transformation is low, it is easier to adapt to the new environment, and the production and operation are flexible.

Meet specific market demand. With the development of economy and society, people's living standards are constantly improving, demand diversification is obvious, and the market is increasingly subdivided. Small and medium-sized enterprises can rely on their unique technical and resource advantages to provide targeted goods and services according to the needs of specific customer groups to meet the specific needs of marketization. Driven by the technological revolution, the specialized division of labor has become more and more detailed, and the industrial chain has been continuously extended. Small and medium-sized enterprises can give full play to their advantages in technology and experience in a certain field, undertake the production of parts or provide services for other enterprises, so as to give full play to their advantages in producing and operating specific commodities and form mutually beneficial relations with other enterprises.

Internal incentive compatibility. Internal incentive compatibility of enterprises mainly means that the behavior of managers pursuing their own interests is consistent with the goal of maximizing the interests of owners. In the case of the separation of enterprise ownership and management rights, the goals between the owner and the operator are inconsistent, which leads to the principal-agent problem. The owner is the principal and the operator is the agent. Because of information asymmetry, it is difficult for the owner to master all the information of the operator and supervise it effectively, so the operator has the motivation to increase his own interests by harming the owner's interests. Most owners and operators of small and medium-sized enterprises are integrated, so the goal of owners and operators is not.

There is a deviation. There is no internal incentive compatibility problem. Even for small and medium-sized enterprises with separate ownership and management rights, due to the lack of internal information, the supervision efficiency of owners on operators is much higher than that of large enterprises. It can be seen that SMEs have advantages in internal incentive compatibility.