Abstract: Online merchants are rapidly and deeply infiltrating into various fields of traditional industries. With the continuous expansion of the scale of online merchants, innovation is the key to the sustainable development of online merchants. Network operators need to reposition and understand their products, reconstruct the value network and allocate resources on a global scale. The development of online merchants needs value innovation from five aspects: product, technology, market, resource allocation and organization.

Development Status of Online Merchants

Internet merchants are the main body engaged in business activities through the Internet. Narrow sense? Online merchants? Refers to businessmen and entrepreneurs who use e-commerce tools to conduct business activities on the Internet. At present, the related research of online enterprise groups refers to the narrow definition.

According to the "20 1 1 Annual Online Business Development Research Report" released by Alibaba Group, the domestic online business sales have reached 1 billion yuan, and by the first half of 201/China's online business scale has expanded to 83 million. With the rapid development of e-commerce, more and more entrepreneurs and enterprises have joined the ranks of online merchants. More and more online merchants have also promoted the development of logistics, marketing, IT and other related industries. At the same time, it has created a large number of direct and indirect employment opportunities and promoted social and economic development. Multiplier effect? Highlight.

Connotation of value innovation

Innovation is a social practice process in which new ideas and concepts are produced and put into practice, forming new products, new technologies, new markets, new resource allocation methods and new organizations. In the era of information and knowledge sharing, innovation has the characteristics of knowledge-intensive, cross-border, openness, creativity and advancement.

Value innovation refers to continuous innovation in the fierce competitive environment, creating more value for customers, grasping customers and enhancing competitiveness. The ways of value innovation include: developing new products and realizing value innovation by tapping customers' cognition and demand; Improve the product platform by introducing new technologies, (reprinted from the home of papers, please keep this mark. ) realize value innovation; By restructuring the industrial structure, subdividing the target market, forming a new market and realizing value innovation; By upgrading the value chain, reconstructing the value network and allocating new resources, value innovation can be realized; By innovating organizational forms, improving business models and realizing value innovation.

Value innovation strategy of online merchants

(A) product innovation

The product innovation strategy of online merchants is shown in figure 1, and the specific contents include the following aspects:

1. Build a value network and develop products that customers need. Network operators need to break through the narrow vision of traditional enterprises and build a value network according to market demand. Value network mainly includes module suppliers, system integrators and rule designers (standards), and can also be divided into network owners and node enterprises, in which module suppliers are node enterprises and system integrators and rule designers (standards) are network owners. Node enterprises need to strive to join the network owner, and the network owner needs to build a platform to attract node enterprises. Node enterprises are online merchants based on the development of value network, and they need to make their own most professional and advantageous products or services to continuously improve their competitiveness. By accurately grasping consumers' psychology, online merchants subdivide the target market according to consumers' buying behavior and psychology, tap new markets, and realize the provision of personalized and targeted products.

2. Analyze the procurement chain and provide complementary products and services. The purchase chain is a chain that directly or indirectly affects consumers' purchase decisions, and it is composed of buyers, users and influencers. The first step to subdivide target groups and tap new markets is to clearly analyze the purchase chain. Study the demand and purchase motivation of each link in the procurement chain, grasp the situation of each link in the process of product use, dig out the core problems of the overall solution of the procurement chain, and design the overall solution of the product for the procurement chain. Only in this way can we realize a new understanding of products, accurately locate products, provide complementary products and services, and create new competitive advantages.

3. Change the thinking of business operation and provide functional and emotional products. Innovation in the era of e-commerce requires network operators to change their business operation ideas, break through the organizational management mode of traditional enterprises, cultivate the management concepts of virtual enterprises and supply chains, actively seize market opportunities, integrate external resources, build supply chains and build new value networks. Dig deep into consumers' value demand for products, including function-oriented demand and emotion-oriented demand, and subdivide products that meet different value needs. Integrate technological innovation and business model innovation to upgrade from value chain to value network.

(2) Technological innovation

1. Is the Internet realized for online merchants? Win more? The low-cost business model provides a technical platform. Internet provides a real-time, global, interactive and low-cost technology platform. Internet merchants should make full use of the advantages of the Internet, innovate trading modes and information communication methods, build a seamless network platform with consumers, make full use of relevant IT software tools and online marketing technologies, track and analyze consumers' buying process, buying behavior and buying psychology, and provide personalized products and services that meet consumers' needs. Using data mining technology to study customer-related information, create new value, build a value network centered on customer needs, realize a zero-time, zero-distance and low-cost business model, realize the commercial benefits of the value network, and realize? Win more? .

2.IT technology provides technical support for network operators to achieve efficient and low-cost management. With the wide application of information technology, internet technology and computer technology, network operators can achieve efficient and low-cost management. Using network marketing technology and network promotion tools, online merchants can manage and track consumers in time, accurately locate consumers, provide personalized products and services, and realize seamless connection between online merchants and consumers. Using e-commerce system and various information management systems, online merchants can realize information management and communication with partners and consumers, and realize the processing and coordination of internal information of enterprises by online merchants. By using IT technology, network operators improve management efficiency and reduce management costs.

3. Technological innovation provides innovative strategies for network operators to create new demands and new markets. Due to the high cost and high risk of technology development, the common practice of most online merchants is to copy and imitate competitors, which may bring some benefits in the short term, but it is not conducive to the long-term development of online merchants. E-commerce needs innovation, and innovation is also the source of network operators' survival. Network operators can innovate or improve the original technology, create uniqueness, formulate innovation strategies, enhance competitiveness, and create new demands and new markets.

(3) Market innovation

The market innovation strategy of network operators is shown in Figure 2, and the specific contents include the following aspects:

1. Reconstruct the industrial structure and shift from operating products to operating industries. In the context of economic globalization and increasingly detailed division of labor, in order to have a correct understanding of the market, we first need to redefine the industry. Industrial development has gone through six stages: the early rough definition of industry, that is, industry is an industrial stage; Industry has become an industrial stage; Products become industrial stage; Components become industrial stage; Festival becomes an industrial stage; Linking becomes an industrial stage. At present, the connotation of the industry is that the link is the industry, which has new requirements for network operators. In order to be bigger, stronger and more specialized, online merchants should make links bigger, stronger and more specialized, and change from operating products to operating industries, that is, meet the needs of consumers in terms of links and create new markets. Network operators need to reconstruct the industrial structure, from operating products to operating industries, and do a good job and strengthen links.

2. Reconstruct the market structure and upgrade from the value chain to the value network. The upgrading of traditional value chain means the technological innovation of upstream enterprises and the business model innovation of downstream enterprises, and the technological innovation and business model innovation are integrated. The high-end upgrade of value network is the vertical upgrade of module suppliers, system integrators and rule designers (standards), which has achieved the lock of high-end profit points and high-end manpower, and achieved a highly flexible and elastic value network system through integration and integration. Network operators need to tap the potential demand outside the traditional market boundary and tap the huge market value through more effective market segmentation.

3. Redefine the customer and find? Non-customer? . Network operators should not only pay attention to customers, but also pay attention to non-customers. Online merchants should not blindly satisfy customer differences through personalization and market segmentation, but should look for the similarity of buyers, put non-customers before customers, put * * * similarity before differences, and put merged market segments before multi-level market segments. Network operators need to pay attention to non-customers, that is, get rid of the existing market structure, redefine buyers and focus on buyers who have not yet become customers.

(D) Resource allocation innovation

1. Network operators need to rely on external resources for reorganization and optimization. Traditional enterprises obtain large scale through asset scale and personnel scale, which is the scale of entity form; However, in the network economy environment, online merchants gain a large scale by expanding their own networks and enterprise link groups, which is a virtual scale. The development of online merchants needs resources, some of which come from the use of their own resources and the other from the outside. Network operators need more resources from outside the enterprise, and need to change from internal operation mode to external operation mode in order to obtain superior resources and capabilities and reduce costs.

2. Network operators need to integrate internal and external resources to achieve integration capabilities. E-commerce is a process of re-integrating internal and external resources of enterprises. Network operators need to integrate external and internal capabilities and resources through the application of information technology, network technology and computer technology in accordance with the principle of reducing material consumption in the process of original resource circulation. By integrating internal and external resources and reconstructing the industry value chain, the value of e-commerce can be realized.

3. Network operators need to outsource non-core services to gain competitive advantage. In order to better realize the value creation function of e-commerce, online merchants must analyze their internal resources and industry activities in detail, find out value-added activities and non-value-added activities, value-added links and non-value-added links, and outsource non-core services, which will effectively reduce product costs, introduce and utilize external resources, shorten the value chain in a targeted manner, effectively reconstruct the industry value chain and carry out value innovation. In this way, network operators can effectively establish the competitive advantage of their own enterprises and make every effort to improve the competitiveness of their core business.

(E) Organizational innovation

1. Construct the value network system of e-commerce. The organizational structure of an enterprise can be divided into three levels, namely, management decision-making level, management execution level and production operation level. This structure is closed, rigid and inflexible. In the era of e-commerce, a new e-commerce value network system is formed according to this organizational structure. E-commerce value network system overcomes the deficiency of horizontal integration of traditional value chain and eliminates unnecessary links and consumption in the whole value chain. This value network is a dynamic, virtual and global network organization. E-commerce value network is an enterprise chain cooperation covering the whole process from customer demand identification and prediction, product design, business outsourcing, raw and auxiliary materials procurement, manufacturing, product distribution, warehousing and logistics, and customer service. , which integrates the production and operation business processes of the whole product, is a borderless organization.

2. Build a flat and networked organization. Flat organization is to compress the management level in bureaucratic organization and shorten the distance between top managers, employees and customers through information exchange platform. Networked organization is a modern virtual organization with * * * common understanding and values, mutual trust, unity and * * * common mission by building a supply chain network and e-commerce value network system, so as to realize coordination and control inside and outside the organization. Therefore, the organizational structure of online merchants adopts a flat organizational structure inside, and builds a networked organization outside the organizational structure, strengthens supply chain management, realizes timely understanding and meeting market demand, constantly pursues product quality and service, and realizes enterprise chain. Win-win? With what? Win more? , improve customer satisfaction.

conclusion

The value innovation of online merchants is an integrated innovation, a collection of various factor innovations, and it is an integrated innovation of product innovation, technological innovation, market innovation, resource allocation innovation and organizational innovation through restructuring the industrial structure, tapping the demand of the whole procurement chain and reshaping the value network system. In the era of e-commerce, consumers' demand has entered the stage of personalized consumption. Consumers require products to be highly targeted, innovative and meet individual needs. Only by constantly innovating and creating more value for consumers can online merchants seize consumers and become the final winners in the fierce competition.

References:

1. Alibaba Research Center. 20 1 1 annual online business development research report [EB/OL]. Hangzhou, 20 1 1

2. Xu Ting, Chen Libiao, Cheng Shuping. Value Innovation Connotation and Case Analysis of Blue Ocean Strategy [J]. Science and Technology Management, 2007(7)

3. Xu Dan. Analysis of enterprise value innovation in e-commerce era [J]. Modern commerce, 20 1 1(9) (Author: Wang Liyan)

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Thesis statement

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