E-commerce platform is a platform forenterpriseorpersonalProvide a platform for online transaction negotiation.Enterprise e-commerce platform is built onInternetThe virtual network space for online business activities and the management environment to ensure the smooth operation of business;Coordination and integrationinformation flow, cargo logisticsCapital flowAn important place for orderly, related and efficient flow.Enterprises and merchants can make full use of the network infrastructure, payment platform, security platform, management platform and other shared resources provided by e-commerce platform to effectively and cheaply carry out their business activities.
Chinese name
E-commerce platform
Foreign name
E-Business Platform
Role
Provide online business negotiation for enterprises or individuals
E-commerce platform is a platform for enterprises or individuals to negotiate online transactions.The ultimate goal of e-commerce construction is to develop business and applications.On the one hand, online businesses develop in an unordered way, resulting in repeated construction and waste of resources;On the other hand, the business development of merchants is relatively low-grade. Many businesses only focus on browsing, and need to complete capital flow and logistics through the way outside the network, which cannot take full advantage of the advantages of the Internet without time and space constraints. Therefore, it is necessary to establish a business development framework system, standardize the development of online businesses, and provide complete network resources, security guaranteesSafe online payment and effective management mechanism can effectively realize resource sharing and real e-commerce.
Enterprise e-commerce platformbuildIt can establish a portal site for e-commerce services, which is the real embodiment of the real society to the network society, and provides a e-commerce online living environment and business operation space suitable for China's national conditions for the vast number of online businesses and network customers.
The construction of enterprise e-commerce platform is not only the realization of primary online shopping, it can effectively build a secure and easy to expand business framework system on the Internet, and realize B2B, B2C, C2C, O2O, B2M, M2C, B2A (that is, B2G), C2A (that isC2G）ABC mode and other application environments promote the development of e-commerce in China.
The e-commerce platform displayspropagandaOr the network platform carrier for selling its own products is becoming more and more common.
The e-commerce platform expands another way - Internet marketing, so that users can have another way to understand, recognize or buy our goods.
The e-commerce platform can help small and medium-sized enterprises and even individuals to start their own businesses and independently market an Internet mall to achieve the goal of rapid profitability, and it only requires a very low cost to achieve this desire.
The e-commerce platform can help users who already have e-commerce platforms in the same industry to provide more professional e-commerce platform solutions.The development of e-commerce is not an industry that can be promoted by one or two companies. It needs more professionals to participate in, struggle and develop together.
characteristic
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advantage
1. E-commerce makes the traditional business process electronic and digital. On the one hand, it replaces the real logistics with electronic flow, which can greatly reduce the manpower and material resources and reduce the cost;On the other hand, it breaks through the restrictions of time and space, making trading activities can be carried out at any time and anywhere, thus greatly improving the efficiency.
2. The openness and global characteristics of e-commerce have created more trade opportunities for enterprises.
3. E-commerce enables enterprises to enter the global electronic market at a similar cost, making it possible for SMEs to have the same information resources as large enterprises, and improving the competitiveness of SMEs.
4. E-commerce redefines the traditional circulation mode, reduces the intermediate links, and makes direct transactions between producers and consumers possible, thus changing the way the whole social economy operates to a certain extent.
5. On the one hand, e-commerce has broken down the barriers of time and space, on the other hand, it has provided rich information resources, providing more possibilities for the recombination of various socio-economic factors, which will affect the economic layout and structure of society.
6. Interactivity: Through the Internet, businesses can directly communicate, negotiate, and sign contracts. Consumers can also reflect their feedback and suggestions to the enterprise or business website. Enterprises or businesses should timely investigate product types and service quality based on consumer feedback to achieve benign interaction
defect
1. The network has its own limitations
A consumer ordered a new type of women's backpack online. Although the quality is good, the style is not as popular as online.Many consumers reflect that the goods they actually get are not the ones they like online.What's going on here?In fact, in the process of reducing a three-dimensional object to many flat pictures, some basic information of the commodity itself will be lost;The information input into the computer is only part of the information of artificially selected goods. People cannot get all the information of goods from the Internet, especially the most vivid visual impression of goods.
In this mode, we can only rely on the production of websites and web designers to grasp a better mode of web pages and display goods to consumers.
2. The search function is not perfect
When shopping online, a big problem faced by users is how to find the items they want on many websites and buy them at the lowest price.The search engine looks very simple: the user enters a query keyword, and the search engine searches the database according to the keyword, and returns the most appropriate Web page link.This is not mainly due to technical reasons, but because online merchants want to protect the privacy of commodity prices.Therefore, when users shop online, they have to search website by website until they find items with satisfactory prices.
3. Transaction security is not guaranteed
The security of e-commerce is still the main factor affecting the development of e-commerce.Due to the rapid popularity of the Internet, e-commerce has attracted wide attention and is recognized as the most potential new growth point of the future IT industry.However, how to ensure the security of data transmission when dealing with transactions on an open network has become one of the most important factors for the popularization of e-commerce.The survey company once conducted an online survey on the application prospect of e-commerce. When asked why they are unwilling to shop online, the problem of most people is that they are afraid of being attacked by hackers, which will lead to the loss of credit card information.Therefore, some people or enterprises are unwilling to use e-commerce because of security concerns, and security has become the biggest obstacle in the development of e-commerce.
In fact, the security of e-commerce is also a matter of integrity between people. It requires the joint cooperation and efforts of both parties to get acquainted with the reality of commercial trade.The future of e-commerce requires the cooperation of all netizens.
4. The management of e-commerce is not standardized
The variety of e-commerce has brought new business rules and methods to the world, which requires more standardization in management. The concept of management should cover business management, technology management, service management and other aspects. Therefore, it is not possible to achieve a more satisfactory degree of standardization in these aspects at the same time.In addition, it is also very important for e-commerce platforms to be consistent.The web platform at the front desk is directly oriented to consumers and is the facade of e-commerce.The internal operation and management system of the background is the necessary condition for completing e-commerce, which is related to whether the business undertaken by the front desk can be realized well in the end.A perfect background system can better reflect the comprehensive strength of an e-commerce company, because it will ultimately determine what kind of services are provided to users, whether the management of e-commerce is effective, and whether e-commerce companies can ultimately achieve profitability.
5. Tax issues
Tax (including tariff and tax) is an important financial source of a country.Because e-commerce transactions are conducted in the international information network environment without a fixed place, it is difficult for the country to control and collect e-commerce taxes.
6. Standard questions
Different countries have different national conditions. Of course, there are also some differences in the way and means of e-commerce transactions. In addition, we have to face cross-border and global trade activities. Therefore, we need to establish relevant and unified international standards in e-commerce transactions to solve the interoperability problem of e-commerce activities.Electronic business presents a discrete, disordered and partial state.
7. Distribution problems
Distribution is a vexing problem for both businesses and consumers.Online consumers often encounter the phenomenon of delivery delay, and the cost of distribution is very high.The insiders pointed out that there is a lack of systematic, professional and national goods distribution enterprises in China, and the distribution sales organization has not formed a set of efficient and complete distribution management system, which undoubtedly affects people's shopping enthusiasm.
8. Intellectual property issues
Among the legal problems caused by e-commerce, the protection of intellectual property rights is the first to bear the brunt.Because the computer network carries digital information, the problem of copyright protection is particularly prominent in the field of intellectual property rights (patents, trademarks, copyrights, trade secrets, etc.).
9. Legal Issues of Electronic Contract
In e-commerce, the written contract adopted in traditional business transactions is no longer applicable.On the one hand, electronic contracts are easy to fabricate and difficult to prove their authenticity and effectiveness;On the other hand, the existing laws have not yet regulated the legal effect of digital seals and signatures of electronic contracts.
10. Identification of electronic evidence
The information in the information network is unstable or changeable, which makes it very difficult to lock the evidence of infringement or obtain the evidence of infringement when the infringement occurs in the information network, and brings great obstacles to the settlement of infringement disputes.How to ensure the stability, authenticity and effectiveness of information in the network environment is an important factor to effectively resolve infringement disputes in e-commerce.
11. Other details
Finally, there are some non-standard details. The regional differences of online store services are large;There is a big problem with online shopping invoices;The response speed of online stores to orders is uneven;The laws on electronic commerce have not clearly and carefully stipulated the rights and obligations of all parties involved in transactions.
Main categories
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1. B2C platform
Although the data shows that the growth rate of traffic will slow down in 2013, it still cannot resist the continuous development of B2C.B2C platform is still the first target for many enterprises to choose online sales platform. When funds are available, Tmall, JD, and Yihaodian will not give up the platform that can enter. After all, different entrance audiences are different, and user scale is the first.
2. Independent Mall
The independent mall is to build an independent online store with top-level domain names by virtue of the mall system.The benefits of opening an independent online store are: top-level domain namePrivate brandEnterprise image, cost saving, independent management, and free from restrictions.
3. C2C platform
C2C was very popular in the past few years, but by 2013, the trend had declined.If you are an individual, you can try Taobao and Paipai. It is better for enterprises not to go through this muddy water.After Tmall became independent, the gap has gradually opened, and B2C will continue to be brilliant.
4. CPS platform
The reason why CPS mode has become the mainstream promotion mode is that it has zero risk. It is very likely that advertising costs a lot, resulting in a very low conversion rate. Bidding and direct train may not generate orders, but CPS will generate commissions only when sales are generated, and the ROI is high.
5. O2O platform
O2O platform is still favored by many users due to its high cost performance ratio.Of course, we do not exclude other O2O online sales platforms and models, and we look forward to new surprises in 2013.
6. Bank online shopping mall
In the early days, many banks set up online shopping malls for installment payment of credit card users.With the popularization of e-commerce, the enhancement of user demand, and the improvement of technical means, online shopping malls of banks have gradually matured.The bank online store provides users with a full range of services, including point swap, installment payment, etc., as well as payment, financing, guarantee, etc. The most significant thing is that it provides many merchants with platforms and opportunities to display and sell products.If this platform is operated well, it will bring great achievements.
7. Operator platform
China Mobile、China UnicomChina Telecom. At this stage, each operator has its own mall platform.Due to the hard requirements of communication services, the users of operator platforms always have a certain dependence and stickiness, so it is of great strategic significance to seize these platforms in advance, which is exactly the reason why we are racing to win.
8. Third party e-commerce
The essence of B2T2B mode (Business to Third Party To Business) is that SMEs rely on public platforms provided by third parties to carry out e-commerce (such as Alibaba, Global Resources, and Directindustry).The real e-commerce should be a professional third-party service platform with strong service functions and "commonality" and "fairness".The three core processes of information flow, capital flow and logistics can work well.The goal of the platform is to build an efficient information exchange platform for enterprises and create a good business credit environment.
major function
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E-commerce can provide online transaction and management and other services throughout the process, so it has various functions such as advertising, online exhibition, virtual exhibition, consultation and negotiation, online ordering, online payment, electronic account, service delivery, consultation, transaction management and so on.
Cooperation information
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advertising
E-commerce can broadcast all kinds of business information on the Internet by virtue of the enterprise's Web server and customers' browsing.Customers can quickly find the product information they need with the help of online search tools, while businesses can use the HomePage and E-mail to advertise around the world.Compared with all kinds of advertisements in the past, online advertisements have the lowest cost and the most abundant information for customers.
Consultation and negotiation
E-commerce can use non real-time e-mail, newsgroup and real-time chat to understand market and commodity information and negotiate transaction affairs. If there is further demand, online Whiteboard Conference can also be used to exchange real-time graphic information.Online consultation and negotiation can go beyond the limit of face-to-face negotiation and provide a variety of convenient forms of long-distance conversation.
Order online
Electronic commerce can realize online ordering by means of interactive mail transmission in the Web.Online ordering usually provides very friendly ordering prompt information and interactive ordering format box on the product introduction page.When the customer completes the purchase order, the system will usually reply to the confirmation information order to ensure the receipt of the order information.The ordering information can also be encrypted so that the business information of customers and merchants will not be disclosed.
Online payment
In order to make e-commerce a complete process, online payment is an important link. Customers and businesses can use credit card accounts for payment. Direct online electronic payment will save many people's expenses in transactions.Online payment will require more reliable information transmission security control to prevent illegal acts such as deception, eavesdropping, and fraudulent use.
Electronic account
Online payment must be supported by electronic finance, that is, banks, credit card companies, insurance companies and other financial units must provide online operation services for financial services.And electronic account management is its basic component.
Service delivery
Customers who have paid for the goods shall deliver the goods they ordered to them as soon as possible.While some goods are in the local area and some goods are in other places, e-mail will be able to deploy logistics in the network, and the goods most suitable for direct transmission online are information products.
Consultation
E-Commerce can easily collect users' feedback on sales services by using the "Select", "Fill in the blank" and other format files on the web page.In this way, the market operation of enterprises can form a closed loop.Customer feedback can not only improve the level of after-sales service, but also provide enterprises with business opportunities to improve products and find markets.
Transaction management
The management of the whole transaction will involve the coordination and management of human, financial and material aspects, enterprises and enterprises, enterprises and customers, and enterprises.Therefore, transaction management involves the whole process of business activities.
Promotion mode
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1、 Website promotion: The website is the most important network platform of the company. All information is publicized through the website. The website is the most important image of the enterprise on the network.The most important of these is the official website of the enterprise.
2、 Microblog promotion: If enterprises in the information age want to develop in the long run, they must adapt to this information society and make themselves invincible among the world's enterprises with the help of information exchange tools.In the 21st century, if you ask what is the most popular thing in the world today, all the answers will be directed at microblogging.
3、 Promotion of industry forums: regularly visit various industry forums.The mode of top post, post and comment is similar to that of microblog promotion.The purpose is to quickly gain popularity in the industry and let everyone remember the company's name.
4、 Promotion of word-of-mouth website platform: the company's word-of-mouth and stores can be publicized through some comment websites.
5、 Water army, online hype: any enterprise that wants to quickly gain the user's attention can not do without online hype.There is basically no risk in this kind of water army hype.The hype of large-scale focus events needs a period of time to plan.The plan of making the future bigger is not considered in the early stage.
6、 Other value-added promotion: This kind of promotion requires advertising on industry media and other commonly used network platforms of the public.
Development trend
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1、 E-commerce application shows a high popularity and normalization trend
2、 Enterprise e-commerce application presents the trend of full process of industrial chain and supply chain
3、 Mobile e-commerce becomes a new driving force for e-commerce development
4、 The original "oligopoly" pattern is gradually replaced by the "diversified" competitive market
5、 B2C replacing C2C is the inevitable trend of future online shopping development
6、 E-commerce platform and search engine platform are in the trend of integration
7、 The security, integrity and legislation of e-commerce are gradually improved
8、 The local e-commerce camp is gradually rising, and the national e-commerce industry has a long way to go
9、 Acceleration of third-party electronic payment industry and e-commerce platform application
10、 Online e-commerce platform and offline entity platform show a trend of integration
According to the data provided by the National Bureau of Statistics of China, in 2015, the national online retail sales reached 3877.3 billion yuan, an increase of 33.3% over the previous year.Ali accounts for 76.1%, and JD accounts for 11.9%.On March 4, 2016, Forrester, a well-known American research company, released the Asia Pacific e-commerceData reportIt was pointed out that in 2015, the scale of China's e-commerce market officially surpassed that of the United States, becoming the world's largest e-commerce market.[1]
In 2021, China's online retail market will maintain a steady growth and become an important force to stabilize growth, ensure employment and promote consumption, making positive contributions to promoting the construction of a new development pattern.According to the data of the National Bureau of Statistics, in 2021, the national online retail sales will reach 13.1 trillion yuan, an increase of 14.1% year on year, 3.2 percentage points faster than the previous year.Among them, the online retail sales of physical goods reached 10.8 trillion yuan, exceeding 10 trillion yuan for the first time, with a year-on-year growth of 12.0%, accounting for 24.5% of the total retail sales of consumer goods, and contributing 23.6% to the growth of total retail sales of consumer goods.[4]
Considerations
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Factor 1
Want to join the idealB2B websiteFirst of all, consider the traffic and information volume of these websites.The larger the traffic, the higher the probability of being exposed, the greater the amount of information, and the more opportunities to be searched by Google, etc., but it cannot be a simple accumulation of information, but needs to have real information and reliable information.
Factor 2
Enterprises should not blindly pursue popularity and fame, but need to comprehensively consider the cost performance of a large B TO B e-commerce website.For example, enterprises should consider how much business can be brought by joining the e-commerce website, how many target customers will pay attention to it, and how much time will be needed to get results, how much feedback, how many consultation calls, and how much the cost will be. What enterprises should also consider is how much the website will promote the enterprise itself. Although Alibaba is very famous and has joined many enterprises,It is because there are too many enterprises joined, and your enterprise is rarely recommended, so many enterprises can not find your products, and the enterprise has not produced much effect.Therefore, when enterprises join large comprehensive B TO B e-commerce websites, they must consider how many recommendations the websites give to enterprises.
Factor 3
Whether the cost is reasonable or not, we know that many BTOB websites are well-known.At the same time, its cost is also expensive. When we want to buy a piece of clothing, we should consider the cost performance ratio of the overall clothing rather than just pursuing a reputation. Therefore, from the perspective of enterprises, increasing income and reducing expenditure is the most important business activity principle.
profit model
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Membership fee
To participate in e-commerce transactions through the third e-commerce platform, enterprises must register as members of B2B websites and pay a certain membership fee every year to enjoy the various services provided by the website. At present, membership fees have become the main source of income for Chinese B2B websites.
Advertising expenses
Online advertising is the main source of profit for portal websites, and it is alsoB2B e-commerce websiteThe main source of income.Alibaba website's advertising is charged according to its home page location and advertising type.ChemChinaThere are pop-up ads, floating ads, BANNER ads, text ads and other forms of expression for users to choose.However, the ranking rules of overseas platforms are more in line with the requirements of buyers.For example, EC21 adopts natural ranking. Members of the same level who update quickly will be ranked first, thus avoiding unnecessary expenses.Fees have also changed from the bundled package system of other websites to a simple membership system
Bidding ranking
In order to promote the sales of products, enterprises all hope to rank themselves first in the information search of B2B websites. On the basis of ensuring the accuracy of information, websites will adjust the ranking order according to the different fees paid by members.
Value added services
In addition to providing trade supply and demand information for enterprises, B2B websites usually provide some unique value-added services, including enterprise authentication, independent domain names, and industry data analysis reports,Search engine optimizationEtc.
Offline service
It mainly includes exhibitions, periodicals, seminars, etc.Through the exhibition, suppliers and purchasers communicate face to face, and the general SMEs prefer this way.Periodicals are mainly about industry information, and advertisements can also be embedded in them.
Business cooperation
Including advertising alliance, government, industry association cooperation, traditional media cooperation, etc.Advertising alliances are usuallyNetwork Advertising AllianceAmazon has achieved good results in this way, but in China, alliance marketing is still in its infancy, and most websites are still unfamiliar with alliance marketing.Several advertising alliances that are relatively mature in China include Baidu Alliance, Google Alliance, etc.
Pay For Performance
Different from the traditional annual payment model of membership package, the pay as you go model means that enterprises engaged in international trade pay according to the actual effect of overseas promotion, rather than according to the time, that is, the actual effective inquiries of overseas buyers.Whether the inquiry is effective or not, the initiative is in the hands of consumers, who decide whether to consume or not at their own discretion.Although the B2B market has a good momentum of development, the B2B market is still immature.This immaturity is manifested in the fact that many of the inherent trading advantages of B2B transactions, such as online price negotiation and online collaboration, have not been fully utilized.Therefore, the traditional annual charging model is increasingly impacted by the inquiry based payment platform represented by ECVV."Pay by inquiry" has four characteristics: zero down payment, zero risk;Initiative and consumption right;Free push, targeted at the wide range;Timely payment and great convenience.Without risking the risk of "investing tens of thousands of yuan, hundreds of thousands of yuan, and not getting back the cost for a year", enterprises can enjoy free global promotion with zero investment. After successfully obtaining effective inquiries, after identifying the authenticity and effectiveness of inquiries, they can obtain the opportunity to negotiate directly with overseas buyers by paying the price of a single inquiry online,The initiative is entirely in the hands of the supplier.
Payment scheme
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At present, the actual payment methods used in e-commerce transactions are mainly as follows:
1. On site transaction
On site transaction refers to the buyer's door-to-door delivery and on-site payment.
2. Cash on delivery
It is a settlement method in which the merchants generally entrust the cooperative third-party logistics express company to deliver the goods to the designated delivery place within the promised delivery time according to the content of the order submitted, and both parties accept the goods at that time and pay the payment for the goods at that time.This method is generally applicable to large businesses.At present, small and medium-sized businesses can also implement cash on delivery after establishing cooperative relations with express companies, but the applicable area of cash on delivery is usually the business area of cooperative express companies.
3. Post office remittance
Fill in the remittance slip at each postal savings outlet of China Post, remit the amount to the merchant's account according to the options, or mail the remittance slip to the merchant, and the merchant will go to the postal savings outlet to handle the collection procedures according to the remittance slip.
4. Bank remittance
Merchants usually open accounts in some banks. Buyers choose a convenient bank nearby, go to the bank counter to fill in the deposit slip, and the funds are paid to the merchant account.After remittance, you need to contact the merchant for confirmation in time.
5. Check payment
In general, bank remittance is selected as the payment method for cheque settlement, and the cheque shall be sent (mailed) to the merchant as soon as possible.After the check is recorded, the merchant can arrange shipment.
6. Online banking payment
The merchant will open online payment at the bank where the account is opened. The buyer needs some types of bank cards from the corresponding bank to open online banking payment function for payment.
7. Payment by third-party online payment platform
Use the third-party online payment platform to pay.The merchant opens an account on the third-party payment platform, and the buyer chooses a certain payment method provided by the third-party payment platform for payment.The biggest advantage of this payment method is that it supports many payment methods and banks, including almost all major domestic banks, and even supports foreign credit card payments.It includes online banking payment, SMS payment, telephone language payment and other methods supported by banks.It can also be combined with the credit mechanism of third-party payment platforms such as Alipay to notify the third-party payment platform to transfer funds to the merchant account after the buyer successfully receives the goods, which increases the security of the transaction.
8. Advance payment
Through the above various payment methods, more funds will be paid to the merchant at one time, deposited into the buyer's registered account in the merchant, and paid through the account prepayment.[2]
network marketing
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E-commerce and online marketing are a pair of closely related concepts with obvious differences. It is easy to confuse the two concepts for those who first set foot in the field of online marketing.For example, enterprises that build an ordinary website think it is to carry out e-commerce, or call online sales of goods online marketing, which is not accurate.
The differences between the two are mainly reflected in the following two aspects:
(1) The research scope of online marketing and e-commerce is different.
E-commerce has a wide connotation. Its core is electronic transaction. E-commerce emphasizes all aspects of transaction mode and process, while online marketing focuses on marketing activities with the Internet as the main means.The relationship between online marketing and e-commerce also shows that online payment in the process of electronic transactions and commodity distribution after transactions are not the contents of online marketing. Similarly, security and legal issues involved in the e-commerce system are not suitable for all to be included in online marketing.
(2) The focus of online marketing and e-commerce is different.
The focus of online marketing is the publicity and promotion in the pre transaction stage. One of the signs of e-commerce is the realization of electronic transactions.The definition of online marketing has shown that online marketing is an integral part of an enterprise's overall marketing strategy. It can be seen that whether traditional enterprises or enterprises conducting business based on the Internet, and whether electronic transactions occur, online marketing is required. However, online marketing itself is not a complete business transaction process, but rather to provide support for facilitating transactions,Therefore, it is an important link in e-commerce, especially before the transaction, online marketing plays a major role in information transmission.
Legal constraints
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On August 31, 2018, the Standing Committee of the National People's Congress voted to pass the E-commerce Law, which clearly stipulates that for goods or services related to the life and health of consumers, e-commerce platform operators who fail to fulfill their obligations to review the qualifications of operators on the platform, or fail to fulfill their obligations to ensure the safety of consumers, causing damage to consumers, shall bear corresponding responsibilities according to law.If the operator of the e-commerce platform fails to take necessary measures against the operator of the platform who infringes on the legitimate rights and interests of consumers, or fails to fulfill the obligation of qualification review for the operator of the platform, or fails to fulfill the obligation of safety guarantee for consumers, the market supervision and administration department shall order correction within a time limit and may impose a fine of not less than 50000 yuan but not more than 500000 yuan;If the circumstances are serious, it shall be ordered to suspend business for rectification and shall be fined not less than 500000 yuan but not more than 2 million yuan.[3]
