With the rapid development of the Internet, e-commerce has attracted more and more attention. The so-called e-commerce refers to the use of electronic means for business activities and transactions. Its application areas fall into three categories: the former category is international e-commerce, which is applied to international trade. The second category is business-to-business transactions, such as signing online. The third category is transactions between consumers and businesses, such as online shopping. It enables many users with only basic computer knowledge to trade online easily and at low cost. E-commerce has changed the traditional way of trading and has had a profound impact on business operations.
I. Impact on the organizational structure of enterprises The development of information technology has changed people's traditional concept of time and space. The earth has become smaller and smaller, and the distance between people is getting closer. Whether it is a Chinese company or a foreign company, the connection between enterprises has become more convenient. For example, video conferencing allows participants from different countries and regions to gather together to study issues of common concern. This eliminates the need to hand over these related businesses to a company as in the past, but entrusts the relevant companies to separate them according to the content of the business to improve efficiency. At the same time, in the past, things done by many people, after using the Internet, can be greatly reduced. It can be seen that compared with powerful large enterprises, small and professional companies are more competitive. The organizational structure of large enterprises will be affected, and the internal structure of enterprises and departments will have to change. For example, Internet-based e-commerce affects the vertical organizational structure of an enterprise by reducing communication costs. In the traditional organizational structure, the middle-level managers play an important role in giving up the situation and presenting the situation. Now the network can assume this role. In order to improve efficiency, companies must adapt to this change and adopt a new organizational restructuring, which will be redesigned for organizational management.
Second, the impact on corporate marketing strategy E-commerce shortens the distance between the manufacturer and the end user in the supply chain, while changing the structure of the traditional market, reducing sales and market costs. The promotion channels in traditional marketing methods will change. The previous method of batching and zeroing will be replaced by the network, and the transaction will be carried out directly from the network. The corresponding traditional personnel sales also lost the market, and the advertising propaganda should also adapt to the needs of the new media. The selection and positioning of the target market will depend on the information of the network participants. The full use of the network by enterprises will create new sales opportunities.
After the enterprise is online, it is natural to introduce its own business to the world through a Web site. What's more, you can grasp who is listening to the company's Web site. Not only can you use a Web site to record how many people have entered the site, but you can also know where they are coming from, at least to see which company they work for or in which country they live (because most Internet service providers will be corporate accounts) Provide login data). Under the traditional marketing method, it is impossible to master the above data. For example, advertising in newspapers can send thousands of users, but there is no way to know who is watching these ads.
Third, the impact on the company's competitive mechanism First, changed the way companies compete. E-commerce has changed the cost structure between upstream and downstream enterprises, which has enabled upstream companies or downstream enterprises to change the opportunity cost of supply and marketing contracts, thus further strengthening the strategic alliance between upstream and downstream enterprises. This not only provides consumers and businesses with more opportunities to choose consumption and develop sales markets, but also provides a more intimate information exchange place, thus improving the ability of enterprises to grasp the market and consumers to understand the market. It enables enterprises to quickly understand consumer preferences and buying habits, and at the same time, can reflect the needs of consumers to the decision-making level in a timely manner, thereby promoting the research and development activities of enterprises in response to consumer needs. Expanded the competitive field of the company.
Second, it changed the foundation of corporate competition. The more significant role of e-commerce in changing the competitive base of enterprises lies in transaction costs. E-commerce has the characteristics of high one-time investment and low cost, making it easier for companies with large transaction volume, large wholesale volume or large number of users to obtain revenue. At the same time, the foundation of the scale of the company affects competitiveness has changed.
Second, change the competitive mode of corporate image. E-commerce provides enterprises with a virtual space that can fully expand the variety and quantity of their products and services, which can enhance corporate reputation and business reputation. According to online shopping, online companies can offer customers a full range of products, discounts and flexible conditions, reliable security and a friendly interface. Online shoppers are not necessarily not buying brands on the purchase. Therefore, companies without brands can achieve a new competition with brand companies. The image of an e-commerce company can be re-established. Since the beginning of this century, many multinational companies have set up the heads of this market. They will focus on improving the image of the company and promoting the corporate brand through new media. E-commerce makes companies' long-term advertising costs on the Internet lower than other media, but its current influence is difficult to compete with newspapers, television and other media. As e-commerce activities continue to expand, the advertising effect will continue to increase.
Fourth, the impact on reducing the cost of the purchase of the company To reduce the cost of incoming goods, the company must develop relations with major manufacturers in order to obtain discounts and more closely integrate into the processing. After the application of e-commerce, the company has begun to reduce labor and other costs through the network in the process of purchasing goods. Automated purchase procedures allow staff responsible for incoming goods to spend more time negotiating for more cost-effective prices. According to experts, in terms of purchase cost, companies using EDI can generally save 5% to 10% of the cost, and the Internet can further reduce costs. The Internet allows companies to trade electronically with new vendors, as well as with small and medium-sized businesses that previously used fax and telephone.
V. Impact on reducing the inventory of the company The greater the inventory of the company, the higher the operating cost and the lower the profit. Too much inventory does not guarantee better sales. Proper management of inventory can provide better service to customers and reduce operating costs for the company. Accelerating inventory verification frequency will reduce inventory-related interest expenses and storage costs. Reducing inventory means that existing production and processing capabilities can be more effectively achieved. More efficient production can reduce or eliminate additional investment in businesses and equipment. E-commerce is used between processing plants, marketing departments and procurement departments, enabling companies to respond quickly to the market, reducing the inventory of products, and making adjustments in the event of problems. If the demand suddenly increases, or if a processing company can't complete the task on time, you can get to know the situation in time through e-commerce and increase production in another company.
6. Impact on shortening the production cycle of a company The production cycle refers to the time it takes to produce a product. There is a fixed cost in the production of any product, including equipment depreciation, building usage, management and supervision. If the production time of a product is reduced from 30 days to 20 days, the cost per product is also significantly reduced. The use of e-commerce can shorten production time and produce more products at the same cost. The technical department can share product standards, specifications and drawings through the value-added network to improve the speed of product design and development. This can be achieved by expanding the scope of the company's electronic contacts, or by working with projects from different research groups and companies.
VII. Impact on Increasing Corporate Foreign Trade Opportunities E-commerce has changed the market access conditions in the past, enabling small and medium-sized manufacturers to obtain more profits from markets that were originally dominated or almost monopolized by large manufacturers. Small companies can also exert a lot of power and can easily compete with large companies in global markets, thus gaining many opportunities for foreign trade.
In short, the competition of traditional enterprises only needs to be good for their products and their services are good, they can occupy the market. With the popularity and deepening of e-commerce, the variability and diversity of market demands require higher and stricter requirements for production, organization, design, and crafts. The speed is getting faster and faster, and the trade is becoming more and more "transparent". The traditional way will face a crisis of survival. Enterprises need to develop together with other companies in this environment. There is competition and cooperation. This includes consensus on the future. Organize alliances, negotiate transactions, and handle complex relationships. It can be said that e-commerce makes the business management system change.