中小企业电子商务运营策略

1、中小企业电子商务运营策略中小企业电子商务运营策略【摘要】中小企业是我国经济的基础和社会经济中最活跃的部分，是社会发展和稳定的重要因素。电子商务，作为新经济时代下的产物，已经成为众多企业关注和利用的焦点。电子商务的发展更是为中小企业与大企业的竞争提供了很好的平台。该文主要是通过电子商务的几个例子，从而探讨出电子商务在中小企业中的运营策略。【关键词】电子商务 中小企业 运营策略【正文】一 电子商务简介电子商务通常是指在全球各地广泛的商业贸易活动中，在因特网开放的网络环境下，基于浏览器/服务器应用方式，买卖双方不谋面地进行各种商贸活动，实现消费者的网上购物、商户之间的网上交易和在线电子支付以及各种商

2、务活动、交易活动、金融活动和相关的综合服务活动的一种新型的商业运营模式。二 企业电子商务战略规划过程企业电子商务战略规划就是帮助企业实现已有的经营战略和竞争战略或形成新的角度出发，寻找到电子商务的关键应用领域，确定合理应用模式，以实现企业经营战略目标的过程。及起作用是实现企业目标，抓住机会找出新的经营和竞争战略，从而进一步增加企业的竞争力。 企业战略层次图企业内环境图三 波特五力模型在电子商务环境下的应用（1）新进入者的威胁在电子商务环境下，消费者通过强大的网上搜索引擎，在更广泛的区域找到能满足自己个性化需求的商品，因此企业通过规模优势建立进入壁垒的能力削弱。一个有效的电子商务体系是一个需要投

3、入大量的人力、物力、财力并需要长期维护的复杂体系，这些投入在不同程度上增加了竞争者的进入难度。电子商务为新进入者获得分销渠道创造了有利的机会。（2）同业竞争者的竞争电子商务的出现打破了时间和空间的限制，使企业面对的竞争者不再局限在特定的区域，而是来自世界任何地方。买者对品牌的忠臣度降低，同时对商品性能的要求提高，使性价比差的企业很难获得订单。（3）替代品的威胁由于电子商务网络信息的广泛运用，客户可以很容易的搜索到有一定功能、价格、服务自己所需的商品，从而使替代品的替代能力增强。（4）购买者的议价能力随着网络信息的全面、快速化，在电子商务时代，买方的议价能力得到了加强。（5）供应商的议价能力在电

4、子商务环境下，企业相对于自己的供应商在议价方面的能力增强。由波特五力分析可得：电子商务远远超过了传统的经营模式，但也由于电子商务无时间和空间的限制使得企业的竞争更加的剧烈，所以企业要想能很好的发展，就需要有适合自己的运营策略和企业战略。四 举例说明电子商务在我国B2B/B2C的发展运营l 联想电子商务联想成立于1984年，是一家以研究、开发、生产和销售自有品牌的计算机系统及其相关产品为主，在信息产业领域内多元化发展的企业。在技术竞争剧烈的今天，联想提出了“打破应用瓶颈，促进信息产业发展”的口号。联想从产品领域进入信息服务领域的两条主要道路：一是以信息服务业务支持原有产品业务扩大市场和盈利，以产

5、品的盈利再支持信息服务业务的长远发展，双方形成互补；二是以合作方式为主线进入ICP、ISP、ASP等类信息服务领域，以联想在信息产业内现有的优势，吸引在信息服务领域具有突出优势的企业，互相结盟，以求更大的发展。上海、广州、成都、沈阳、南京、西安、武汉、济南、深圳、香港联想集团有限公司联想神州数码有限公司联想电脑公司联想神州数码科技发展公司联想神州数码集成系统公司联想网络有限公司中关村电脑科技发展有限公司总部系统运作中心电子商务研究院职能部门联想Call Center系统架构联想能迅猛发展是因为他们有自己的战略和运营策略，如从产品业务发展到信息服务业务的两点战略上面已经说过，还有就是坚持一分为二

6、促发展的策略。l 中小银行在电子商务运营的策略 银行管理层和决策层要密切跟踪网络技术和电子商务的发展动向，在企业文化中不断灌输全球化、协作化和个性化等全新经营管理理念，确定网络创新的意识，并在整个银行内部形成一种鼓励创新的氛围。 把握市场和客户的现实及潜在需求，明确定位自己的客户群体、业务领域和经营模式，同时要找出新经营模式下的竞争对手和合作伙伴。 在资源配置方面，在加大科技的资金和物质投入的同时，充分重视智力资本的挖掘与培育，真正坚持“以人为本”的经营理念。 建立一些科学有效的创新机制。 积极创新业务体系，完善服务方式，丰富服务品种，提供“金融超市”式的服务。 确立“客户中心主义”的市场化经

7、营模式，真正做到客户至上。 调整管理和组织架构，把传统营销渠道和网络营销渠道紧密结合起来，加强“多渠道”管理。 加强各业务部门的合作，重视与IT企业及其他行业的联盟。l 当当旧书网1）网上销售的流程上网网页浏览选择商品订货付款消费者送货收款确认经营者2）网上书店运营策略 高质量的综合书目数据库和检索系统。 灵活多样的订购方式。 快捷的配送服务。 搞好售后服务。 优惠的价格折扣。五 中小企业的运营策略和网络营销策略相对于实力雄厚的大企业，中小企业受资金、人力等因素的限制，开拓海外市场的难度更大，许多中小企业虽有产品优势，但由于无力开拓市场，只能维持小规模经营。电子商务为中小企业的发展创造了条件，

8、中小企业通过互联网不仅可以及时了解世界范围内市场需求，而且自己的产品可以直接进入国际市场，促进和其他企业的合作，增强自己的竞争力。1） 运营策略 转变观念，改变认识中的误区，积极主动开展电子贸易 努力创建起一整套管理机构，实现规范化管理 加强电子商务专业人才的培养 加强电子商务技术的运用 结合自身条件增加信息化建设的资源投入 以客户为中心，提供优质服务系统，建立忠实的客户群 充分利用政府机构，行业协会等网站的网络资源和服务2） 网络营销策略 让客户关注并对你产生兴趣（创新） 让客户第一时间找到你（搜索引擎） 让客户对产品产生偏好（品牌、口碑、服务） 让客户快速下单购买（电子商务操作便利、安全）

9、 从客户体验开始新一轮营销（BBS、博客、QQ）六 结束语中小企业开展电子商务应从简易作起，根据企业自身水平与需要，特别是商务的需要，选择实施电子商务的模式，从电子采购、网上营销开始起步做电子商务是一条可行的道路。对于中小企业应向大中型企业学习他们先进的电子商务运营策略，让自己也一步步从中小型向大中型转变，并应当充分认识发展电子商务的意义，积极采用先进的信息技术手段，发展电子商务，参与新世纪的国内、国际贸易，在全球经济一体化的市场竞争中立于不败之地。七 参考文献电子商务（美）加里P施耐德（Gary Schneider）著 成栋 译电子商务管理课文和案例 北京大学出版社 美萨蒂善 克雷西纳 著

10、E-Commerce management Text and Cases电子商务战略（E-Commerce Strategy）电子工业出版社 刘红路 常丹等著电子商务管理新视角 电子工业出版社网络营销的6个关键策略 （6 key strategies of network marketing） 中国物资出版社 管永胜 编著 电子商务案例分析（Analysis of E-Commerce Cases）覃征 刘晓艳 等编著 西安交通大学出版社Small and medium-sized enterprise electronic commerce operation strategy【 abstr

11、act 】 small and medium-sized enterprise is the foundation of our country economy and social economy's most active part, is the social development and stability of the important factors. The electronic commerce, as the product of new economy times, many enterprises has become the focus of attenti

12、on and use. Electronic commerce development but also for small and medium-sized enterprises and the big enterprise competition to provide a good platform. This paper mainly through the electronic commerce few examples, so as to explore the electronic commerce in the small and medium-sized enterprise

13、 operation strategy.【 key words 】 e-commerce small and medium-sized enterprise operation strategy【text】一 A brief introduction of electronic commerceElectronic commerce is usually refers to the world in the commercial trade activity widely, on the Internet, open network environment, based on the brow

14、ser/server application forms, both parties, not to all kinds of business activities met, realize the online shopping, merchants consumers between online trading and online electronic payment and various business activities, trading activities, financial activities and related comprehensive service a

15、ctivities, a new type of business operation mode.二 the enterprise electronic commerce strategy planning processThe enterprise electronic commerce strategy planning is to help enterprises to realize already some business strategy and competition strategy or form a new Angle, looking for the key to e-

16、commerce applications, determine the reasonable application of the model, in order to achieve the strategic goals of the business process. And work is to realize the goal of enterprise, took the opportunity to find out the new management and competition strategy, so as to further increase the compet

17、ition ability of the enterprise.三 Potter five competitive forces model in the application of electronic commerce environment(1) the new entrants to the threat in the electronic commerce environment, consumers through the powerful online search engine, in the broader regional find to meet all their p

18、ersonalized needs goods, so enterprise through the size advantage set up to the barriers weakened ability. a valid electronic commerce system is a requires a lot of human, material and financial resources and require long-term maintenance of complex system, these investment in different degree of di

19、fficulty to increase the competitors. Electronic commerce for new entrants distribution channels for created favorable opportunity.(2) competitors competition the emergence of electronic business broke the space and time limit, causes the enterprise to face competitors no longer restricted in certai

20、n areas, but from anywhere in the world. the buyer of the loss of the loyal to the brand, and at the same time to the commodity of performance requirements raised and ratio of the enterprise can be difficult to obtain order difference.(3) the threat of alternativesBecause of the electronic commerce

21、network information widely used, customers can easily search to have a certain function, price, and service goods that he needs, so that the substitute substitution ability enhancement.(4) the buyer's bargaining powerAs the network information comprehensive, quickly, in the era of e-commerce, th

22、e buyer's bargaining power have been strengthened.(5) supplier bargaining powerIn the electronic commerce environment, relative to their suppliers enterprise in bargaining ability enhancement.The potter five competitive forces may have the analysis: electronic commerce far more than the traditio

23、nal management pattern, but also because of the electronic commerce is limited by time and space makes the enterprise competition more intense, so enterprises want to can very good development, has to be suitable for their operation strategies and enterprise strategy.四 For example the electronic com

24、merce in our country B2B/B2C development operationsl L lenovo e-commerceAssociation was established in 1984, is specialized in research, development, production and sales of their own brand of the computer system and related products, in the information industry in the fields of the diversity of the

25、 enterprise. In the technology of the competitive today, lenovo puts forward "to break the bottleneck, and promote the application information industry development" slogan. Lenovo from products field into information service areas of two main roads: one is the information service business

26、support the original products business expand the market and profits, products of the earnings of the information service of the business to support the long-term development, both parties formed complementary; The second is the main line of cooperative way into the ICP, ISP, ASP and other informati

27、on service area, taking in the information industry associations within the existing advantage, attract in the information service area is of the advantages of the outstanding enterprise, allied with each other, for the greater development.Lenovo rapid development because they have their own strateg

28、ic and operational strategies, such as from product development business to business information service of the two points above strategy has said, and is to stick to promote development in two of the strategy.l L small and medium-sized Banks in the electronic commerce operation strategy(1) the bank

29、 management and decision-making will closely track network technology and electronic commerce development trend, in the enterprise culture into globalization, XieZuoHua constantly and personalized and other new management idea, determine the innovation consciousness, and in the whole banking interna

30、l form a kind of encouraging innovation atmosphere.(2) hold the market and customer reality and potential requirements, clearly positioning his client group, operations and business model, and to find out new business models under the competitors and the partner.(3) in the allocation of resources, i

31、n increasing science and technology of the capital and material input at the same time, pay full attention to intellectual capital mining and cultivating the, the real adhere to the "people-oriented" management idea.(4) establishing some scientific and effective innovation mechanism.(5) po

32、sitive innovation business system, improve the service mode, rich variety services, offer "financial supermarket" type of service.（6）establish "customer center socialism" in the market operation pattern, accomplish truly customer first.（7）adjusted management and organizational st

33、ructure, the traditional marketing channel and the network marketing channels in close integration with, strengthen "multi-channel" management.（8) strengthen the business co-operation, attention and IT enterprise and other industry alliance.五 The small and medium-sized enterprises operatin

34、g strategy and marketing strategyRelative to the strength of the big enterprise, and small and medium-sized enterprises subject to capital, human factors, such as restrictions, the overseas market more difficult, many small and medium-sized enterprise though product advantage, but because unable to

35、expand the market, only for small business. Electronic commerce development of small and medium businesses to create the conditions, and small and medium-sized enterprise through the Internet can not only informed of the worldwide market demand, and their products can directly enter into internation

36、al market, promote and other enterprise cooperation, enhance their competitiveness.1) operation strategychange the idea, and know the erroneous zones change, active in developing electronic trade a set of management agency efforts to construct, the standardization management strengthen the electroni

37、c business professional personnel training strengthen the use of electronic commerce technology increase with your own conditions of informatization construction in resourcesTake the customer as the center, provides the high-quality service system, and building a loyal customer base make full use of government agencies, industry associations, and other web site network resources and services2) network marketing strategy let customer care and have the interest (innovation) let the customer the first time find you (search engine