Challenge of e-commerce enterprise management to traditional management theory and its countermeasures. Ask the master for help.

Modern enterprise management has moved from simple to complex, which can be said to keep pace with the times. The original intention of management is to make full use of limited resources. Now, we have entered an era of fierce competition, and the operation modes of "informatization", "networking", "virtualization" and "globalization" have caused great impact on the survival of enterprises. Thousands of enterprises are born every day, and thousands of enterprises are annihilated. In such an information explosion and multi-dimensional space-time competitive environment, how to integrate the resource advantages of enterprises, maintain the youthful vitality of enterprises, leap onto a new and higher competitive platform, and make enterprises develop continuously, become bigger and stronger is a challenge we face.

For modern management science, the past 20th century was a century from naivety to maturity. Although some scholars still deny the existence of independent "management" today, they cannot deny the significance of the development of management theory and practice to human civilization and social progress in the 20th century. In the new century, management will face greater challenges and will certainly have greater development. How to adapt to the development trend of enterprise management and meet the challenges of the new century is a major issue facing Chinese enterprises and management theorists.

With the development of modern information technology, the application field of computers has expanded to all aspects of human social activities such as politics, economy, culture, military affairs, science and technology. As the arrival of the information society has had a great impact on the activities of human society, enterprise management, as an important and basic economic activity of human society, will naturally face great changes.

At the beginning of the 20th century, the focus of enterprise management was inside the enterprise. Therefore, reducing expenses, reducing costs, improving quality and increasing output have always been the main concerns of managers. In the late 20th century, products became increasingly abundant and competition became increasingly fierce. Whether the products produced by enterprises can be sold has become the main problem of enterprise management, and the position of marketing has become increasingly prominent. However, this change still takes tangible assets as the management object. Therefore, the management of the purchase, storage and use of raw materials, the management of work in process, the management of finished products, the management of product sales, and the management of machinery and equipment have always been some of the main contents of enterprise management in the 20th century. However, with the progress of human society and the continuous development of science and technology, especially the rapid development of modern information technology, the economic growth of all countries in the world is increasingly dependent on the production and application of intangible assets such as knowledge, skills, human capital and information, which makes every country put accelerating scientific and technological progress, developing education, protecting intellectual property rights and strengthening the management of intangible assets in an important position in national economic development.

Generally speaking, science is a tool to understand the world, and technology is a means to transform the world. The appearance and development of computer technology has changed our world and is accelerating. Means serve the purpose, but sometimes it is impossible for people to conceive the purpose without corresponding means. For enterprise management means, it can be divided into manual means and computer technology means. With the comprehensive arrival of the information society in 2 1 century and the rapid development of computer technology, the management means of modern enterprises have been more computers. The wide application of computer means in modern enterprise management has innovated a lot of management methods, thus achieving the management goal that managers can't imagine without computers. Because the innovation of management methods in modern enterprises is almost always closely related to the use of computer management tools, and the relationship between them is so close that it is difficult for us to completely distinguish whether this innovation is a management method or a management technology or means. It can be predicted that with the continuous development of information technology, the innovation of management mode will be inseparable from computer technology. Because decision-making management plays an increasingly important role in enterprise management, and with the application of new science and technology in the production field, the production scale of enterprises continues to expand, and there are more and more factors affecting enterprise production. With the intensification of market competition, the business environment that affects the operation of enterprises is becoming more and more unpredictable, making decision-making more and more complicated and difficult. This puts forward higher requirements for decision-making management methods.

Under the background of globalization, marketization and informatization, on the one hand, the organizational environment presents a complex and changeable development trend, on the other hand, it also provides certain technical tools for organizations to cope with this trend. This makes the innovation of management organization show the development trend of pursuing networking, flattening and flexibility.

The emergence of e-commerce has injected new vitality and opportunities into the modern management of enterprises. As a product of high technology, it shows a different platform for enterprise management-

First of all, let's learn about e-commerce. What are its advantages? Can it bring us benefits and business opportunities?

The so-called e-commerce is to use computer technology, network technology and remote communication technology to realize the electronization, digitalization and networking of the whole business (buying and selling) process. People no longer face to face, look at the real thing and trade by paper documents (including cash). But through the network, through the online dazzling commodity information, perfect logistics distribution system and convenient and safe fund settlement system for trading (buying and selling).

The first stage is the information exchange stage: for merchants, this stage is the information release stage. The main thing is to choose your own excellent products, carefully organize your own product information, set up your own web page, and then join well-known websites with great fame, strong influence and high click-through rate to let as many people know about you as possible. For the buyer, this stage is the stage of searching for commodities and commodity information on the Internet. Mainly according to their own needs, find the information and goods they need online, and choose the merchants with good reputation, good service and low price.

The second stage is the stage of signing commodity contracts: as B2B (business-to-business), this stage is the process of signing contracts and completing the necessary commercial bill exchange. We should pay attention to the accuracy, reliability and invariance of data. As a B2C (business-to-individual customer), this stage is the order signing process to complete the shopping process. Customers should sign the goods you selected online, as well as their contact information, delivery methods and payment methods, and submit them to the merchants. After receiving the order, the merchant should send an email or telephone to verify the above contents.

The third stage is the stage of commodity handover and fund settlement according to the contract: this stage is the key stage of the whole commodity transaction, which not only involves the correct and safe receipt of funds on the Internet, but also involves the accurate and timely receipt of goods distribution. At this stage, the intervention of banks and distribution systems has higher requirements in technology, law and standards. The success of online trading is at this stage.

Characteristics of e-commerce development:

Broader environment: People are not limited by time, space and traditional shopping, and can conduct online transactions anytime and anywhere.

Broader market: The world on the Internet will become very small. A merchant can face consumers all over the world, and a consumer can shop in any merchant in the world.

Faster circulation and lower price: E-commerce reduces the intermediate links of commodity circulation and saves a lot of expenses, thus greatly reducing the cost of commodity circulation and transaction.

More in line with the requirements of the times: now people are increasingly pursuing fashion, paying attention to individuality and shopping environment, and online shopping can better reflect the personalized shopping process.

E-commerce not only affects the transaction process of all parties, but also changes the market structure and rules to some extent. Traditionally, the market transaction chain is formed in the exchange of goods, services and currency, and e-commerce strengthens the importance of information factors. So there are information goods, information services and electronic money. The essence of trade has not changed, but some links in the trade process have changed their forms accordingly because of the changes in the attached carriers. In this way, from the perspective of a single enterprise, some changes have taken place in the way of trade. From the perspective of the whole trade environment, some business opportunities have disappeared, while new business opportunities have emerged, some industries have declined, and some industries have risen, thus making the whole trade pattern take on a new look.

The pattern has changed, and the management system of the enterprise should be improved accordingly, otherwise the backward management mode may make you out.

Wine is not afraid of the deep alley? The emperor's daughter is not worried about marriage? It is said that when China Kweichow Moutai went abroad to participate in the exhibition, the judges didn't care about China's alcoholic products at all, even a little dismissive. One of the entourage used his quick wits: he pretended to accidentally knock over a bottle of Moutai, and the spilled wine was as clear as manna. Suddenly, the rich fragrance filled the whole hall, showing its unique flavor, which finally attracted the attention of the jury and won the Panama International Gold Award. The Moutai liquor industry, which won the gold medal, has been complacent in recent years, pretending to be a big brother and has never seen any advertisements. In recent years, I have also felt the invisible pressure in front of the market economy, gradually reduced the arrogance and showed myself in a timely manner.

So, what changes have taken place in modern e-commerce?

(1) E-commerce will change the way of business activities. The rapid development of e-commerce is bound to make new changes in the traditional forms of business activities. With the help of the Internet, the whole process from purchasing to commodity sales will be all electronic. The most typical scenes of traditional business activities are "salesmen flying all over the sky", "buyers running everywhere" and "running with their mouths broken"; Consumers are exhausted in the shopping mall looking for the goods they need. Now, through the Internet, people can enter online shopping malls to browse and buy various products, and they can also get online services. Merchants can contact customers online and use the network for payment and settlement services; The government can also conduct electronic bidding and government procurement conveniently.

(2) E-commerce will change people's consumption patterns. After entering the era of e-commerce, consumers' consumption behavior and demand will undergo fundamental changes, which are as follows: first, due to the significant expansion of the scope of choice, consumers can repeatedly compare from a large number of suppliers through the network in a short time to find the ideal supplier, instead of spending a lot of time and energy to "shop around" like now; Second, consumers' consumption behavior will become more rational, and they can compare the prices of goods carefully, so they will no longer be deceived because they don't understand the market; Third, consumer demand will become more diversified, personalized consumers can directly participate in production and commercial circulation, and actively express their desire for a product to merchants and manufacturers, and customized production will become more and more common.

(3) E-commerce will change the production mode of enterprises. The influence of e-commerce on enterprise production mode can be summarized as the following three aspects: First, the modernization of enterprise production process. The application of e-commerce in enterprise production can be based on management information system (MIS) and computer aided design and manufacturing (CAD/CAM) to establish computer integrated manufacturing system (GIMS). Based on the development of decision support system (DSS), planning and control can be realized from material resource planning (MRP) to manufacturing resource planning and enterprise resource planning (ERP) through man-machine dialogue. These new modes of production closely combine information technology and production technology, and promote the traditional mode of production.

The second is low inventory production. After the implementation of e-commerce, all production stages can be connected with each other through the network, and at the same time, the traditional linear serial production can be transformed into parallel production under the network economy, which not only reduces a lot of unnecessary waiting time, but also makes just-in-time system possible and minimizes inventory. IBM Personal Systems Group began to apply advanced e-commerce planning system from 1996. Through this system, manufacturers can produce accurately according to the needs of sellers, thus improving the inventory turnover rate, keeping the total inventory at a very low level, and thus minimizing the inventory cost.

The third is digital customized production. The development of e-commerce makes digital customized production not only necessary, but also possible. In the era of e-commerce, the needs of consumers are becoming more and more diversified and personalized. The thorough market segmentation makes enterprises have to carry out one-to-one "micro-marketing" according to the needs of each customer. Otherwise, if customers feel dissatisfied with the products provided by a company, they can easily access the websites of other companies with a click of the mouse. At the same time, e-commerce makes digital customized production simple and feasible. Enterprises can record all kinds of data of customers by constructing various databases, communicate with customers in real time through the network, and grasp the latest demand trends of customers. After obtaining the user's demand information, the enterprise can accurately and quickly send the information to the design, supply, production and distribution of the enterprise, and all links can respond to the information in a timely, accurate and orderly manner. The successful example of digital customized production is Dell Computer Company. Dell produces millions of personal computers every year, and each computer is assembled according to the specific requirements of customers. Although their needs are quite different, Dell has established direct contact with customers through the network, and only produces computers that customers have signed orders, which not only significantly reduces the production and operation costs, but also makes customers more satisfied.

Fourth, e-commerce will bring a revolution to the traditional market model. There must be many intermediate links in the market model in the era of industrial economy, which requires a large number of wholesalers and retailers as intermediaries between enterprises and consumers, which determines that industrial economy is a "circuitous economy". The emergence of e-commerce has fundamentally reduced the intermediate links of traditional business activities, shortened the distance between enterprises and users' needs, greatly reduced the consumption of various economic resources, and brought mankind into the era of "direct economy". That is, e-commerce is in the whole process of business activities, through the combination of people and electronic communication methods, greatly improving the efficiency of business activities, reducing unnecessary intermediate links, and making production "direct" consumption. Traditional manufacturing industry has entered the era of small batch and many varieties, and "zero inventory" has become possible; Traditional retail and wholesale industries have created new models of "no shop" and "network marketing"; Various online services provide a brand-new service model for the traditional service industry.

Many traditional enterprises have some misunderstandings in the process of e-commerce: some think that e-commerce is electronic transaction, that is, building a website to sell their own products; Some companies even think that it is just to build a web page and do some publicity. In fact, enterprise e-commerce emphasizes the commercial application under the network computer environment, which is not only a simple transaction, but an application that integrates buyers, sellers, manufacturers and partners through the Internet, intranet and extranet. Simply put, e-commerce is the use of the global Internet for business activities. This is not a simple technical problem, but a new economic revolution, which indicates a new economic growth model.

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