E-commerce technology used in production-oriented enterprises and trade-oriented enterprises have and different?

The application of e-commerce in enterprises mainly refers to how traditional enterprises (here distinguished from the new network-based enterprises) use e-commerce to realize the digitalization of enterprise management and business activities. E-commerce as a product of the development of information technology, its application in the enterprise is not overnight, is the need for a phased approach and implementation.

From the scope of business activities, the application of e-commerce can be divided into two levels. The first level is the internal e-commerce activities, that is, how enterprises use e-commerce technology to achieve the digitalization of internal transactions, while better ensuring the implementation of e-commerce outside the enterprise. The use of e-commerce within the enterprise is mainly to help the enterprise to reduce costs and improve the efficiency and utility of its internal operations. The second level is the external e-commerce activities of the enterprise, which refers to the enterprise's provision of products and services through the market to realize the value of the enterprise. External e-commerce is mainly used to expand the revenue sources of the enterprise, while helping to reduce the external operation and management costs of the enterprise.

From the nature of the main body involved in market transactions, the main body of market transactions can be divided into organizations and individuals (individuals are denoted by D), for the organization, according to its business nature can be divided into for-profit organizations and non-profit organizations (non-profit organizations are denoted by C), for the for-profit economic organizations, according to the function of production and sales can be divided into the production enterprises with all functions (denoted by A) and only (denoted by A) and intermediaries (denoted by B), which only have sales functions. For the above A, B, C, D, the transaction relationship between the four can be shown in Figure 1.

Based on whether the buyer involved in the transaction is an organization (including enterprises and governments, etc.), the electronic virtual market can be divided into organizational market (Business To Business, referred to as B2B) and consumer market (Business To Consumer, referred to as B2C). As can be seen from Figure 1, the organizational market includes Ⅰ, Ⅱ, Ⅲ, Ⅵ and Ⅶ in the market network, and the consumer market includes Ⅴ and Ⅵ in the market network.

In the traditional market transactions, the supply-side enterprises are in a dominant position, the transaction of the supply-side enterprises are generally in a position of control, the customer, especially consumers only have the right to choose. In the network era, the customer (individual, organization or enterprise) status rises, the customer is in a dominant position during the transaction, the customer not only has the right to choose, there is direct participation in the design of products or services, production, pricing and sales and other aspects of decision-making.

For the enterprise external e-commerce activities, according to the status of the two sides of the transaction, the existing traditional market transaction mode known as the supply-side dominant, will be the development of customer-led transaction mode known as customer-led. Supply-side dominated transaction mode does not mean that the supply-side business management is not market-oriented, just supply-side business production and operation activities can be proactive to understand the market demand, and then develop strategies to meet market demand, the customer in the transaction process is only through the choice of the supply-side business management to guide, is a kind of indirect impact. Customer-driven emphasizes that the customer directly puts forward the demand, the supply side directly according to the customer demand combined with the enterprise's own strength to selectively provide products and services to meet some of the needs of the customer, so as to achieve the supply side of the business management objectives. The above two modes are market-oriented, just reflecting the "customer is God" in a very different way, one is honored as "God", one is their own control through the independent to become "God! ". B2B and B2C are generally referred to as supply-driven e-commerce, and C2C and C2B are referred to as customer-driven e-commerce.

Enterprise external e-commerce

Enterprise external e-commerce is also commonly referred to as e-commerce and Internet marketing, mainly refers to the business activities carried out in response to market transactions. Enterprises carry out external e-commerce activities, must take into account the characteristics of different subjects, and take the appropriate e-commerce way to realize online transactions.

1, the characteristics of e-commerce transaction subject

In the market transaction network, according to the characteristics of the main body involved in market transactions are divided into three categories accordingly: profit-making organizations (A, B), non-profit organizations (C) and consumers (D). Their characteristics are shown in Table 1.

From the comparative analysis of Table 1, it can be seen that for-profit and non-profit organizations, in the transaction is generally to participate in the transaction in the capacity of a legal person, the transaction shows great similarity, except that the goal of the for-profit organization is to obtain higher profits by reducing the transaction costs, while the goal of the non-profit organization is to save money to maintain the organization's operation by reducing the cost of the transaction.

And there are more differences between organizations with the status of social legal person (including for-profit and non-profit organizations) and individual consumers. First, the credit aspect. Organizations have legal personality and considerable fixed assets, generally have better credit; while the consumer's credit is based on the historical record of previous transactions, it needs to determine the credit of individual consumers through long-term practice. Second, in terms of relations with banks. Organizations seldom conduct cash transactions and settle mainly through banks, while individual consumers prefer cash transactions and rely less on banks. Third, in terms of transaction methods. Organizations in the transaction each transaction volume is relatively large and relatively concentrated, pay special attention to the collection of market information, emphasizing the rational choice of the transaction; while individual consumers are generally to meet their individual needs and transactions, focusing on emotional, the choice of the transaction mode to simple and convenient as the standard. Fourth, the relationship with the counterparty. Organizations generally have a relatively fixed purchasing object when buying, less change the supply unit, the importance of maintaining a long-term stable relationship with the supply unit; and consumer purchases have a certain degree of randomness, to maintain consumer loyalty needs to be established on the supply side of a good brand and quality service. Fifth, the rapidity of the transaction. Organizations generally emphasize the rationality of the purchase, the purchase decision-making cycle is relatively long; and consumers pay more attention to the convenience of the purchase, the purchase decision-making time is relatively short.

As a result of conducting online transactions require that the main body of the transaction must be informatized, the use of network-based digital trading methods for transactions. Therefore, in the electronic virtual market, the application of information technology is mainly to change the transaction subject of the transaction mode, but also has a certain impact on the main body of market transactions. First of all, the main body involved in the transaction must have credit. As mentioned earlier, due to the organization has a better credit, electronic virtual market on the organization of this aspect of the impact is not great; and individual consumers must establish credit, otherwise consumers involved in online transactions will encounter obstacles (such as online ordering, it is difficult to implement online payment, but through the post office remittance, thus limiting the rapidity of online transactions). Secondly, the transaction method is more convenient. For organizations, online provides a fast way to achieve online automatic transactions, but for some large organizations, more still choose to online inquiry and contract negotiation way to carry out, more emphasis on rationality; for individual consumers, the impact is relatively large, consumers can not go out to be able to shop. Third, the transaction behavior is more rational. For the organization, the full information on the Internet has enhanced the scientific and rationality of the purchase decision; for consumers, the rich information on the Internet has changed the passive choice of consumers, consumers can choose rationally according to a large amount of information, reducing the irrational component of the purchase. Therefore, the impact of online trading methods on organizations is mainly the impact of increased efficiency and reduced risk; the greater impact on individual consumers is that it may change the consumption patterns and habits of individual consumers.

2. Comparison of external e-commerce modes of enterprises

Based on the characteristics of the subjects involved in the transaction, Table 2 can be used to compare the characteristics of two different external e-commerce transaction modes of enterprises.

From Table 2, it can be seen that there is a big difference between organizational market transactions and consumer market transactions. First, the transaction process. Organization to buy the first purchase intention and price search, after determining the purchase intention to start negotiations or through the tender to determine the price, and signed a formal contract, and then both sides to start specific transactions for the delivery of goods and settlement of payments. It can be seen that the organization of the market transaction process is more standardized, focusing on the control of transaction risk and rationality of the transaction; consumer market, consumer purchases are generally through the information notice to find products to meet their needs, the purchase process is relatively simple, the emphasis is on the rapidity, do not pay attention to the standardization of the transaction process. Secondly, the transaction quantity and amount. The number of each transaction in the organization market is relatively large, and the transaction amount is also relatively large; while the consumer's purchase belongs to the sporadic purchase, the number of transactions, the amount is relatively small. Third, the transaction contract form. The buying and selling behaviors in the organizational market generally need to be regulated by formal contract texts; while the consumer market is mainly on-site transactions, the form of verbal offers. Fourth, transaction transparency. Organizational market transactions due to the two sides to grasp the information are more adequate, both sides are in the transaction of an equal position; while in the consumer market, consumers due to energy and time constraints, it is impossible to grasp sufficient information, even if a large amount of information can not be processed due to lack of energy, so the transparency of the transaction is not enough. Fifth, transaction realization. Organization of the market transactions are mainly through the bank settlement, through the contract to constrain the completion of the transaction; while the consumer market transactions are mainly cash spot transactions mostly. The development of electronic virtual market will greatly improve the lack of transparency of transactions in the consumer market, including the realization of transactions in the means of payment from the original cash payment to rely on credit payment.

Enterprise e-commerce

As mentioned earlier, enterprise e-commerce mainly refers to the use of e-commerce technology to realize the internal transactions of enterprises, to solve the enterprise's internal logistics, capital flow and information flow of information technology. The basis of intra-enterprise e-commerce is the informatization of the enterprise, and the integration of some new e-commerce technologies on the basis of informatization, such as EDI technology, Internet technology and so on. The realization of internal e-commerce, must be from a systematic point of view of the internal business activities for integrated planning, that is, in accordance with the enterprise's value chain to achieve the internal e-commerce activities.

The value chain breaks down the enterprise into strategically interconnected activities in order to analyze and understand the cost advantage of the enterprise. Every business is a collection of various activities carried out in designing, producing, selling, sending products and supporting processes. All of these activities can be represented by a value chain, as shown in Figure 2.

As can be seen from the figure, the value chain unfolds the total value, which consists of value activities and differences. Value activities are the well-defined activities performed by a firm, both in physical form and technologically, and these are the building blocks upon which a firm relies to create a product that is valuable to its customers. The margin is the difference between the total value and the sum of the costs of performing the value activities. It reflects to some extent the achievement of the business. Value activities can be categorized into two main groups: basic and auxiliary activities. Basic activities, listed in the bottom row of the diagram, are activities such as physical manufacturing of products, sales and distribution, and after-sales service; auxiliary activities complement basic activities and support the entire value chain by providing purchased inputs, technology, human resources, and various enterprise-wide functions. While the basic activities are the most dominant and visible of the firm's value activities, the auxiliary activities are also essential because each of them uses outsourced inputs, human resources, and some form of technology to perform their functions. The dotted lines in the figure reflect the fact that procurement, technology development and human resource management are all linked to a variety of specific basic activities and support the entire value chain. The infrastructure of the enterprise, while not linked to particular basic activities, also supports the entire value chain.

E-commerce is all about helping companies realize online marketing and online shopping. For production-based businesses the main thing to consider is how to market online, although it also depends on what products the business produces. If your business is the production of large-scale machinery and other large products, customers will certainly still be on-site visits, it is not possible to realize e-commerce. E-commerce is mainly for small goods, without the need to visit the site can be a transaction of the kind. If the enterprise is a production-oriented company, then you can consider the use of search engines to help you improve sales and business awareness, but also to reduce the cost of sales and other roles.