What are the competitive strategies for e-commerce operations?

At present, the wave of network economy and e-commerce is rolling in. Website construction has exploded. According to statistics, by the end of March, there were nearly 9,000 commercial websites in China. There are nearly 800 commercial websites, nearly 200 online bookstores and online auction shops 180. The explosive growth of the website and the inefficient landing of the website have formed a huge contrast, and a round of elimination of online enterprises has begun. Therefore, it is very necessary to study the competitive strategy of e-commerce seriously. First, the strategy of grabbing the fast lane The strategy of grabbing the fast lane is a strategy of grabbing the market. The advantage of seizing the fast lane strategy is that it is easy to form a commercial dragon wind and quickly improve the commercial tire ability of Internet companies. It is easy to mobilize the internal driving force of the enterprise, so that all aspects of the enterprise can cooperate with Qi Xin to seize the market price; It is easy to attract talents and strive for a relaxed external market environment; It is easy to enhance the dominance of negotiations with opponents from all sides; Easy to mobilize the media to spend money. Carry out hype to shake the confidence of competitors in expanding in the same business field. Sina, Netease and Search Arc are all websites that have rushed into the fast lane at present. Take Sina as an example, the strategy of grabbing the fast lane has really helped it a lot, making it both delicious and fragrant. Especially when he has the ability to resist risks, he will speed up the capital operation of the whole line, quickly enter e-commerce and quickly acquire small websites, so that the website will enter the process of rapid development. The strategy of seizing the fast lane has advantages and disadvantages. First, the goal is irreplaceable, and it is not easy to change and change at will, otherwise it will lose the favorable situation and active position in the competition. Second, your strategic goal has been exposed. Your determination, tactics, posture, technological progress, visits, transactions, personnel changes, and institutional adjustments will all become the focus of your opponent's research and analysis. Being ahead is also risky. This kind of adventure is mainly manifested in the following aspects: a lot of resources have been invested in the early stage, and the cost for competition is too high, which is difficult to recover in a short time; After entering the fast lane, you need strong technical and financial support. Once there are problems in some links, there is a great possibility of being surpassed by others. The mechanism of rapid expansion will inevitably cause black holes on Langshang, leaving great hidden dangers. Second, the specialization strategy Specialization strategy is a personalized strategy that avoids all-round attacks and uses troops on average. This specificity is based on the overall situation. The starting point and foothold of being single is to win the favorable situation and active position in the overall situation. It concentrates the limited manpower, financial resources, material resources, the attention of leaders and the potential strength of enterprises in a certain aspect, and strives to penetrate and break through in a certain part and specialty to form and highlight local advantages. Then through the energy accumulation of local advantages, we can win the overall initiative and favorable situation in the competition. The 8848 website is an outstanding representative of implementing the specialization strategy. Based on its own experience in purchasing, selling, warehousing and marketing, the website has entered the field of e-commerce with its familiar software, audio-visual products and books as the starting point, and has achieved rapid development. In the construction of online shopping malls, their daily visits have reached nearly 2 million, with a daily turnover of 305,000 yuan. Operating more than 300,000 kinds of goods, it has become a large online supermarket. In the distribution system, they have established a professional and private two-way distribution system, thus ensuring that they can deliver goods to their homes in more than 400 cities across the country. In terms of payment methods, they adopted a variety of payment methods. Online instant payment, bank transfer and post office remittance, and cash on delivery in some areas make netizens feel the convenience of e-commerce. In terms of technical support, they have established a set of electronic management system from the beginning of receiving orders to the whole process of tracking. Independently developed a set of online sales system with high adaptability and expansibility, and obtained the follow-up support from Intel, thus ensuring the safe operation of e-commerce. Just looking at a local breakthrough, its energy is limited. However, many local chain breakthroughs will form an incremental intangible capital. It is this incremental intangible capital that makes the 8848 website stand firm and straighten its waist. In the practice of e-commerce, the more personalized the website, the more stable the customer base. Like the first authoritative consumer information website in China-two generations of love website; Leyou.com, the largest online supermarket for children in China; Kidney transplantation website, a professional website for patients with kidney diseases, has won the love of netizens for its distinctive specificity. Third, talent risk strategic talents are the future of Internet companies. The competition for talents is more exposed, obvious and intense than the competition for resources and markets. 1. Risk of silent loss. This is the most common and headache problem encountered by various network companies at present. Most network enterprises have experienced the pain and helplessness caused by brain drain. Therefore, many enterprises have deeply realized the risks and shocks that brain drain may bring. Under all kinds of temptations, they often leave without saying a word. 2. Risk of loss of intangible assets. One of the most important capitals of network enterprises is intangible assets. It is a very insidious trick to destroy the good and the bad by obtaining the business secrets and technical secrets of competitors. Because the network is too irregular and lacks order, it just gives competitors too much space and opportunities to display their minds. They will choose the most difficult time for you to do it. Not only did you dig up talents, but you also gained priceless intangible assets. It is worth pointing out that the leaders of some internet companies lack understanding of the cruelty of competition. While being kind to competitors, we will continue to make substantial adjustments to talents. In some units, the proportion of talents entering and leaving is as high as 50%. The biggest evil result of this kind of big entry and big exit lies in destroying the stable working environment, psychological environment and cultural atmosphere of network enterprises. The greater the freedom for enterprises to choose talents, the greater the randomness of talent flow, and the more intangible assets that talents take away. In the long run, it will either become a training school that pays wages. These people will increase the management cost of the enterprise 10 times in the future. 3. Risk of competitive strategy leakage. It is a common means in modern commercial warfare to bring down opponents by obtaining their competitive strategies. There are generally three possibilities for the leakage of competitive strategy: first, the core personnel are lost and taken away; Second, competitors spy; Third, the insider has no intention of leaking. Therefore, we must have a clear understanding and correct evaluation, and establish a mechanism to resist talent risks and a strict management system as soon as possible to prevent and resolve talent risks. 4. Integrate the risks of gathering talents. As a result of the increase of e-commerce websites, some powerful websites have risen rapidly, and a number of weak websites have been closed one after another. This is the law of the market. The most intense expression of this law on the issue of talents is "swallowing fish to get fry". By merging weak websites, we can quickly gather talents from all walks of life and build our own reasonable talent framework. This is regarded as the cheapest thing by the rising websites. Here, integration is the means, and naked talent digging is the purpose. The result of things is not the individual and partial loss of talents, but the loss of the whole website. Fourth, try to define strategies from infinitives. Everyone will go, and it will be crowded. So people began to find another way. In the process of marching into e-commerce, it is necessary to upgrade this new way of thinking to the strategic level to examine it. In the current e-commerce, there are three business operation modes recognized by the industry. Namely CTOC mode, BBC mode and BTOB mode. The first model is the trading market model. The website provides trading areas and lots, and consumers can bid freely. Yabao and Yi Bei are both of this type. The second mode is that the merchant delivers the goods directly to the final consumers through the website. Amazon and 8848 websites are of this type. The third mode is business-to-business buying and selling. A large number of enterprises, such as General Motors, Boeing, Ford, etc. , earlier on the Internet for this business operation, greatly reducing their procurement costs. Cloning the above three models seems to be the formula of e-commerce. Therefore, it has received various technical support. However, the market development in China is not perfect, and the uncertainty of the market, the difference of regional conditions, the constraint of resources and the externality of industrial development all require us to make new explorations in combination with China's national conditions. At the beginning, the scholar's home website went out of such a road of exploration. Wang did not follow the Amazon model. He believes that making orders and establishing a huge distribution system are not his own advantages. In China holographic technology, he has his own advantages in the accumulation of hundreds of thousands of source code software. He developed strengths and avoided weaknesses, and found a new model of BTOOBTOC. Based on his unique technology, it is characterized by online open-shelf browsing, sales service extended to the next home, and chain delivery. Wang Dong left a road of e-commerce model innovation, formed and utilized his own intangible assets, and reduced technical dependence. V. Stealth attack strategy Stealth attack strategy is an attack strategy that avoids the sharp edge of the opponent. It is a covert attack under the competitive situation, gradually growing and quietly developing. Later, weak websites should adopt this strategy. Its main features are: 1. Make use of characteristics and develop rapidly. Network marketing should have its own characteristics. Only with characteristics can it be popular; There are business opportunities only when people are popular. In order to make online bidding and offline transactions more convenient for universities, Yi Bei recently launched a unique campus tour. Their strategic starting point is to improve the network platform and conditions of campus commodity exchange, and to seize the most potential and active group among millions of netizens, making it the main body of the website. They also organically combine online communication with offline trading, so that online trading can promote the formation and development of offline trading market; Offline trading has become the development and extension of online trading. 2. Use cracks to develop rapidly. A few small flowers in the depths of the mountain are in full bloom. When others find them, they already have the ability to resist risks. To implement the "crevice" strategy, we must always grasp the overall dynamics and development. In commercial warfare, the competitive situation is changeable, and the emergence of business opportunities is fleeting. We must make the first response in a timely and prudent manner. At the same time, financial management should also be done well. Abandon the style of throwing away money generously, and strive to get out of the loss in the fastest time with the minimum input-output ratio. 3. Participate in integration and seek development. With the intensification of competition, the phenomenon of gorging in network enterprises is inevitable, and mergers and acquisitions are inevitable in the competition. The more distinctive you are, the easier it is to be integrated. At this time, there are two ways. First, participate in integration and gain development. In the process of participation, we should borrow money from the sea and lay eggs with chickens, so that we can develop and grow as soon as possible. "Integration outside the shell" is another best strategy. As an integrator, it can realize the cost-free transfer of intangible assets and enhance the negotiation strength, which is actually an anti-competitive strategy.