Thesis title: Analysis of the operation mode of successful e-commerce enterprises in the world.

Abstract: The essence of supply chain management is to pursue the efficiency of enterprise cooperation and gain the competitive advantage of enterprise operation with the best combination of less idle time and operating cost. However, as the main operation mode at this stage, BtoB e-commerce develops slowly due to the constraints of payment, security and logistics. Using supply chain management theory to build regional BtoB e-commerce should be a development direction of BtoB e-commerce in China at present. Based on the analysis of the development of BtoB e-commerce, this paper makes some constructive research on the regional BtoB e-commerce model by using the supply chain theory.

Keywords: supply chain supply chain management field BtoB e-commerce logistics

The essence of supply chain management is to pursue the efficiency of enterprise cooperation and gain the competitive advantage of enterprise operation with the best combination of less product idle time and operating cost. In recent years, the development of information technology has promoted the application of supply chain management theory in enterprise operation. BTOB E-commerce, as the main operating mode in the era of e-commerce, has not achieved the expected prosperity after years of development, which is due to the enterprise's own ability, information security, trading platform defects and other objective factors. In view of the current predicament of BtoB e-commerce, this paper puts forward the idea of building regional BtoB e-commerce, and probes into the feasibility of its operation mode by using the theory of supply chain management.

Current situation of BtoB e-commerce

Judging from the current situation of domestic BtoB e-commerce platform, it can be divided into three categories: information platform, business platform and comprehensive platform. Information platform, that is, a business platform for publishing supply and demand information and other enterprise information; Business platform provides a networked environment for some links of business activities such as trading platform, bidding and online payment. The integrated platform combines the functional characteristics of the information platform and the business platform to provide more comprehensive services. Among them, comprehensive e-commerce platforms account for the highest proportion.

After experiencing the stage of "network enlightenment" and technological innovation, BtoB e-commerce has entered a new generation of e-commerce, that is, using network technology to solve the practical problems faced by enterprises, changing the original core business process, changing the original way of caring for customers and transactions, and finally achieving high efficiency and low cost e-commerce.

However, the development of BtoB e-commerce in China is still slow, mainly due to network security. Because there are still many loopholes in network security under the protection of many firewalls on the open Internet, security has become the main concern of many enterprises in developing e-commerce. The payment system is not perfect. The domestic payment system has its inherent defects, firstly, the interconnection between banks and regions, and secondly, the development of bank trading platforms lags behind, which greatly restricts the further development of e-commerce; The logistics cost is too high. For BtoB, the cross-regional distribution cost makes its competitive advantage completely lost compared with the traditional model.

Put forward the idea of establishing BtoB e-commerce in this area.

In view of many restrictive factors in the development of e-commerce, this paper puts forward the idea of building a regional BtoB e-commerce, that is, using the electronic platform of information technology to develop e-commerce in a certain region. Compared with the widely popular concept of e-commerce, regional e-commerce is mainly limited by regions, and we are committed to applying supply chain management theory to develop BtoB e-commerce model in small areas.

At present, the construction of domestic e-commerce, whether it is technology or operating costs, requires higher requirements. For the vast majority of small and medium-sized enterprises in China, they do not have enough ability to implement the popular wide-area e-commerce scheme, which leads to the supply chain fault problem in the development of domestic e-commerce. The operation mode of regional BtoB e-commerce mainly solves the dilemma of small and medium-sized enterprises in implementing e-commerce from the following aspects, in order to cooperate with the optimization of the current supply chain and the realization of the overall supply chain e-commerce platform.

The question of money. The biggest puzzle for small and medium-sized enterprises to implement e-commerce is the problem of funds. A small amount of capital investment is only to establish an information display platform, which is far from the real e-commerce, especially the corresponding logistics, capital flow and other supporting systems can not be implemented in the absence of funds. The implementation of regional e-commerce involves the investment and construction based on the original internal informatization and metropolitan area network of enterprises. Due to the narrow geographical scope, the investment is relatively small.

Logistics problems. Another problem for small and medium-sized enterprises to implement e-commerce is logistics. Due to the limitation of enterprise capacity, it is almost impossible to support the nationwide logistics system on its own. The front and back ends of regional e-commerce supply chain are mainly concentrated in small areas, and the input of logistics system is relatively small. Information management can also be implemented on the original basis to cooperate with the implementation of regional e-commerce.

Electronic payment problem. Electronic payment, which has long plagued e-commerce enterprises, can also be easily realized through the bank settlement system in the region. At present, the electronic settlement systems of major banking systems in the region are relatively mature, and enterprises can solve the problem of electronic payment by cooperating with banks.

Enterprise's integrity. E-commerce mode has changed the traditional transaction and payment methods, and customers' trust in enterprises has become the biggest obstacle for them to choose e-commerce. Due to geographical restrictions, it is relatively difficult for regional e-commerce to cultivate customer loyalty.

Operation mode of regional BtoB e-commerce based on supply chain management

Supply chain management in BtoB e-commerce

First of all, supply chain management is an operation management technology, which can expand the scope of enterprise activities from just the best logistics activities to cover all functions of enterprises, such as marketing, manufacturing and finance. And all these functions are closely integrated into a whole in the best way.

Second, supply chain management is an extension of integrated logistics management, and its purpose is to merge or closely connect the logistics functions of the organization with those of partners in the supply chain, so as to reasonably connect the logistics functions within the enterprise with external suppliers and customers or third-party logistics alliances to form a complete integrated system.

Third, the practical application of supply chain management is organized around the same goal, including speeding up delivery and reducing costs, and also using new management methods and the power of information technology to achieve major breakthroughs in products and services aimed at specific market needs.

Fourthly, the supply chain includes four main processes: workflow, physical process, capital process and information process. Among them, the foreground and background processes are bidirectional, and the intermediate processes are unidirectional. Supply chain management requires that the development of e-commerce should pay attention to the following points: customer-centered, driven by the pull of market demand and the thrust of enterprise interests; It is emphasized that enterprises should focus on core business, establish core competitiveness, define their position in the supply chain and outsource non-core business. Enterprises work closely together to share risks and benefits; Design, implement, revise and continuously improve workflow, logistics, information flow and capital flow; Optimize supply chain operation by using information system; Shorten the product completion time and make the production as close to the real-time demand as possible; Reduce the cost of procurement, inventory, transportation and other links.

Therefore, the supply chain management of BtoB e-commerce is not only to introduce information technology and network, but more importantly, to understand the needs of customers and the positioning of enterprises themselves. While making full use of information technology, we should focus on core business to enhance the core competitiveness of enterprises, expand e-commerce with supply chain management, and reposition the strategy and operation mode of enterprises in the information age of e-commerce in order to achieve success.

Network foundation of regional BtoB e-commerce

In the Tenth Five-Year Plan, the country and provinces and cities put forward the direction of informatization construction and the idea of building E city and E province based on network, and put forward the goal of developing e-commerce on the basis of informatization construction. At present, the network conditions are developing well in the construction of broadband metropolitan area network in this area. Based on the network conditions of broadband metropolitan area network, regional e-commerce can be carried out in the city first, and the upstream and downstream enterprises in the supply chain in the region can be integrated. With the gradual maturity of broadband network hardware conditions, it can be extended to cross-city regional e-commerce.

Operation mode of regional BtoB e-commerce based on supply chain management

Regional BtoB mainly adapts to the situation that enterprises in the supply chain are basically confined to their own regions. On the basis of the electronic development of the original enterprises, through the establishment of an electronic platform, the local enterprises in the supply chain are connected with each other, and the original transaction process is optimized. Under the guarantee of the convenience and security of regional BtoB e-commerce, with the cooperation of logistics distribution, outsourcing solutions, content management, online commerce and other infrastructure foundations, we will improve the original business processes between enterprises and promote the smooth flow of logistics, information flow and capital flow between enterprises.

The establishment of regional BtoB operation mode mainly includes four steps:

Optimize the upstream enterprises of industrial supply chain. Evaluate suppliers through appropriate evaluation procedures, select enterprises capable of establishing regional e-commerce for cooperation, and ensure the smooth flow of logistics, information flow and capital flow at the front end of the supply chain.

Optimize the internal supply chain of enterprises. Link the information islands of all business links in the original enterprise internal supply chain to realize internal integration and * * * sharing, so as to cooperate with the implementation of regional BtoB. In the optimization of internal supply chain, we pay special attention to the support systems of internal supply chain, such as financial management, cost control, information integration and decision management.

Optimize the downstream enterprises of industrial supply chain. By evaluating the ability and reputation of downstream enterprises, we can select enterprises suitable for regional BtoB mode, integrate supply chain and optimize transactions. Ensure the smooth operation of the supply chain system based on this enterprise.

Establish the interface between the electronic platform of supply chain enterprises and the same city trading system of banks. Through the network platform of metropolitan area network, the regional e-commerce supply chain is combined with the bank payment system to realize electronic payment and ensure the smooth reverse flow of funds.

At this point, based on the optimization of the e-commerce platform of upstream and downstream enterprises in the supply chain, through the combination with bank transaction settlement, the stability and convenience of regional BtoB system operation are ensured, and the original enterprise electronization is truly upgraded to the level of BtoB e-commerce. In the concrete construction, we should also consider the construction of information flow, logistics and capital flow among supply chain enterprises in the region, which will not be discussed further in this paper.

The operation mode of BtoB area is shown in figure 1.

Expansion of regional BtoB e-commerce

The regional BtoB e-commerce model not only solves the transactions in a certain region, but also has no substantive conflict with the wide-area BtoB e-commerce. First of all, the successful operation of regional BtoB e-commerce promotes the electronization of enterprises on the original basis, realizes the organic integration of internal and external supply chain management, and is conducive to the further development of wide-area e-commerce for enterprises. Secondly, the electronic platform within the regional scope can be upgraded to a wide-area electronic trading platform by adding interfaces with external electronic platforms on the original basis. Thirdly, the security problem can increase the firewall protection between the regional electronic platform and the external electronic platform, and reduce the operating cost of e-commerce while ensuring the normal transaction in the original area. Finally, the payment system can be upgraded by borrowing the settlement system of cross-regional banks to achieve a smooth upgrade.

From the perspective of improving the level and popularization of enterprise BtoB e-commerce, regional BtoB e-commerce is undoubtedly an optimized choice and should be the focus of e-commerce construction at this stage. BtoB, the main e-commerce mode, provides a feasible development direction for small and medium-sized enterprises to develop BtoB e-commerce on the basis of the increasingly perfect regional network platform and the application of supply chain management theory. Enterprises can analyze their existing supply chain relationships, select appropriate front-end enterprises and back-end enterprises of the supply chain, build a BtoB e-commerce platform in the region, realize cooperation among supply chain enterprises with lower transaction costs, and upgrade the internal electronic construction of the original enterprises to the real BtoB e-commerce level.