Successful case analysis of enterprise e-commerce

Although e-commerce is a new thing in the 20th century, its development speed is amazing. It has changed the traditional business model and brought convenience and speed to people. In recent years, the development of e-commerce has brought unprecedented impact to traditional enterprises. The following are the successful cases of enterprise e-commerce that I have compiled for you. Welcome to read!

Successful case of enterprise e-commerce 1:

Since 1996, Shanghai Tobacco (Group) Co., Ltd. has gradually built an e-commerce platform to standardize market operation behavior and enhance market competitiveness, closely connected industrial enterprises, commercial enterprises and retail customers in the value chain, reconstructed the value process, and met the market demand at the fastest speed, resulting in good economic and social benefits.

For enterprises, developing e-commerce doesn't just mean establishing websites to publicize their products and images, nor does it just mean selling products online. In fact, enterprise-level e-commerce in a complete sense is the use of network-centered information technology for business activities and enterprise resource management. Its core is to efficiently manage all the information of enterprises, help enterprises to create a smooth information flow, and connect customers, industrial enterprises and commercial enterprises through efficient management, value-added and application. Therefore, only by organically combining management ideas, technologies and business processes in the solution can e-commerce be on the right track.

Therefore, Shanghai Tobacco (Group) Co., Ltd. takes innovative cigarette marketing management means as a breakthrough, and integrates it into the solution of e-commerce, thus achieving the original intention of the scheme design: taking customers as the center and achieving the ultimate goal of controlling the market. After careful study and repeated argumentation, the overall solution of innovative management means and measures based on e-commerce environment is finally determined.

(1) Realize the computer networking of cigarette sales invoicing in the whole city. All cigarette sales invoices are included in the e-commerce system of Shanghai cigarette sales network, so as to realize the computer processing of purchase, sale and storage data and the city-wide networking, and carry out daily summary. Through the various settings of the system, we can embody the marketing strategy, collect marketing information in time, speed up the reaction of enterprises to the market, greatly reduce all kinds of irregular factors existing in cigarette sales in the past, and make the Shanghai cigarette market truly achieve? Managed by me, supervised by me? .

(2) Using computers to supply goods to retail customers in the city in different levels and regions. Shanghai cigarette sales network implements hierarchical management and shall not operate across regions. For the new retail customers, after being audited by the trading center, the trading center authorizes the commercial enterprises in the area where the retail customers are located to distribute the retail customer data to the corresponding database.

(3) unify the wholesale price of cigarettes in the city, and regularly publish the retail guidance price of cigarettes in the city. Shanghai Tobacco Trading Center implements the unified wholesale price of cigarettes in the whole city, and issues the retail guidance price of cigarettes in the whole city. Avoid vicious price competition by unifying wholesale prices; Protect the interests of cigarette retail customers and consumers by issuing retail guidance prices.

(4) Implementation and? Sales forecast? Core distribution services. Using the historical sales data stored in the database, the sales turnover number is set for each outlet according to the brand, that is, one week is taken as a sales cycle, and the supply of outlets is supplemented by 10 day at the beginning of each cycle. The system stores the turnover of each retail customer and brand, and the system can complete all the sales business processes as long as the inventory of the store is input in each cycle.

E-commerce is very different from traditional commerce, and the system needed for successful e-commerce is completely different from traditional network. Enterprises need high-performance and high-stability network architecture to maintain high-intensity and high-risk e-commerce operation.

For the e-commerce system of cigarette sales, it not only needs extra storage and computing power, but also needs high security and identity authentication, because it stores the customer information and sales data of the whole cigarette sales network. Once it is destroyed, it will inevitably affect the normal operation of the whole Shanghai cigarette market. Therefore, if the ordinary Internet is used as the data transmission platform, the company will have to spend a lot of manpower and material resources to closely monitor the operation of the network, understand the latest situation of computer viruses, and need tools to deal with potential problems, including software to detect hackers, software to restrict or monitor users' access to illegally authorized websites, and virus scanning software.

Accordingly, the relevant technical personnel of the enterprise have formulated an e-commerce network framework based on Shanghai cigarette sales network: to unite cigarette retail customers in all districts and counties of the city to form an integrated B2B local area network with Shanghai Tobacco Trading Center as the core and connected by DDN network and TCP/IP communication protocol. According to the hierarchical structure of business management, the network has established a three-layer data structure system. The trading center adopts two RS/6000 database servers for mutual backup, and realizes hierarchical management and information sharing through the network. In order to solve the problem of wide application and difficult maintenance, NTFS file management technology is adopted to start the actual runtime installation program object code on the server, and all site machines use NTFS*** to enjoy the application program on the server, thus realizing the program update and upgrade. On this basis, Shanghai Tobacco Trading Center developed e-commerce software. The system uses INFORMIX large database, WINDOWS NT as network platform and NEWERA as development tool. It aims to meet the requirements of modern management, make full use of scientific means of computer management, and realize the goal of networking retail customers and enterprises in the city through the unified design and development of computer software. According to the business requirements, the system * * * has 23 subsystems, 1 10 functional modules, realizing the information construction of the whole cigarette sales field; The system also realizes the smooth connection in application and information with monopoly management system, warehouse management system, finished product warehouse management system of Shanghai Cigarette Factory, UFIDA financial management system and golden tax business system.

Successful case of enterprise e-commerce 2: Dangdang

After the emergence of e-commerce, people are more concerned about the business model. There are many theoretical models for the study of e-commerce models, but the classification method unanimously recognized by the industry is to divide e-commerce models into business-to-business (B2B), business-to-consumer (B2C) and consumer-to-consumer. The following is a successful case study of Dangdang in B2C business model.

Dangdang was founded by Li Guoqing and Yu Yu. Mr. Li Guoqing is currently the CEO of Dangdang, and Ms. Yu Yu is currently the chairman of Dangdang. They are husband and wife, and working together to start a business has long been a story in the industry.

Li Guoqing graduated from Peking University and started his business twice, both of which focused on publishing. I have been engaged in the field of book publishing for 65,438+00 years, and I know all aspects of traditional book publishing in China like the back of my hand. Yu Yu graduated from new york University with an MBA in finance. She works as a financier on Wall Street and has several successful cases. She has lived in America for 10 years, and investors trust her very much, and she speaks the same language.

1996, Li Guoqing and Yu Yu met and got married in new york, and the story of Dangdang began. From the beginning of their relationship, they often think together and talk about the fundamental difference between Amazon's business model and traditional trade means. Later, the couple often discussed what is the most critical link in making money in the book industry. Li Guoqing, who has many years of experience in book publishing and operation, said that this must be a direct contact between publishers and readers. So they went to venture capitalists together and persuaded IDG and LCHG (Luxemburg Cambridge Group, which owns the largest publishing group in Europe) to invest together, aiming at promoting China's book market with the operation mode and mature management experience of modern book market in developed countries and the most advanced computer technology and network technology in the world today? Available bibliography? Information industry, and? Online bookstore? Portal construction, become the largest book information integrator and supplier in China.

Dangdang [1] is a leading B2C online mall in China, which is jointly invested by Cowen Company, Tiger Fund, IDG Group, Luxemburg Cambridge Group and Asia Venture Capital Fund (formerly Softbank China Venture Capital Fund). 1999165438+10, Dangdang officially opened. Dangdang's online sales include books, audio and video, clothing, pregnant and baby, home, beauty cosmetics and 3C digital products. There are more than 900,000 kinds of books in the library and 6.5438+0.05 million kinds of department stores. Dangdang has registered users in 32 provinces, municipalities, autonomous regions and municipalities directly under the central government. In 20 12 years, the number of active users of Dangdang reached1570,000 and the number of orders reached 54.2 million. Dangdang was officially listed on the new york Stock Exchange on 20 10, US time. It is the first B2C online mall in China that is completely based on online business and listed in the United States. Dangdang's success is attributed to the following factors:

First of all, the rapid development of information technology has brought the spring of e-commerce to China. With the popularity of the Internet, online shopping provides a convenient way for users. They can deliver goods to your door with simple online operation and staying at home, and they have perfect after-sales service. Goods purchased from Dangdang and other places can be delivered to your door and paid on delivery, which ensures the safety of online shopping. These are the reasons why customers are keen on online shopping and online sales are growing rapidly.

Secondly, Dangdang online sales of publications is no longer a supplement to traditional publications, but an important development direction of the publishing industry.

Third, the key ability of the store is the structure of the goods, how many kinds of things can be bought and sold, and whether these things are cheap and good. Dangdang sells audio and video, books and CDs, and pays attention to varieties. What Dangdang wants to do is to give customers more choices! For example, a cookbook, whether you give readers 5 choices, 50 choices or 500 choices, has different gold content.

Fourth, the low-price strategy is the first driving force of online sales. The low price of Dangdang comes from the good strategic cooperation between Dangdang and the publishing house. Dangdang has a very powerful and convenient search tool, which can carry out full-text search on specific books and provide relevant customer information, which brings great convenience to customers' book selection. 1, online shopping can realize the key display of key products and greatly promote the sales of the unit. 2. Dangdang has a huge flow of people, and displaying and promoting products online plays a great role in publicity. 3. The low price largely depends on the cost advantage of the network.

5. Intelligent price comparison system: Dangdang's intelligent price comparison system can query the information of all books and audio-visual products sold online in time through the Internet. Once it is found that the products of other websites are lower than the price of Dangdang, Dangdang will automatically reduce the price of similar products of Dangdang and maintain a price advantage of at least 10% with competitors.

6. Good reputation and excellent after-sales service.

Seven. Online promotion under the traditional mode: under the premise of the traditional mode, a series of activities are launched, such as the main event of the whole audience, the new product show of Dangdang Store Celebration, the products of Dangdang Store Celebration Special Store 1 yuan, Wonderland of Heaven, and the cool award to win the mobile phone.

Eight, online operation mode: learn from Amazon operation mode, but not completely. The main advantage of Amazon is its huge bibliographic database, which can be searched by users. The United States has a perfect system of authorizing secretaries and wholesalers, while China has no similar national bibliographic database. Therefore, Yu Yu and Li Guoqing spent more than two years building their own bibliographic databases.

Nine, Dangdang also has a successful experience is the control of business details. Although Dangdang was born in the era of capital madness, most website CEOs spent a lot of money and respected tradition. However, at the beginning of Dangdang's establishment, it was strictly introspective and learned tradition. With regard to money, strict budgetary control has been carried out. Wang Junguo, director of the book distribution department of the State Press and Publication Administration, praised Dangdang's boss as a powerful CEO.

Another key to Dangdang's success is that its strategy and positioning are very clear. From selling books to selling other goods, Dangdang has been doing B2C, and its core competitiveness is very concentrated.

Eleven, Dangdang online payment platform, the opening of PayPal real-time payment services. This merchant is the first shopping website in China! This move also allows Dangdang to take a big step forward in the direction of overseas business development and shopping internationalization. Paypal's online payment and real-time refund function is a safe, convenient and fast credit card payment method provided by Dangdang for non-Chinese mainland users. Including Hongkong, Macau, Taiwan Province, North America, Europe and other overseas regions, as long as users use any MasterCard or Visa card, they can connect with Dangdang account in real time through Paypal, which can realize "instant payment and instant receipt". It greatly facilitates the shopping fun of overseas users and breaks through the technical bottleneck of domestic payment of international credit cards! The technical connection between Paypal and Dangdang is absolutely safe and reliable.

12. Successful leaders: Yu Yu and Li Guoqing, a couple, created the Internet Spring in China and their own children. Dangdang. Yu Yu's famous saying of governing the country:? Think like a president and work like a secretary. ? Stand tall, have a global view, and care about the implementation of details. ? Youth is a passport. Young people should dare to do it, as long as they can't afford to lose, they should try. ? Good reputation and ability to control funds.

Through the above successful cases of Dangdang, I think a large shopping website must have the following points: (1) It must have a good user experience; Product display should have marketing effect; Payment should be convenient and fast; Quick delivery.

In addition, product scale, product quality, preferential strength, promotion strategy and internal management of the website are also very important factors that affect the success of B2C website operation. Profit model is the core factor that affects the operating efficiency of online retail stores. The basic conditions and social environment of an online shop are the objective basis of its operation, while the business strategy and details are the subjective conditions of the online shop. These five factors jointly promote the success of online retail stores. Among them, profit model, basic conditions and management strategies are the key factors for the success of online retail operation at this stage.

If Dangdang wants to develop in the e-commerce website in the future, it must make use of its own advantages, the combination of brand, price and logistics, further develop B2C, and compete with today's industry giants under the business of online bookstores and online department stores. Only in this way can we succeed in the fierce competition of e-commerce websites.

Enterprise e-commerce success story 3:

Most people regard Double Click Company as an enterprise engaged in online advertising business. But double-click Kevin, the CEO of the company? Kevin Ryan said that in fact, 75% of the company's total profits come from the sales of technology and data.

Joao is very proud of the amazing growth the company has made in the past five years.

? Double-click your income every year.

Nevertheless, due to the recent forecast that the online advertising revenue in the fourth quarter will not soar like last year, and with the periodic decline of post-holiday business, the advertising revenue in the first quarter of next year will continue to decrease, and the stock of Double Click Company also suffered a heavy blow at the end of 2000.

Like many other e-commerce companies, double-clicking the company's stock is also a downward trend? In the absence of signs of rebound, the company's share price shrank by 90% at the end of 2000 and fell to a 52-week low of 1 1 USD.

Joao still insists on his point of view: we can still foresee the unstoppable growth of e-commerce. However, the growth rate has to slow down at some point. I have always been full of confidence in the prospect of e-commerce. ?

Joao explained that the reason for the slowdown is. Com reduced its spending on TV and radio, and also cut its spending on the Internet.

He believes that this overall slowdown will trigger a wave of mergers and acquisitions in the industry in the coming months. In June+10/October, 5438, in order to gain the150,000 e-mail customer market of NetCreations, Double-click Company bought it at the expense of 1.9 1 billion dollars. This acquisition was besieged by the media because of sensitive issues such as personal privacy data rights, but it was finally completed in the fourth quarter of 2000.

? In the next six months, there will be many mergers. ? Joao said,? But those companies that make money face much less pressure than those that don't. ?

Dell Computer Company: I'm not going to do everything.

Earlier this year, Michael. At a customer conference in Austin, Dell announced that 50% of Dell's revenue comes from online transactions.

Since the establishment of 1994 Dell's website, the company's daily online sales revenue has increased to 50 million dollars, and it deserves to be the largest seller of online computer systems. Dell is now regarded as one of the global leaders in the e-commerce industry.

Most of Fortune magazine's top 500 American companies are Dell's corporate customers.

In June 5438+10, the company released the Dell market, through which suppliers can easily log on to the Internet. When people have questions about whether Dell will give up its hardware business and reorganize into a service company, Dell's answer is very intriguing. What will the company continue to provide? Meaningful? Service.

? We are not going to do everything. ? Dell said.

3Com Company: Change the tone and aim at broadband products and wireless Internet devices.

In last year's transformation, 3Com spun off the popular PDA business, and also withdrew from the modem and network router market.

In the subsequent restructuring process, 3Com mainly concentrated its business on broadband products, wireless Internet equipment for consumers and small and medium-sized enterprises, and infrastructure equipment for companies providing communication and network services.

William, the company's manager in charge of B2B global business development? Kirk said that developing online e-commerce is also an important direction of 3Com. He said that at present, 3Com has more than 2,000 customers who use 3Com's e-commerce products, including Ingram Micro, Tech Data, All-Tel and Sprint.

Next year, 3Com intends to further participate in the B2B Internet trading market with its series of products.

Kirk said? The difficulties we are facing at present are mainly behavioral and cultural obstacles. ?

PSI Network: Acquired 76 companies in two and a half years.

E-commerce in 2000 was not wonderful. Although some companies have achieved good results, more enterprises are facing insurmountable obstacles. Robert, Senior Vice President of Enterprise Marketing Department of PSI Network Company? Robert Leahy said that in order to provide one-stop service for customers who want to engage in business activities online, PSI Network is making an acquisition worth $465,438+billion.

But the company's losses have been increasing. In the third quarter, the company lost as much as $654.38+04 billion, while its revenue was only $352 million.

In the past two and a half years, PSI Network has acquired 76 companies. For the acquisition of IXC Communication Company (IX

C Communications), Metromedia Fiber Network, Viatel and PSI Network paid more than 654.38 billion dollars. Up to now, the total length of optical cables controlled by the company exceeds 6.5438+0 million miles.

In addition, PSI also spent $800 million to build nine Internet hosting centers. On Monday, it said that by the end of this year, there will be four more Internet hosts.

PSI Network made a series of acquisitions earlier this year. What was the most important transaction? Take over Metmer International, a Houston-based system integrator. This transaction not only doubled the size of PSI network, but also strengthened its e-commerce application technology. PSI also announced that it will slow down the pace of spending money and divest part of Metmer's business.

PSI Network Company has more than 654.38 million+customers, including government agencies, educational institutions and information service companies. At the same time, it provides dial-up Internet service to more than 600 Internet service providers.

Unlike most competitors supported by powerful telecom giants, PSI Network Company has maintained its independence so far.

? We never call ourselves unattainable. Ree said,? But we prefer to say that we are not for sale, really. ?

Looking forward to the future, the core problem facing PSI Network Company is still profitability. ? In today's market, no one will be interested in income growth. Ree said,? They just want to see the profit. ?

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