A case study of traditional enterprise entering Internet business model

First, the traditional companies to enter the Internet, from E-commerce into, roughly divided into the following three stages or realm:

1. Channel:
&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; Take the market propaganda function as the main, the company product wraps the net, the network serves as the supplementary channel.
Feature: Quick return but not lasting. The risk is not large, can enter and retreat.
Core keywords: hard
2. Platform:
Based on a certain point of the industry, build a platform.
Characteristic: The return cycle is long, may have the capital to enter, but may also face the big capital competition.
Core keywords: do the bureau mode
3, the overall transformation:
Comprehensive integration of the company's resources, the combination of Internet, such as Beijing-east.
Characteristic: The risk is big.
Core keywords: Capital steady Progress

Second, independent business to do channels (for example: Automotive supplies Industry):

At present, most of the car supplies are the network as a channel, Taobao open shop, for sale. Traditional enterprises can cooperate with these open platforms (at present Taobao Mall, Beijing-East brand Direct, cool days), exercise team and process, try to set up a separate website.

Traditional enterprises to sell goods through the business, in fact, is the simplest mode, the easiest to get started. In the auto supplies industry, Taobao has become the main trend for owners to purchase small pieces of goods, limited demand is facing too many choices.   By 2010 as an ordinary regional agent from this start, it is a bit late, do this the volume of the business can not support further investment and development. As a regional agent, if you want to make a breakthrough, you need to shrink the product line, in a single category of goods breakthrough, and then with accurate promotion of publicity.

Third, the independent website does the industry platform:

Do the platform is to do the Bureau, Faro. Taobao is Faro, the Pacific Car Network, Ctrip, etc. are. Platform requirements to meet the needs of the upstream and downstream objects. There is really no vertical e-commerce platform in the rear of the car market. But the automobile vertical network media to the electronic commerce extension estimate also to wait for several years. Platform Mode for example:
1. Agent joining mode. Standardization of service products online, online booking after the billing to the agreement stores.
2, brand comment promotion mode. Automotive Service brands, Taobao Mall brand ranking guide. Disadvantages: Active participation in comments less, the service is limited by the region.
3, second-hand car certification mode. Collection of second-hand car trading information, the introduction of certified value-added services.

Platform mode from a single point of service depth to do the face, from small to large, by a single point of all-out breakthrough.

Iv. Resource Integration Transformation:

As a traditional enterprise, there are many resources online, brand resources, customer resources, industry relations resources and so on, wind that: if not the group operation of the large-scale traditional enterprises (especially rich), integration of transformation can be conceived early, rather than step, first low-key try, groping, find the most suitable for their own Internet service groups, Re-optimize the product strategy. and planning for the future may lose short-term benefits.

In the back of the car market, as a result of the existence of a large number of car friends and vehicle owners procurement needs of the intermittent, through products and services can not be a long-term owner of the online sticky, through the members to stick to people, through people to sticky people, with standardized one-stop service to sticky people. Member bundle, package service, develop member, introduce brand activity. Shift the focus from product sales to development members.