Guo: E-commerce, specialization or diversification?

Specialization and pluralism are a lot of disputes between the economic and the businessmen. The theory of specialization is the principle of specialization, which, in general, is to concentrate on a particular field (industry) or a certain type of commodity, which can bring about technical and managerial proficiency or know-how, thereby enhancing the efficiency of production and operation. Because the human energy is limited, the limited energy disperses with many matters, will do nothing well. The theory of pluralism, we can use a famous economic maxim to generalize that we can't put all the eggs in one basket. In this way, the diversification of investment, can realize the east not bright west, so as to avoid the risk of professional operation. In practice, both specialization and pluralism, there are a lot of successful cases and a lot of failure cases. In fact, it is the practice of the advantages and the other, only to make this issue has been debated, difficult to conclude.

E-commerce specialization can be understood as a shopping site is a certain area (industry) or a certain type of commodity web site, the supply of a certain type of goods, do not let customers be a dazzling array of goods dizzy. such as http://www.aliyun.com/zixun/aggregation/13533.html ">dell (Dell), Blue Nile (Nile), Amazon (Amazon online bookstore), etc. E-commerce diversification can be understood as a site is like a department store, where can provide everything from books to cars, consumers only need to be a little bit in the browser, they can get anything they want. such as ebay (e-bay), Taobao (Taobao) and so on.

Customers in traditional stores have the question of whether a best bookstore can be the best music store and the best electrical store at the same time. In the physical world, the answer must be "no", but on the Internet, all physical obstacles do not exist. In fact, the online shelf space is unlimited. This allows us to reconsider the mode of operation of the store. However, it is not doubtful that the specialized E-commerce companies focus on a certain type of goods, professional sales and services to help bulk procurement and sales, thereby lowering prices, professional sales can also provide professional services, so that better depends on customers and attract customers.

When an enterprise is in the initial stage, the scale is not large, the main job status is not stable should be a solid maxleaf. In general, in the market competition in the industry, some enterprises feel more and more difficult, this is, they will create an increase in the industry (field) or the idea of the way out. Also some enterprises, in the industry has been obtained, they hope to expand in other areas. For the former, in the buyer's market environment, almost all of the industry there is fierce competition, if you can not be a foothold in the industry, whether it can be in other industries foothold it, after all, the industry is your most familiar. For the latter, the question is, although you can achieve some success in a competitive field, can you apply another competition in an industry that you are unfamiliar with? When you enter a new field, can you invest in a monopolistic position with the industry? More importantly, when you enter a new industry and revel in the competition in the new industry in the game, your original industry is also fierce competition, will you be distracted by the decline?

In fact, specialization and pluralism have their advantages, there is a shortcoming, theoretically can not give us a guide to action, therefore, we must broaden our horizons to more typical cases of research and analysis. We want to compare the same diversification, why some enterprises can succeed, some enterprises have failed? Similarly, some of the same specialization is difficult, and some rapid development. Therefore, the problem may not be specialization or pluralism, but the circumstances under which specialization is practised and under what circumstances. In other words, specialization or diversification is determined by the environment in which the enterprise is in. This kind of environment includes both the enterprise external environment and the enterprise internal environment. From the investigation of enterprise environment, the conclusion is clear: that an enterprise should first specialization, in the case of conditions, in the implementation of pluralism. (Text/Guo)