Internet product Base (6)--e-commerce

E-commerce, English is electronic Commerce, referred to as EC, is a virtual world of commodity transactions. Industry believes that the narrow sense of E-commerce is based on the Internet electronic transactions, and the broad sense of E-commerce includes telephone sales, television shopping and other means.

I. The mode of electronic commerce

One of the core concepts in the field of electronic commerce is the model, which has a way to analyze the commercial form of the real society. The marketing model of the original Ecological Entity society is as follows:

the bottom of the sale is hawkers. Hawkers belong to the merchants, there is no fixed shop. If the goods he sells are recognized by a certain area purchaser, a certain personal brand can be formed. This brand, or trust, depends on the accumulation of time.　　At the same time, hawkers in the walk to solve the logistics problem, hawkers and yell is a means to promote. Shop。 Shop than hawkers, the capacity of a large number of goods, business sites fixed, the credibility of the natural increase in the value of many. Shops do not have liquidity, regional restrictions are obvious, popularity depends on the market, advertising and word-of-mouth accumulation.　　In addition to promotional means, the uniqueness of goods or services is also a key factor in determining business quality. Department Store (or supermarket). Department stores or a lot of people commonly known as shopping malls, essentially different. Department stores offer a wide range of goods, even one-stop commodity services. Department stores have greatly enhanced the prestige value because of the scale, the promotion way is each kind of advertisement and the promotion activity. There is only one seller in the department store-the department store itself.　　Department store itself is a sales channel, the modern department store or large supermarket is a core link is the distribution of logistics. Stores。 The nature of the store is the store operators rental venues, the counters are assigned to different operators, that is, the store itself is not the actual seller, the store has a lot of sellers. Store promotion and department store difference is very small, logistics is also decentralized.

According to the business model of the real society, we can sort out the mode of e-commerce:

1, Consumer (business-to-customer, enterprises to consumers). The Business-to-consumer covers two levels of traditional business shops and department stores. is essentially a seller, multiple buyers.

2, Consumer-to-consumer (Customer-to-customer, consumer to consumers). Consumer-to-consumer is the store! But Consumer-to-consumer name is not strict, at least in any one of the online stores, for a transaction, always distinguish between buyers and sellers. Taobao is a typical consumer-to-consumer case.

3, Business-to-business (business-to-business, Enterprises). In fact, there is no absolute difference between business-to-business and Consumer-to-consumer, and even programs can do exactly the same.

4, Hawker mode in the Internet world is actually exist, such hawkers exist in the network community. Is the original electronic commerce way, does not appear in the way of electronic commerce system.

Based on the above analysis, we can classify some familiar E-commerce websites:

: Amazon, Excellence, when, where customer prudential products, PPG, Jingdong Mall.　　Business-to-business: Alibaba, China manufacturing network, Hui Cong, Dunhuang. Consumer-to-consumer: Taobao, EBay, yes, Tencent Pat.

II. Business and technical framework for electronic commerce

The real e-business includes the following modules for deployment:

1, shop (or mall): including products, shops, users, classification, retrieval, information interaction and other functions.

2. Payment: Virtualization Payment solutions.

3, Logistics: the need to solve the physical logistics, Consumer-to-consumer as long as the interface to solve the logistics.

4, Promotion: Advertising and promotion of the interface, evaluation, payment system. Promotion is an indispensable part of e-commerce, no promotion is absolutely impossible. The main ways to promote: Network advertising, mail marketing, SEO, Community marketing and so on.

By Alibaba's big Taobao structure, you can clearly see such a framework:

Taobao: Corresponds to the mall and shop.　　Alipay: Solve the payment problem.　　Ali Mom Advertising Alliance (including Amoy to promote): to solve the promotion. In the Taobao system, logistics provides only the interface.

Third, the enterprise's E-commerce can do?

We can summarize 5 things that an enterprise should do to start an e-business project:

1, according to the enterprise or the product social approval degree chooses the reasonable network channel. High-visibility, the social recognition of products and strong trust enterprises, may wish to consider their own station. Do not have a strong reputation of the enterprise, you can consider in E-commerce platform service providers open shop.

2, SMEs choose the principle of E-commerce platform:

Popularity, professional degree, regional market coverage.

3, the choice of professional promotion agencies or the recruitment of professional promotion personnel. Construction station is easy to promote difficult, E-commerce is not built station on the spirit, not net on the spirit. The promotion of enterprise Ego is more important!

4. Choose a reasonable promotion mode. E-commerce promotion methods are as follows: Network advertising, advertising alliances, e-mail, SEO, SEM, community marketing. Enterprises need to choose a reasonable way of promotion according to their own status. It should be noted that enterprises need to promote and their own service system to find a balance between service and promotion simultaneously.

5, pay attention to enterprise and product brand management, brand maintenance, mold the visibility of the enterprise, trust, reputation, and formulate long-term brand development plan.

Iv. Trends in electronic commerce

The internet every year to 30% of the speed of development, China's Internet users will eventually account for more than 70% of the total population, at the same time, mobile internet users with the construction and popularization of 3G is also growing rapidly. From this we can predict the development trend of e-commerce:

1, the enterprise's electronic commerce is more and more popular, the entity channel and the network channel complement each other, gradually fuses.

2, mobile interconnection will grow rapidly, the mobile internet E-commerce model will reflect the value of about 2012 years.

3, the value of online advertising is increasing, the network advertising mode innovation continues to appear.

4, professional e-commerce operation and promotion agencies springing up in general, and gradually become a specific category.

5, the community-limited e-commerce will be a major alternative to E-commerce.

6, E-commerce platform competition between the increasingly fierce.

7, E-commerce Search will rapidly develop.

(Text/Dream Qinhuai)