我国汽车企业实施电子商务战略研究
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摘要
随着互联网技术的迅速发展，国外的汽车企业基本上都完成了自身的信息化建设；建立或参与建立了电子采购平台，它们的绝大多数零部件的采购都是在线完成；建立了网上营销体系，网上卖车成为了产品销售的另一渠道。可以说，国外汽车企业的电子商务时代已经到来了。
反观我国汽车企业，大部分企业信息化管理体系还未建成，零部件电子采购也还处于小范围的实验阶段，基本上没有建立网上营销体系电子商务的应用还处于上网宣传和网上市场调研阶段。与国外同行相比，原本实力弱小的中国汽车企业在实施电子商务的竞争又落后一步。加入WTO后，汽车产业将失去政府的保护，直面国外的同行的激烈竞争。因此，加快信息化建设，实施电子商务战略成为我国汽车企业的当务之急。
本文针对我国汽车企业发展现状，提出一套发展电子商务战略方案。本书的第一章介绍了国内外汽车企业电子商务发展的现状；第二章介绍了汽车企业内部的信息系统ERP。严格地讲，ERP并不属于企业电子商务范畴，它是企业进行电子商务的基础。只有建立了完善的内部信息管理体系，企业的电子商务活动才能顺利进行。从第三到第六章是汽车企业电子商务战略的基本内容。第三章分析了如何实现企业零部件电子采购，建立企业与供应商之间的B to B电子平台。电子采购可以使汽车制造企业节省采购成本和减少库存，应该是我国汽车企业发展电子商务的第一步。第四章介绍了企业如何开办网上汽车商店，建立面向最终用户的B to C电子商务平台；第五章分析如何利用分销计划管理系统，对企业原有的销售渠道进行信息化改造；第六章介绍了企业应如何建立网络时代的客户管理系统。这是个企业电子商务活动中的辅助系统。它可以帮助企业在电子商务中更好地进行客户管理，留住老客户，发展新客户。
With the rapid development of the Internet technology, foreign automobile enterprises have completed their own information construction basically, built or participated in building the platform of the electronic procurement by which most of accessories and parts are brought online, established network marketing system by which selling auto on the internet is another method of product distribution. So it is, the electronic commercial era of the foreign automobile enterprises has came here.
Looking at our domestic automobile enterprises, most of enterprises have not finished building their information management system, electronic procurement of accessories and parts being only during the phase of the experiment, basically not establishing network marketing system and the application of electronic commerce being during the phase of advertisements and marketing on the internet. Compared with the foreign auto enterprises, our auto enterprises that have originally a weaker strength are now behind them on the competition of implementing electronic commerce. With china accession to the WTO, our auto industry will lose the government's protect and have to face the heavy competition of the foreign automobiles. Therefore, to speed up the pace of the information construction and to put electronic commerce into practice become the most important thing of our auto enterprises.
The thesis puts forward a strategic scheme of developing electronic commerce according to the present situation of our country's automobile enterprises. The chapter 1 introduces the present situation of foreign and domestic auto enterprises electronic commerce, the chapter 2 presenting ERP which is a information system in the automobile enterprises, strictly speaking, ERP is not in the category of enterprise electronic commerce but the base of implementing it. Only building perfect inner information management system, Can enterprise carry out electronic commerce. There state the basic content of
auto enterprise electronic commercial strategies, the chapter 3 analyzing how to implement the electronic procurement of accessories and parts and to establish the B to B electronic platform between the enterprise and the supplier. Electronic procurement can save costs and cut down stocks of the auto manufacturing, which should the first step of developing our country's auto electronic commerce. The chapter 4 recommends how to launch a network auto store and build the B to C electronic commercial platform facing the final users. The chapter 5 analyzes how to make use of distribution management system to transform original marking methods. The chapter 6 presents how the enterprises should establish customer management system at the network era, which is assistant system that can help enterprises better manage customers and keep the old and develop the new.
反观我国汽车企业，大部分企业信息化管理体系还未建成，零部件电子采购也还处于小范围的实验阶段，基本上没有建立网上营销体系电子商务的应用还处于上网宣传和网上市场调研阶段。与国外同行相比，原本实力弱小的中国汽车企业在实施电子商务的竞争又落后一步。加入WTO后，汽车产业将失去政府的保护，直面国外的同行的激烈竞争。因此，加快信息化建设，实施电子商务战略成为我国汽车企业的当务之急。
本文针对我国汽车企业发展现状，提出一套发展电子商务战略方案。本书的第一章介绍了国内外汽车企业电子商务发展的现状；第二章介绍了汽车企业内部的信息系统ERP。严格地讲，ERP并不属于企业电子商务范畴，它是企业进行电子商务的基础。只有建立了完善的内部信息管理体系，企业的电子商务活动才能顺利进行。从第三到第六章是汽车企业电子商务战略的基本内容。第三章分析了如何实现企业零部件电子采购，建立企业与供应商之间的B to B电子平台。电子采购可以使汽车制造企业节省采购成本和减少库存，应该是我国汽车企业发展电子商务的第一步。第四章介绍了企业如何开办网上汽车商店，建立面向最终用户的B to C电子商务平台；第五章分析如何利用分销计划管理系统，对企业原有的销售渠道进行信息化改造；第六章介绍了企业应如何建立网络时代的客户管理系统。这是个企业电子商务活动中的辅助系统。它可以帮助企业在电子商务中更好地进行客户管理，留住老客户，发展新客户。
With the rapid development of the Internet technology, foreign automobile enterprises have completed their own information construction basically, built or participated in building the platform of the electronic procurement by which most of accessories and parts are brought online, established network marketing system by which selling auto on the internet is another method of product distribution. So it is, the electronic commercial era of the foreign automobile enterprises has came here.
Looking at our domestic automobile enterprises, most of enterprises have not finished building their information management system, electronic procurement of accessories and parts being only during the phase of the experiment, basically not establishing network marketing system and the application of electronic commerce being during the phase of advertisements and marketing on the internet. Compared with the foreign auto enterprises, our auto enterprises that have originally a weaker strength are now behind them on the competition of implementing electronic commerce. With china accession to the WTO, our auto industry will lose the government's protect and have to face the heavy competition of the foreign automobiles. Therefore, to speed up the pace of the information construction and to put electronic commerce into practice become the most important thing of our auto enterprises.
The thesis puts forward a strategic scheme of developing electronic commerce according to the present situation of our country's automobile enterprises. The chapter 1 introduces the present situation of foreign and domestic auto enterprises electronic commerce, the chapter 2 presenting ERP which is a information system in the automobile enterprises, strictly speaking, ERP is not in the category of enterprise electronic commerce but the base of implementing it. Only building perfect inner information management system, Can enterprise carry out electronic commerce. There state the basic content of
auto enterprise electronic commercial strategies, the chapter 3 analyzing how to implement the electronic procurement of accessories and parts and to establish the B to B electronic platform between the enterprise and the supplier. Electronic procurement can save costs and cut down stocks of the auto manufacturing, which should the first step of developing our country's auto electronic commerce. The chapter 4 recommends how to launch a network auto store and build the B to C electronic commercial platform facing the final users. The chapter 5 analyzes how to make use of distribution management system to transform original marking methods. The chapter 6 presents how the enterprises should establish customer management system at the network era, which is assistant system that can help enterprises better manage customers and keep the old and develop the new.
引文
1．[英] 罗杰．卡特怀特著，涂欣、方晓、惠晓霜译：掌握顾客关系，广西师范大学，2001
2．[英] 阿伦．杜卡著：抓住顾客的心，科文(香港)出版有限公司，2001
3．[英] 布莱恩．克莱格著：看不见的顾客——成功的网络客户服务战略，新华出版社，2001
4．[美] 弗雷德里克．莱希赫尔德著：忠诚的价值，华夏出版社，1999
5．[美] Ravi Kalakota & Andrew B．Whinston 著，陈雪美译：电子商务管理指南，清华大学出版社，2000
6．宝利嘉编著：客户关系管理解决方案，中国经济出版社，2001
7．黄敏学著：电子虚拟市场的演进与交易，武汉大学出版社，2002
8．黄敏学主编：电子商务，高等教育出版社，2001
9．黄敏学著：网络营销，武汉大学出版社，2000
10．唐纳德 J．鲍尔索克斯，戴维 J．克劳斯著，林国龙等译：物流管理：供应链过程的一体化，机械工业出版社，2000
11．大卫．辛奇-利维等著：供应链设计与管理、概念、战略与案例研究，上海远东出版社，2000
12．道格拉斯．K．麦克贝斯著：供应链一体化方案，上海远东出版社，2000
13．罗杰．布莱克威尔著：重构新千年零售业供应链，上海远东出版社，2000
14．马士华等着：供应链管理，机械工业出版社，2000
15．宁远方著：供应链管理与信息技术，经济科学出版社，2000
16．Ravi Kalakota等著，潇湘工作室译：企业电子商务，人民邮电出版社，2000
17．周建国等编著：电子商务的赢利模式，中国国际广播出版社，2001
18．周树清等编著：电子商务情景案例，中国国际广播出版社，2001
19．吴叔平著：电子商务的价值链与赢利模式，上海远东出版社，2000
20．罗鸿著：ERP原理设计实施，电子工业出版社，2002
21．J．佩帕德等著：业务流程再造，中信出版社，1999
22．刘伯莹等编著：MRP Ⅱ/ERP原理与实施，天津大学出版社，2002
23．王众托著：企业信息化与变革管理，中国人民大学出版社，2001
24．C．埃德沃斯等著：信息系统，中信出版社，1997
25．黄敏学编著：企业电子商务，武汉大学出版社，2002
26．郭顺生，杨明忠：汽车工零部件企业ERP系统开发[J]，汽车工艺与材料，2001 (7)
27．张铸钢：企业实施ERP容易犯的几个错误[J]，计算机辅助设计与制造，2000 (7)
28．邹菁婴：我国汽车企业电子商务实施浅析[J]，经济师，2001 (8)
29．李健，郑如霞：网络时代的客户关系管理[J]，中央财经大学学报，2001 (6)
30．陈希：浅谈客户关系管理系统[J]，中国流通经济，2001 (1)
31．王伟：CRM的商业挑战[J]，信息系统工程，2000 (12)
32．闻佳平：汽车企业电子商务的必由之路[J]，汽车情报，2001 (20)
33．王成恩：供应链中物流及信息流的管理[J]，中国管理科学 2000 (8)
34．鲁耀斌：汽车行业电子商务的实施策略[J]，中国物资流通 2000 (3)
35．鲁耀斌：符合汽车行业特点的电子商务模式及对策[J]，科进进步与对策 2002 (1)
36. Zairi M.Supplier Rartnership for Effective Advanced Manufacturing Technology Implementation: a Proposed Model [J]. Integrated Manufacturing Systems, 1998(9)
37. Kim M.Bayne: Keep Your Loyal Customers E-Business Advisor, 2000.9
38. Ronald S. Swift. Accelerating Customer Relationships: Using Crm and Relationship Technologies, Prentice Hall, 2000.9
39. David Kosiur: Understanding Electronic Commerce. Microsoft Press, 1997
40. Bergeron F,Raymond L, Boudeau MC, et al, Testing BPR common Wisdom. Proceeding of the 29th Annual Hawaii International Conference on System Science Hawaii: IEEE Computer Society. 1996
41. Berry D, Naim M M, Towill DR. Business process reengineering an electronic products supply chain.IEE Proc-Sci Meas Technol, 1995.5
42. Kailar R. Accountability in E-commerce Protocol[J]. Information and Communications. 1999,22(5)
43. Park J S, Sandhur.Rbac. On the Web by Smart Certificates //Proc of the ACM Workshop on Role-Based Access Control [M]. 2000:1-9
44． Pandiarafan V, Martin T, Joiner L L. Recommendations on a New Cellular Encryption Standard Using Elliptic Curve Cryptography // Proc of the IEEE [M] .2001:136-142
45． Ernst M Klupschs , Hauck O. Rapid Protoryping for Hardware Accelerated Elliptic Curve Public-Key Crypto Systems. Proc of the Int Workshop on Rapid System Prototyping [M]. 2001:24-29
46． Yamazakiy, Komatsun. A Secure Communication System Using Biometric Identify Verification [J]. IEICE Trans on Information and Systems ,2001,E84 Dn(7) : 879-884
47． Lin DT . Computer-Access Authenication With Neural Network Based Keystroke Identity Verification [J]. Proc of the IEEE Int Conf on Neua] Networks 2001(1) :174-178
2．[英] 阿伦．杜卡著：抓住顾客的心，科文(香港)出版有限公司，2001
3．[英] 布莱恩．克莱格著：看不见的顾客——成功的网络客户服务战略，新华出版社，2001
4．[美] 弗雷德里克．莱希赫尔德著：忠诚的价值，华夏出版社，1999
5．[美] Ravi Kalakota & Andrew B．Whinston 著，陈雪美译：电子商务管理指南，清华大学出版社，2000
6．宝利嘉编著：客户关系管理解决方案，中国经济出版社，2001
7．黄敏学著：电子虚拟市场的演进与交易，武汉大学出版社，2002
8．黄敏学主编：电子商务，高等教育出版社，2001
9．黄敏学著：网络营销，武汉大学出版社，2000
10．唐纳德 J．鲍尔索克斯，戴维 J．克劳斯著，林国龙等译：物流管理：供应链过程的一体化，机械工业出版社，2000
11．大卫．辛奇-利维等著：供应链设计与管理、概念、战略与案例研究，上海远东出版社，2000
12．道格拉斯．K．麦克贝斯著：供应链一体化方案，上海远东出版社，2000
13．罗杰．布莱克威尔著：重构新千年零售业供应链，上海远东出版社，2000
14．马士华等着：供应链管理，机械工业出版社，2000
15．宁远方著：供应链管理与信息技术，经济科学出版社，2000
16．Ravi Kalakota等著，潇湘工作室译：企业电子商务，人民邮电出版社，2000
17．周建国等编著：电子商务的赢利模式，中国国际广播出版社，2001
18．周树清等编著：电子商务情景案例，中国国际广播出版社，2001
19．吴叔平著：电子商务的价值链与赢利模式，上海远东出版社，2000
20．罗鸿著：ERP原理设计实施，电子工业出版社，2002
21．J．佩帕德等著：业务流程再造，中信出版社，1999
22．刘伯莹等编著：MRP Ⅱ/ERP原理与实施，天津大学出版社，2002
23．王众托著：企业信息化与变革管理，中国人民大学出版社，2001
24．C．埃德沃斯等著：信息系统，中信出版社，1997
25．黄敏学编著：企业电子商务，武汉大学出版社，2002
26．郭顺生，杨明忠：汽车工零部件企业ERP系统开发[J]，汽车工艺与材料，2001 (7)
27．张铸钢：企业实施ERP容易犯的几个错误[J]，计算机辅助设计与制造，2000 (7)
28．邹菁婴：我国汽车企业电子商务实施浅析[J]，经济师，2001 (8)
29．李健，郑如霞：网络时代的客户关系管理[J]，中央财经大学学报，2001 (6)
30．陈希：浅谈客户关系管理系统[J]，中国流通经济，2001 (1)
31．王伟：CRM的商业挑战[J]，信息系统工程，2000 (12)
32．闻佳平：汽车企业电子商务的必由之路[J]，汽车情报，2001 (20)
33．王成恩：供应链中物流及信息流的管理[J]，中国管理科学 2000 (8)
34．鲁耀斌：汽车行业电子商务的实施策略[J]，中国物资流通 2000 (3)
35．鲁耀斌：符合汽车行业特点的电子商务模式及对策[J]，科进进步与对策 2002 (1)
36. Zairi M.Supplier Rartnership for Effective Advanced Manufacturing Technology Implementation: a Proposed Model [J]. Integrated Manufacturing Systems, 1998(9)
37. Kim M.Bayne: Keep Your Loyal Customers E-Business Advisor, 2000.9
38. Ronald S. Swift. Accelerating Customer Relationships: Using Crm and Relationship Technologies, Prentice Hall, 2000.9
39. David Kosiur: Understanding Electronic Commerce. Microsoft Press, 1997
40. Bergeron F,Raymond L, Boudeau MC, et al, Testing BPR common Wisdom. Proceeding of the 29th Annual Hawaii International Conference on System Science Hawaii: IEEE Computer Society. 1996
41. Berry D, Naim M M, Towill DR. Business process reengineering an electronic products supply chain.IEE Proc-Sci Meas Technol, 1995.5
42. Kailar R. Accountability in E-commerce Protocol[J]. Information and Communications. 1999,22(5)
43. Park J S, Sandhur.Rbac. On the Web by Smart Certificates //Proc of the ACM Workshop on Role-Based Access Control [M]. 2000:1-9
44． Pandiarafan V, Martin T, Joiner L L. Recommendations on a New Cellular Encryption Standard Using Elliptic Curve Cryptography // Proc of the IEEE [M] .2001:136-142
45． Ernst M Klupschs , Hauck O. Rapid Protoryping for Hardware Accelerated Elliptic Curve Public-Key Crypto Systems. Proc of the Int Workshop on Rapid System Prototyping [M]. 2001:24-29
46． Yamazakiy, Komatsun. A Secure Communication System Using Biometric Identify Verification [J]. IEICE Trans on Information and Systems ,2001,E84 Dn(7) : 879-884
47． Lin DT . Computer-Access Authenication With Neural Network Based Keystroke Identity Verification [J]. Proc of the IEEE Int Conf on Neua] Networks 2001(1) :174-178