电子商务模式研究
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摘要
电子商务模式,是指构成电子商务的诸多要素,各种不同的组合形式及电子商务运营管理的方式与方法。电子商务模式是新时期企业经营活动中的重要问题。电子商务模式如何进行分类、电子商务模式影响因素分析以及电子商务模式的选择是本文研究的重点。
论文评述了国内外电子商务模式研究现状,定义了电子商务模式,提出了电子商务模式分类方法及模式体系。
论文在考察企业资源、市场竞争环境、宏观环境因素对电子商务模式影响作用的基础上,揭示了各类因素的作用机理和电子商务模式的演进路径。
论文结合中国电子商务具体情况,在理论研究的基础上,提出了电子商务模式选择理论和方法。构建了电子商务模式评价指标体系,确定了电子商务模式评价标准及评价指标权重,进而建立了电子商务模式选择评估模型。
论文研究了电子商务运营流程与风险管理,分析了电子商务运营中存在的问题并给出了对策。
论文在实证研究方面,运用本文提出的电子商务模式选择评估模型,对现有企业进行了评估,给出了电子商务模式的综合评估结果及相应对策。
With the progress of technology, e-Business is developing quickly around the world. Between 2004 and 2005, some new e-Business models appeared around the world, and China also achieved successes in some e-Business models. Chinese government will put great efforts in e-Business development; therefore, e-Business model is an important issue of enterprise operation in the new period. This thesis focuses on ways to classify e-Business models, analysis of influencing factors of e-Business model and evaluation and selection of e-Business model.
Through deep analysis of e-Business model, this paper develops from practices to theoretical researches, and reveals the influencing factors of e-Business model and the internal principle. By combining qualitative and quantitative methods to build e-Business model selection model, this paper provides theoretical supports to innovation, selection and operation of e-Business models and directs practice. These researches have important theoretical and practical meaning. The essential meaning is to help enterprises that are devoted to e-Business choose and design e-Business model that is suitable for their development according to Chinese situations. This paper provides theoretical support to foster healthy, harmonious and sustainable development of e-Business in China.
I. E-Business Model Classification and Systems
E-Business model is composed of factors composing e-Business, different combination styles and ways and methods of operation management of e-Business.
E-Business model consists of e-Business space model, e-Business scale model, e-Business level model, e-Business business range model and e-Business operation management model. E-Business space model falls into local model, transregional model and transnational model; e-Business scale model can be classified as big, medium or small e-Business; e-Business level model falls into preliminary, advanced and higher e-Business depending on its operation service level; e-Business business range model can be professional or comprehensive according to its business range; e-Business operation management model falls into exclusive and joint e-Business basing on the number of companies managed.
E-Business model system consists of the specific ordinal combination of e-Business management range model, e-Business operation management model, e-Business scale model, e-Business space model and e-Business level model. Each specific model is limited conditionally; therefore, in general, e-Business model system is not a combination of all but the possible specific models.
II. Factors Affecting E-Business Model and Their Function
There are three broad categories of factors affecting e-business models. The first one is their own factors. The second one is market competition including competition, demand and efficiency. The third one is the macro-environment including the political and legal (P), the economy (E), the social and culture (S) and information technology (T). The factors that compose the development of e-Business have something to do with the development of e-Business. Various factors are interactional and interdependent.
Enterprise’s own talents, strength, management and macroeconomic including the political and legal environment, the economy, the social and culture and information technology are guarantee factors of e-Business. Market competition is the incentive factor. These factors play an important role in the formation and development of different types of e-Business models. Information technology, economic factor are the material and technological foundation for e-Business models; market factor and efficiency factor are enterprises and consumers’reason and motivation to use e-Business; social and cultural factor, political and legal factor have an important role in guiding and supporting conditions for the formation and development of e-Business. Meanwhile the enterprise itself is the source of developing e-Business. Enterprise’s e-Business model acts on the market, in turn, the market will influence the market factor; and then further promote the innovation of e-Business model.
Small-scale, region's and primary e-Business models under the influence of incentive factors and protection factors, along with the ever-rising level of all factors, will turn into large-scale, international and advanced e-Business. Meanwhile, in this process of evolution, professional models will convert into integrated models. And operation management model will convert from the independent into the joint.
III. Selection of E-Business model
Six principles of e-Business model selection are playing advantage, attracting new clients, providing convenience, increasing profit, adapting market, exploring and innovating.
Conditions of e-Business model selection include the market, the strength of enterprises, enterprise management, enterprise products and services, human resources, supply chain and logistics and distribution etc.
The process of e-Business model selection is analyzing the internal and external resources of enterprise, establishing indicator system for evaluation of e-Business model and integrated assessment model, calculating value of integrated assessment, determining degrades and types of e-Business model that was chosen primarily, assessing e-Business model according to the single indicator evaluation criteria, determining the specific enterprise e-Business model, implementing the e-Business model.
In this paper, an indicator system for evaluating the primary e-Business model is constructed. It can assess the actual situation of enterprises and the environment surrounding it. This system can be divided into three layers. The first layer consists of enterprise resources, market demand and supply, supporting environment and benefit. In the second layer, indicators from the first layer are decomposed into 13 indicators. Based on further decomposition of the indicators in the second layer, the third layer is composed of 26 evaluation indicators.
The method for primarily choosing the e-Business model is the one combined Delphi and AHP. Experts determine the comprehensive assessment criteria for the scheme of choosing the e-Business models, the e-Business models evaluation weights, the method of standardizing different indicator values, the method of calculating the comprehensive assessment, and then establish an evaluation model of e-Business model.
A primary e-Business model indicates the comprehensive capacity of specific enterprise in specific area. For determining specific e-Business model, the single indicator evaluation and the feasibility analysis are needed. One specific scheme of e-Business model is composed of the object (commodities) scheme, the internal basic scheme and the operating procedure scheme.
IV. E-Business Operations and Risk Management
The procedure of e-Business is the specific means of operating the e-Business and creating value for enterprise. The process of e-Business operation is divided into the independent and the joint. The independent process means that one enterprise operates and manages the e-Business independently. The joint process means co-operation and management are done by a number of e-Business enterprises. Both of them are composed of foreground and background.
Factors for e-Business risk include political and legal risks, economic risks, social and cultural risks, information technology risks, competition risks, demand risk, resources risk, investment risk, operational risk and profitability risk. The evaluation method of the e-Business model risk is pointed out in this paper.
There are some problems with the operation of e-Business such as the veracity of information, the degree of standardization for commodities, the experience of commodities, after-sales service, product quality, credit, the means of payment and delivery etc. Corresponding countermeasures for solving problems are to fully consider the characteristics of commodities, segment the market, build up brands, improve the operation platform of e-Business model, and enhance the credit system.
V. Demonstration of E-Business Selection
Assess the Sohu, Jilin Jiaju, Jilin Unicom's e-Business model choice with integrated assessment model. On the base of studying the original data coming from the assessment model of Sohu, Jilin Jiaju, Jilin Unicom's e-Business models, standardize the data by the method of indicator standardization, combine with the corresponding weights, calculate the score of level 1 and 2, and the final comprehensive assessment score.
Finally, Sohu got ECI=90.23. According assessment criterion, it's suitable for Sohu to choose a medium intermediate and transregional professional e-Business model and joint operation management model.
And also some measures were specifically proposed just like resource integration, target location and marketing strategy.
Jilin Jiaju got ECI=64.32. According assessment criterion, it should choose local, small, junior and professional e-Business model and initially, independent operation management model is suitable. And then the paper gives out the strategy of goal location, function location, marketing, profitable way.
At last Jilin Unicom got ECI=77.93. According assessment criterion, Jilin Unicom can adopt transregional in this province, medium, intermediate, integrated e-Business model, choose self and joint operation model. In the last the paper proposes the strategy of goal location, function location, product location, marketing channel and operation management.
In short, the selection and the implementation of e-Business models need to have good enterprise fundament, the basis of market and the infrastructure of macroeconomic environment. Besides this, compatibility of all key points and operating cannily are necessary. Only when the e-Business model and internal processes and facilities compose into an organic whole, the growth of enterprise’s e-Business can be healthy, harmonious and sustainable development.
论文评述了国内外电子商务模式研究现状,定义了电子商务模式,提出了电子商务模式分类方法及模式体系。
论文在考察企业资源、市场竞争环境、宏观环境因素对电子商务模式影响作用的基础上,揭示了各类因素的作用机理和电子商务模式的演进路径。
论文结合中国电子商务具体情况,在理论研究的基础上,提出了电子商务模式选择理论和方法。构建了电子商务模式评价指标体系,确定了电子商务模式评价标准及评价指标权重,进而建立了电子商务模式选择评估模型。
论文研究了电子商务运营流程与风险管理,分析了电子商务运营中存在的问题并给出了对策。
论文在实证研究方面,运用本文提出的电子商务模式选择评估模型,对现有企业进行了评估,给出了电子商务模式的综合评估结果及相应对策。
With the progress of technology, e-Business is developing quickly around the world. Between 2004 and 2005, some new e-Business models appeared around the world, and China also achieved successes in some e-Business models. Chinese government will put great efforts in e-Business development; therefore, e-Business model is an important issue of enterprise operation in the new period. This thesis focuses on ways to classify e-Business models, analysis of influencing factors of e-Business model and evaluation and selection of e-Business model.
Through deep analysis of e-Business model, this paper develops from practices to theoretical researches, and reveals the influencing factors of e-Business model and the internal principle. By combining qualitative and quantitative methods to build e-Business model selection model, this paper provides theoretical supports to innovation, selection and operation of e-Business models and directs practice. These researches have important theoretical and practical meaning. The essential meaning is to help enterprises that are devoted to e-Business choose and design e-Business model that is suitable for their development according to Chinese situations. This paper provides theoretical support to foster healthy, harmonious and sustainable development of e-Business in China.
I. E-Business Model Classification and Systems
E-Business model is composed of factors composing e-Business, different combination styles and ways and methods of operation management of e-Business.
E-Business model consists of e-Business space model, e-Business scale model, e-Business level model, e-Business business range model and e-Business operation management model. E-Business space model falls into local model, transregional model and transnational model; e-Business scale model can be classified as big, medium or small e-Business; e-Business level model falls into preliminary, advanced and higher e-Business depending on its operation service level; e-Business business range model can be professional or comprehensive according to its business range; e-Business operation management model falls into exclusive and joint e-Business basing on the number of companies managed.
E-Business model system consists of the specific ordinal combination of e-Business management range model, e-Business operation management model, e-Business scale model, e-Business space model and e-Business level model. Each specific model is limited conditionally; therefore, in general, e-Business model system is not a combination of all but the possible specific models.
II. Factors Affecting E-Business Model and Their Function
There are three broad categories of factors affecting e-business models. The first one is their own factors. The second one is market competition including competition, demand and efficiency. The third one is the macro-environment including the political and legal (P), the economy (E), the social and culture (S) and information technology (T). The factors that compose the development of e-Business have something to do with the development of e-Business. Various factors are interactional and interdependent.
Enterprise’s own talents, strength, management and macroeconomic including the political and legal environment, the economy, the social and culture and information technology are guarantee factors of e-Business. Market competition is the incentive factor. These factors play an important role in the formation and development of different types of e-Business models. Information technology, economic factor are the material and technological foundation for e-Business models; market factor and efficiency factor are enterprises and consumers’reason and motivation to use e-Business; social and cultural factor, political and legal factor have an important role in guiding and supporting conditions for the formation and development of e-Business. Meanwhile the enterprise itself is the source of developing e-Business. Enterprise’s e-Business model acts on the market, in turn, the market will influence the market factor; and then further promote the innovation of e-Business model.
Small-scale, region's and primary e-Business models under the influence of incentive factors and protection factors, along with the ever-rising level of all factors, will turn into large-scale, international and advanced e-Business. Meanwhile, in this process of evolution, professional models will convert into integrated models. And operation management model will convert from the independent into the joint.
III. Selection of E-Business model
Six principles of e-Business model selection are playing advantage, attracting new clients, providing convenience, increasing profit, adapting market, exploring and innovating.
Conditions of e-Business model selection include the market, the strength of enterprises, enterprise management, enterprise products and services, human resources, supply chain and logistics and distribution etc.
The process of e-Business model selection is analyzing the internal and external resources of enterprise, establishing indicator system for evaluation of e-Business model and integrated assessment model, calculating value of integrated assessment, determining degrades and types of e-Business model that was chosen primarily, assessing e-Business model according to the single indicator evaluation criteria, determining the specific enterprise e-Business model, implementing the e-Business model.
In this paper, an indicator system for evaluating the primary e-Business model is constructed. It can assess the actual situation of enterprises and the environment surrounding it. This system can be divided into three layers. The first layer consists of enterprise resources, market demand and supply, supporting environment and benefit. In the second layer, indicators from the first layer are decomposed into 13 indicators. Based on further decomposition of the indicators in the second layer, the third layer is composed of 26 evaluation indicators.
The method for primarily choosing the e-Business model is the one combined Delphi and AHP. Experts determine the comprehensive assessment criteria for the scheme of choosing the e-Business models, the e-Business models evaluation weights, the method of standardizing different indicator values, the method of calculating the comprehensive assessment, and then establish an evaluation model of e-Business model.
A primary e-Business model indicates the comprehensive capacity of specific enterprise in specific area. For determining specific e-Business model, the single indicator evaluation and the feasibility analysis are needed. One specific scheme of e-Business model is composed of the object (commodities) scheme, the internal basic scheme and the operating procedure scheme.
IV. E-Business Operations and Risk Management
The procedure of e-Business is the specific means of operating the e-Business and creating value for enterprise. The process of e-Business operation is divided into the independent and the joint. The independent process means that one enterprise operates and manages the e-Business independently. The joint process means co-operation and management are done by a number of e-Business enterprises. Both of them are composed of foreground and background.
Factors for e-Business risk include political and legal risks, economic risks, social and cultural risks, information technology risks, competition risks, demand risk, resources risk, investment risk, operational risk and profitability risk. The evaluation method of the e-Business model risk is pointed out in this paper.
There are some problems with the operation of e-Business such as the veracity of information, the degree of standardization for commodities, the experience of commodities, after-sales service, product quality, credit, the means of payment and delivery etc. Corresponding countermeasures for solving problems are to fully consider the characteristics of commodities, segment the market, build up brands, improve the operation platform of e-Business model, and enhance the credit system.
V. Demonstration of E-Business Selection
Assess the Sohu, Jilin Jiaju, Jilin Unicom's e-Business model choice with integrated assessment model. On the base of studying the original data coming from the assessment model of Sohu, Jilin Jiaju, Jilin Unicom's e-Business models, standardize the data by the method of indicator standardization, combine with the corresponding weights, calculate the score of level 1 and 2, and the final comprehensive assessment score.
Finally, Sohu got ECI=90.23. According assessment criterion, it's suitable for Sohu to choose a medium intermediate and transregional professional e-Business model and joint operation management model.
And also some measures were specifically proposed just like resource integration, target location and marketing strategy.
Jilin Jiaju got ECI=64.32. According assessment criterion, it should choose local, small, junior and professional e-Business model and initially, independent operation management model is suitable. And then the paper gives out the strategy of goal location, function location, marketing, profitable way.
At last Jilin Unicom got ECI=77.93. According assessment criterion, Jilin Unicom can adopt transregional in this province, medium, intermediate, integrated e-Business model, choose self and joint operation model. In the last the paper proposes the strategy of goal location, function location, product location, marketing channel and operation management.
In short, the selection and the implementation of e-Business models need to have good enterprise fundament, the basis of market and the infrastructure of macroeconomic environment. Besides this, compatibility of all key points and operating cannily are necessary. Only when the e-Business model and internal processes and facilities compose into an organic whole, the growth of enterprise’s e-Business can be healthy, harmonious and sustainable development.
引文
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