英國留學生營銷類dissertation指導：企業電子商務現狀問題分析Enterprise e-business process problems and countermeasures
E-commerce is a new field of information technology development and the only way for enterprise information , it can help companies reach new customers, increase customer loyalty, rationalize operations , a faster way to market products and services . Means to conduct online transactions through e-commerce and access to more international markets is an inevitable choice for enterprises . Years of practice shows that the development of e-commerce in the United Kingdom significant imbalance between the stage and a large number of problems constraining the development of e-commerce enterprises .
電子商業上的事務是一個極新的領域，是信息技術進展和公司信息化的必由之路，它可以幫忙公司接觸新的客戶，增加客戶忠誠度，合理化運作，以更快的形式將產品和服務推向市場。
1 . British business e-commerce process is facing problems
1．英國企業電子商務進程面臨的問題
1.1 lack of e-commerce business environment , from the point of view both businesses and consumers showed lack of understanding , you need to actively nurture and guide the market
1．1匱缺電子商業上的事務的經濟活動大背景，從公司和消費者來看都表達為意識上的不充足，需求積極施行市場的培養和指導
Currently, most e- business attitude to the development of two main types : one showing too pessimistic , that its hardware and software technology and capital needed to invest large wide , too difficult , difficult to implement ; another class is considered business as long as "a network on the soul " , there is a site , buy some hardware and software that is loaded on to engage in e-commerce, not able to play a business advantage rashly into the market, resulting in human, financial , and material losses , the poor performance . Meanwhile, the consumer's shopping concepts and methods obsolete , traditional shopping habits are " seeing , Shoumo , ears , mouth taste " , the general lack of intuitive feel online shopping and security ; public high frequency of transactions with the business , but the deal the amount is small, basic stay in manual labor , the lack of e-commerce knowledge and skills.
到現在為止，大多公司對進展電子商業上的事務所持的舉止神情主要有兩類：一類表達出太過不樂觀，覺得其所需的軟硬件技術及資本投入量大面廣，困難程度太大，難于實行；另一類則覺得公司只要“一網就靈”，有個網址，買些硬件，裝上軟件就是在搞電子商業上的事務，沒能施展公司優勢就隨便入市，導致人、財、物的虧損，功效不佳。
1.2 is currently the UK is still very low level of enterprise information , IT infrastructure and management foundation is weak
In the 15,000 large and medium enterprises , only 10 % of companies basic realization of the information , in SMEs , this ratio lower . IT environment is poor , the department asked each array, the information can not be achieved electronically, integrated, high operating costs ; lack of professionals , there is no reasonable standard logistics system, the ERP, SCM, CRM projects such as the lack of complete understanding and the necessary management , enterprise information resources , customer resources, production resources, human resources and other aspects of mining and not to maximize coordination , which restricts the core competitiveness of enterprises improved. To enterprises to implement CRM (customer relationship management ) , for example, although CRbl implementation of some functions may not be required to achieve high level of information technology , but the current level of information technology as a process on top of CRM, in order to obtain comprehensive promotion and substance sexual development , there must be a solid foundation rr ; advanced customer relationship management applications must use Intemet tools and platform with a variety of customer relationships, channel relationships synchronization occurs , precise , consistent and supportive of the development of e-commerce strategy and eventually become a driving force to achieve the basic e-commerce . If in the case of poor IT infrastructure start- CRM, even if the choice even the best software vendors and consulting firms, can not achieve the desired effect. Therefore, enterprises should implement CRIVl according to the degree to determine the requirements for the IT infrastructure , and constantly complements IT infrastructure.
1.3 high cost of enterprise e-commerce operation
E-commerce based on information networks , mainly the Internet business activities, its information network bandwidth and speed requirements higher, while the UK lacks the necessary information service environment , there is no infrastructure standards and network protocols and complementary products , services Gao became the common concerns of businesses and their customers , reducing the corporate site visits , weakened corporate commercial transactions via the Internet 's ability to earn income . On the one hand , e-commerce is based on e- commerce and e-finance , the current network infrastructure has yet to complete the financial industry itself is not yet fully realized electronically , and e- commerce has significantly lagged behind the financial electronic , which clearly restricts the survival of e-commerce , development of space ; the other hand , the promotion of e-commerce focused on technical barriers to the performance of the network transmission speed and reliability , the current Internet transmission speed is slow, often there is network congestion , but also exist, such as software , circuit , system and other factors that are not reliable , so that enterprises are facing a lot of difficulties and risks.
1.4 lack of financial support system of financial support and reliable payment system
Internet economy profit model apparent in the lag, requires a lot of long-term financial support , the development of venture capital markets need two boards simultaneously coordinated development and support. Currently the official launch of the GEM market dragged only rely on their own funds and bank loans, need a lot of money into the business is just " drop in the bucket " ; existing management system of information industry concentration and monopoly restricts competition in the market , promote the use of e-commerce cause some obstacles. Meanwhile , online security and privacy needs to be improved , high-tech enterprises, especially start-ups , online e-commerce inquiry, quotation, transaction , contract , involving a large number of trade secrets and public privacy , credit cards and other electronic payment methods in use the security and confidentiality become the focus of public attention . In early 1998 , some people use the news network to find common technical means easily from a number of commercial sites to steal more than 80,000 credit card numbers and passwords , visible , e-commerce activities lack the necessary sound credit tracking system and reliable payment system , a large number of public choice or browse online , offline shopping , hindering the Internet as a business platform for the wide acceptance and development.
2 . British business e-commerce Strategies
E-commerce has changed business models , the use of the Internet in the online information flow , business flow , capital flow and logistics part of the complete realization of the parties follow an open , transparent , and procedures at no time limit for worldwide weather transaction , the traditional management methods and means were not suited to online business activities, through the " internet bubble " pains , the enterprise should calmly analyze the market environment, grasp the economic operation rules , rational analysis of the strength of their own , find the appropriate market entry point implementation of e-commerce, construction and the formation of the competitiveness of enterprises , therefore, should focus on the following questions:
2.1 pairs of enterprises to implement accurate positioning, improve its means of modern information technology and e-commerce awareness level
Internet is both an information platform , but also a business platform for the sharing of resources , companies used well, will get a good effect on the market . To enterprises to implement online advertising , for example, the effect of their advertisements in the ratings , audience , influence, products, information , and cost are better than other traditional media .
In addition, enterprises should make full use of E - mail, e- book and other functions to build their own information feedback system , in both attract and retain customers and business partners and suppliers to communicate and exchange information in a timely manner to support business activities of enterprises in the production, supply , personnel , financial and other activities of automation, starting from their own conditions for accurate market positioning , and understand the development of e-commerce opportunities and risks , to develop practical development strategies to ensure business investment earnings.
2,2 accelerate the development of electronic commerce information infrastructure needed pace of information technology and business
Currently , high-speed multimedia broadband communications UK construction progress. Provinces to have separate high-speed high-bandwidth multimedia communication network construction and planning, the national network has not yet formed a large scale . People's Bank in the United Kingdom announced seven measures to contain currency loans : bank loans vigorously to guide and promote the Internet industry to information and tilt ; support the expansion and development of information and communication products, information infrastructure, web conferencing facilities , network security facilities, internet educational facilities, remote office systems development and construction of facilities, etc. , etc. , which will provide a good e-commerce enterprises operating environment . Meanwhile enterprise information management involving all sectors of business , from the horizontal perspective, including production, purchasing, sales, quality, financial , service, etc. ; From the vertical perspective , including the underlying business processes, mid-level data analysis , high-level decision support. Developed countries will present the content development of enterprise information into a series of software, such as ERP (enterprise resource planning ), ScM ( Supply Chain Management ), CRM ( customer relationship management ), E-c ( e ) , etc. These systems are both based on computer , software, network technology , but also contains advanced management ideas . Enterprises should establish a market-oriented system of business processes , improve product catalog , process parameters , management practices, rules and regulations, incentive and restraint mechanisms , if an enterprise can manage software contains advanced management ideas and their existing management and infrastructure combined with up , the level of corporate information will be significantly improved , with the face of global business competition strength.
2.3 accelerated professional training , supply chain management , improve the logistics system
Related to electronic commerce has become a serious shortage of professionals in business and society issues common to the training of professionals currently combined with the actual , to carry out training and in-service training school model combining short and long term , in capital investment, professional setting , faculty , training and practice , etc. should be the government and the community 's attention and accelerate the training of qualified professionals . On the other hand , in e-commerce mode, the supply chain is not limited to the enterprise, only through communication medium pre-specified suppliers , manufacturers , distributors, retailers and customers were linked but extends to suppliers and customers, to establish a cross-enterprise collaboration , covering everything from product design , demand forecasting , outsourcing , manufacturing, distribution , transportation, storage and customer service processes . Strengthen enterprise supply chain management , you can make rational resource flows in the supply chain network , shorten lead times, reduce inventory, and self-service transactions by providing self-service to reduce costs, increase speed and accuracy , improve the competitiveness of enterprises . Should also improve the logistics system, improving transport and ancillary facilities unreasonable conditions , improve transportation, warehousing capacity to ensure safe and efficient logistics , construction, fit the requirements of logistics information systems, applications, EDI, EOS, GPS, CODEBAR other new technologies, the implementation of the goods dynamic tracking and automatic processing of information ; take the form of customized logistics agent service , the development of third-party logistics , to carry out a comprehensive logistics agent suitable conditions , reduce costs , improve efficiency, solve the bottleneck problem of e-commerce development .
2.4 actively establish two panels ( GEM ) market, providing funding
Competition will lead to the development of high-tech start-ups to speed up the process of the scale , the development of the network economy , venture capital and the stock market has become two important aspects , the second board market for entrepreneurs to generate investments and exit mechanisms , venture capital and two plates market interdependent and coordinated development. Britain set up the second board market can learn from the experience of the United States and Hong Kong , such as : strengthening information disclosure system of market makers and implementing sitting ; sponsorship system and the introduction of independent director system , develop appropriate specific rules for the operation ; improve , and strengthen corporate governance structure the sources of funding for enterprises to provide financial support .
2.5 pairs of online payment tool implementation and management, to ensure safe and reliable transactions
Central banks should regulate online payment tool and strict management and coordination , build automation tool for online payment monitoring and management, research development and online payment related policies, laws and norms, clearly related parties ( eg consumers, merchants , banks and the operator ) the powers and duties , provide the legal basis for the safety and security of payment . Meanwhile, the construction of a unified national digital certificate management center staff confirmed to participate in e-commerce activities ( including consumers , merchants , banks , business tax , the government administration ) legal status , to ensure safe and reliable transactions .
As information technology continues to develop , improve standards and strengthen security technology research , enterprises must constantly learn foreign advanced mode of operation , make full use of existing national and enterprise information infrastructure and technical means to carry out e-commerce , government, related research institutions and enterprises attach importance to the cultivation of appropriate government to increase investment in e-commerce , finance, technology , research, policies, regulations and international cooperation to provide support to the UK e-commerce business will be steady development process , will there are more companies to benefit and improve core competitiveness , create more business value.
