Based e-commerce business model innovation marketing analysis

[Abstract] 21st century, e-commerce to flourish, with the users to the increasing number of online shopping is becoming the most common consumption patterns in e-commerce environment, enterprises according to their own characteristics, take full advantage of the characteristics of the existing marketing model to make innovation, so that marketing model to adapt to new market environment, thus encouraging competition in the market to gain an advantage.

[Keywords:] e-marketing model innovation

With the trend of economic globalization is increasingly clear, the importance of Information to the business are becoming increasingly prominent. Whether the market can quickly grasp the rapidly changing Information and make a good deal is the main problem facing the current business e-commerce as a new century, the rapid development of industry, with high-tech, Information spread quickly, fast and wide coverage is slowly changing the characteristics of the existing market structure. The traditional marketing model with a slow response, narrow spread, the shortcomings of higher cost in electronics business environment, modern enterprises must take full advantage of the benefits of e-commerce into their existing marketing model, to adjust their marketing model, marketing model for business innovation, in order to gain a competitive advantage in the market, to ensure sustainable development of enterprises.

First, the identification and development of the concept of e-commerce
E-commerce in the narrower sense is the electronic transactions through the online products, services, Information, transaction e-commerce model is not only changed the physical product sales model, but also makes possible the virtual product transactions. Broadly speaking, electronic Business also includes internal business activities such as production, management, and business and commercial activities between enterprises through e-commerce, the producers, consumers, partners in the Internet, Intranet and Extranet use of Information technology on the existing system, thereby to carry out business activities.

E-commerce via EDI from the beginning of the transfer to the private network to operate on the Internet now has 20 years of history. E first is the rise in developed countries, in a few years, with its incomparable advantages quickly swept the market , changing the market structure by changing the existing business model, e-commerce is quietly changing the business activities of the market, but also change people's daily life due to the characteristics of e-commerce, with its rise, successfully create a new customer-centric business model in e-commerce environment, customers can quickly and accurately, a lot of access to relevant product information, making product information (form, function and price become transparent, customers can receive the lowest price favorite products.

E-commerce with low pay, low-cost, no constraints of time, the user a wide range of features, customers can directly communicate with the company, which also contributed to the birth of personalized products and development, making the customization as possible, and significant savings costs. With the emergence of electronic commerce, eliminating the traditional marketing in the middle of the environment, saving the cost of business, improve management and service levels.

Second, e-commerce environment
E-commerce needs of the environment, in addition to the traditional business model such as banks need to pay, media endures, there are other requirements now need to address e-business environment can be divided into the following three points: the payment system, logistics system , security system.

With the development of electronic commerce, online payment system corresponding to be established. Been to a few years time, China's banks have basically launched an online payment feature, which is the inevitable result of e-commerce development, but also for e-commerce provided a guarantee for further development With the development of e-commerce, online payments are only a certificate from the previous payment function, the development of the existing certificate, SMS and other payment models. SMS payment models opened, making online payments are not allowed to use U Shield makes it possible to pay at any time.

After completion of online transactions, the seller will be sent to buyers in the hands of physical products, which involves the logistics and distribution center on the issue this year, China's logistics industry is due to fast-taught e-commerce to flourish. No logistics support, goods can not be promptly delivered to the hands of customers, will not be able to complete the transaction because the logistics system is self-evident in the importance of e-commerce.

As a customer, when conducting online transactions than most worried about security issues. Disclosure of personal information, access to timely payment products are customer concerns now have established e-commerce security certification national legal system, through coercive means to protect the interests of customers. Alipay successful operation but also to solve the customer's concern for the credibility of online shopping. Nevertheless, our existing law or the existence of a number of vulnerabilities, network or frequency of fraud have occurred. how to create a safe and harmonious country and the world e-commerce environment is a topic of concern.

Third, the impact of e-business
1 e-commerce opportunities and challenges
The Internet has become the world's largest network, it has a huge user base, China alone has nearly 500 million users. Have caused such a huge market of enterprises concerned, can be said that the Internet is the largest market where the business based on Internet E-commerce on business with the ineffable attraction of e-commerce, low-cost, high coverage, fast response force is the dream of business by high coverage of e-commerce, business to the fastest speed, lowest cost their products to as many customers as display, as soon as possible to spread sales network, saving the intermediate links and increase profits.

As a large developing country that we, in good industrial economy also requires a commitment to building the information economy, but economic development and only ready to accept the challenges of information and knowledge-based economy, can China in a highly competitive 21st century the formation of a true core competencies. Thus the industrialization of China is to complete the construction of information simultaneously, which is facing the dual challenge of China, but also the challenges faced by Chinese enterprises. In these challenges, Chinese enterprises should change their marketing as soon as possible model, a good e-commerce integration into existing marketing model, the existing models to play with the dual advantages of e-business for enterprises in the fierce market competition to get a good competitive advantage, enhance its strength, while promoting the steady development of Chinese economy and society.

Links to free download http://www.hi138.com 2. E-commerce to bring change
As e-commerce itself has the characteristics of leading enterprises in marketing activities to reduce intermediate links, greatly reduces the cost, which would inevitably lead to the restructuring of departments within the enterprise e-commerce in addition to reflecting the impact of the business model and information technology in the trading , also caused a chain reaction. shorten the supply chain, the core sectors of the market from the original marketing department to the existing Ministry of Information, which led to internal restructuring. Department of Enterprise from the original market-oriented changes to the current marketing co-exist with the Ministry of Information, many sales outlets due to the impact of e-commerce has been reduced. Can be said that e-commerce is the driving force of change within the enterprise where the reorganization. Without change there will be redundant within the enterprise sector, not only can not play the original capacity has become a drag. Only through e-commerce business opportunity, as soon as possible internal reorganization to adapt to the new market environment, to regain a competitive advantage.

3. The impact of e-business environment for enterprise
E-commerce not only involved in business activities, but also affect the company's management activities. The establishment of enterprise local area network to provide enterprises with information sharing platform, managers can LAN with employees and partners to communicate, corporate policy, business strategy can also be the first time communicated to all internal staff, unify thinking, enthusiasm for the business development efforts.

Through e-commerce enterprises in production and business activities, more timely access to consumer information, as soon as possible to complete the picking, on the network to achieve the interaction with customers, reduce costs, improve efficiency, and thus more profits. In the context of e-business, network marketing business if it does not carry out, will be difficult to get a foothold.

The role of the Internet, the firm became a member of the global business cycle. Business is public information on the Internet by all users to browse, and enterprises can also check on the Internet to other required information, so a lot of business can be done on the Internet, greatly reducing the cost of information processing, reducing the cost of looking for partners to improve efficiency, get more benefits.

Because the Internet is a business gathering, so customers can enjoy the Internet on the selection of their favorite products, and can be completed online and compare related products, and ultimately complete the transaction. It is because of product changes with the high degree of price transparency , business services often become the key to competition. which has caused the emergence of electronic commerce to improve business service levels, including online services and after-sales service.

Fourth, the e-business environment, corporate marketing model innovation
E-commerce has brought changes to the enterprise, companies do an internal restructuring at the same time, the need to make adjustments to the existing marketing models and innovation. The existing market structure to become involved because of the different e-commerce, companies in the market for new ability to develop appropriate marketing model has become particularly important in the preservation of the marketing model advantages, make full use of e-commerce, so that the two do to maximize the integration, one plus one is greater than to play the role of competition in the market leading position. corporate marketing model can not be stereotyped, enterprises need according to their different characteristics designed to meet their marketing model and only the right is the best, right itself, the marketing for the market mode in order to bring a steady stream of interest for the business, gain competitive advantage. Links to free download http://www.hi138.com