On the foreign trade enterprises to the domestic use of e-business strategy analysis

Paper Keywords: foreign trade enterprises to the domestic e-commerce
Abstract: Due to fluctuations in international market demand, the risk of increased exports, foreign trade enterprises to upgrade their own slow, the domestic market of huge space for development and other reasons, foreign companies must also use domestic and international markets, foreign trade enterprises to the domestic e-commerce is an important channel, reduce the use of e-commerce to the domestic but also foreign trade enterprises of the risks and costs, but also conducive to the integration of resources, foreign trade enterprises, foreign companies can take advantage of e-business models are third-party platforms, self-built platforms and enterprise collaboration platform, three, foreign trade enterprises should take the strategy to make good use of e-commerce in order to accelerate the switch to domestic sales.


1 foreign trade enterprises to the domestic dynamics
1.1 International exports increased risk of fluctuations in market demand
Foreign trade enterprises by the fluctuations in the international market demand, large companies dependent on international markets the higher the volatility of international market demand, the greater the risk of export by international financial crisis, for example, the international financial crisis, global economy recession, shrinking the international market, at least for the following adverse effects caused by foreign trade enterprises: first, significantly reduced the amount of orders and bring the product unmarketable, inventory, capital constraints and other issues directly related to the survival of foreign trade enterprises, the financial crisis The 104th Canton Fair, the turnover of foreign buyers and exports were down 9.08 percent over the previous Fair and 17.5%, the second, the economic downturn led to the rise of trade protectionism, trade frictions increase, exports vulnerable to all kinds of trade barriers , foreign trade enterprises often face anti-dumping, countervailing and safeguard measures and special safeguard measures and other trade remedy investigations, third, export volume more difficult, for various reasons to reject the goods of foreign or delay the payment time, the fourth, Foreign transfer orders, and other places in Southeast Asia to find cheaper goods in the international financial crisis, as companies vulnerable to the anti-risk ability, a large number of highly dependent on the international market, small and medium foreign enterprises have closed down.

1.2 Foreign trade enterprises to upgrade their own slow
Foreign trade export increased difficulty not only because of shrinking international market, as well as RMB appreciation, rising raw material prices, labor wages and other complex factors. Exports will increase in difficulty, "Forced" foreign trade enterprises to upgrade and become a corporate restructuring and upgrading power, but to cultivate well-known brand, develop its own products and increase the added value of such measures require time and capital investment, while China's foreign trade enterprises by financing difficulties, burden, and other ills of the weak innovation capacity problems, leading to slow to upgrade their own, in the face of these unfavorable factors, relying solely on lower prices temporarily only to enhance competitiveness, according to data released by the Ministry of Commerce, China's export enterprises in 2010 the average profit margin of only 1.47%, two months of 2011 decline of 1.44%. price competition and further compressed margins, companies are more difficult to sustain development, If you want to upgrade and addition to the line advocated by the government to adjust the direction of industry, but also must invest a lot of money in the case of exports, export become a foreign trade enterprises to the domestic accumulation of capital to survive and most ideal choice.

1.3 contains a huge domestic market development
According to National Bureau of Statistics data in 2010 to run the national economy, China's final consumption contribution to GDP growth rate of 37.3%, far lower than developed countries and India and other developing countries. With the implementation of the policy of stimulating domestic demand, China's consumer capacity, domestic market development is also growing, for example, as China's exports has been the main channel of the Canton Fair, the first 105 will also actively respond to challenges of the international financial crisis, the first opening to the mainland buyers, to promote export to the domestic export enterprises. strategy to expand domestic demand in the "second five" in a separate chapter, and made a relatively specific policy measures and targets to try to make the overall size of China's domestic market, largest in the world. shows that China's domestic market is a potentially huge market, foreign trade enterprises to domestic sales in the domestic market will be promising.

2 e-commerce in foreign trade enterprises to the domestic role
2.1 E-commerce is an important channel to develop the domestic market
Foreign trade enterprises to domestic sales, production management and cost control has advantages, their main difficulty is the establishment of marketing channels and brand building. Brand cultivation is a long process, in the domestic transfer of the initial stage, the establishment of suitable their own marketing channels is the most important. foreign trade enterprises in accordance with long-term foreign order, the goods handed foreign hands, do not consider the issue of marketing channels, marketing channels, lack of resources and experience in building e-commerce, compared with the rise of foreign trade enterprises turn provides an important domestic marketing channels in the channel have yet to establish an entity in the case of marketing, foreign trade enterprises to the domestic e-commerce can be used to try to seize the opportunity to switch to domestic sales in the e-commerce environment, foreign trade enterprises can domestic sales of product sales, product promotion, business philosophy, service, business commitments communicated through the network, network marketing, product display and become the main channel.

2.2 e-commerce to reduce costs and risks of corporate marketing
Entities in the domestic market, whether it is relying on department stores, supermarkets and other third-party stores and other marketing channels or to create their own marketing channels, foreign trade companies are faced with enormous risks and difficulties exist cumbersome third-party marketing channels, higher distribution costs issues, stores and other marketing channels are facing their own lack of funds and lack of brand power and other issues Traditional marketing channels are also relatively large initial investment, lack of access to short-term gains, many foreign companies after two years of continuous investment, reluctant to take continue to invest in the risk of early exit of the domestic market. E-commerce breakthrough in the limitations of the traditional marketing strategy, through the network to expand product promotion and sale of products, restricting business development and sales of geographical restrictions limit no longer exists. The needs of customers can also communicate through the network to the enterprise very quickly, very large extent, accelerated the commercial operation, which also reduces the cost of market Research companies.

2.3 e-commerce will help the integration of foreign trade enterprise resource
To the domestic foreign trade enterprises in the organization and personnel resources and other enterprises with domestic requirements, there are some gaps. Foreign Trade Company is a simple "order - Production - order" model, received orders to do foreign trade production and quality control, and complete export process, you can do the export volume, while domestic sales after the turn there must be responsible for marketing and advertising, marketing departments, from R & D, marketing, brand building and sales to after-sales service, are the contents of the new work , which requires foreign companies to form a new R & D, marketing and team building corporate brand image of e-commerce in marketing, sales and service and other cost advantages and channel advantages are conducive to foreign trade enterprise resource integration. there are many foreign trade companies had to use Alibaba, EBAY and other international e-commerce platform to explore international market, domestic sales only to learn when the rules of domestic e-commerce, familiar with the characteristics of domestic e-commerce can effectively integrate existing enterprise resources, the enterprise advantage of export products to the domestic market instead. Talent on the team, foreign trade enterprises do not have to set both foreign and domestic trade two teams, only one e-commerce team to simultaneously operate domestic and international markets.

3 foreign trade enterprises to the domestic use of e-commerce model
3.1 The use of third-party e-commerce platform
Third-party e-commerce platform to buyers and sellers gather to the same platform, the large number of products released by the platform vendor to attract many buyers access platform, which in turn increases the seller the opportunity to sell products. Foreign trade enterprises to the domestic use of third-party e-commerce platform is a third-party e-commerce service platform, through the computer and communications networks to the enterprise or between enterprises and consumers of business activities.'s foreign trade enterprises can use third-party e-commerce platform for professional, public, fairness and e-commerce service, etc. At present, more influential domestic third-party e-commerce platform, Alibaba, HC, etc., many companies also use Taobao and other retail platform using third-party e-commerce has the advantage of saving from e-commerce platform to build the necessary financial, material and manpower, and with the influence of the platform to broaden market reach.'s work focuses on foreign trade enterprises for their own needs to choose a third-party e-commerce platform, such as the platform and where their industry is similar to , the platform has sufficient influence, platform trading rules can accept, etc. You can select several companies to try e-commerce platform, chose to focus on a business.

3.2 self-built e-commerce platform
Self-built e-commerce platform is the company develop their own web systems, self-control and management of the site if the foreign trade enterprises have more experience of e-commerce and a strong team of professionals in the domestic transfer can take self-built e-commerce platform approach. companies can self-built platforms designed according to their needs and management, ease of management and information web site maintenance, high flexibility in the platform in the corporate image, introduces new product, Company News and other reports, making enterprises and customers, business partners interact with the window. This model can manage data within the enterprise and business information website highly integrated help foreign companies better achieve transformation and upgrading, the company's rise to the level of integrated management higher level, but clearly self-to-business e-commerce platform management and human resource requirements of a higher, businesses will face promote the site, expand the site influence, attract and retain customers and website maintenance and other aspects of the problem . self-built e-commerce platform is a system which needs talented team together. Links to free download http://www.hi138.com 3.3 enterprise collaboration platform model
If enterprises do not have sufficient capacity to self-built e-commerce platform, is not willing to give up the flexibility to use third-party e-commerce platform, you can take enterprise collaboration platform model. Several companies with industry or in an industry as a unit, through the business collaboration consortium to build e-commerce, construction and management of common platform among enterprises according to different classification and needs, appear in the interface in different platform, while sharing resources. enterprise collaboration may be horizontal, or vertical mode . foreign trade enterprises to the domestic products have advantages and disadvantages of distribution channels, you can choose a distribution company to collaborate.'s foreign trade enterprise with the launch of e-business collaboration platform high-quality products quickly, while distribution companies with a complete supply chain logistics facilities and system cost savings of commodity circulation, distribution companies be done with the sales volume of foreign trade enterprises to expand business and increase profits. enterprise collaboration platform based on changes in market demand, to adjust and change their partners, to increase opportunities for win-win cooperation, to avoid the same industry competition.

4 foreign trade enterprises to the domestic use of e-commerce strategy
4.1 to adapt to the domestic market environment and business rules
Foreign trade enterprises to the domestic use of e-commerce, the most pressing issue is to adapt the domestic market environment and business rules, including rules for domestic trade and domestic commerce rules. Conceptually, the need to shift from foreign to domestic trade, international commerce also need to change to the domestic e-commerce for example, the rapid development of B2C e-commerce in the domestic environment, many domestic transfer of foreign trade to domestic companies hope to Taobao attempt, however, when they supplied Taobao sellers, not changing the concept of foreign trade, foreign trade large orders by trading habits offer, disdain for small orders. the characteristics of different domestic and foreign, single order amount is relatively small, the range of products are more abundant than foreign trade. As the domestic face of the domestic market, there is no comparative advantage between countries, there is no export tax rebates and other incentives, the quote there will be quite different. Domestic and international e-commerce are faced with two different consumer groups, the imperfect development of domestic e-commerce, consumers are not mature enough mind, companies should give more consideration to the habits of domestic buyers and integrity.

4.2 to choose the features of e-commerce business model
Foreign trade enterprises to the domestic use of e-commerce first, according to the characteristics of their own choice of a good e-business models. Business sectors in which different characteristics of different products, the strength of different size, e-business models will affect the choice of e-commerce companies can choose model are the use of third-party e-commerce platform, self-built e-commerce platforms and enterprise collaboration platform, etc. in the choice of e-commerce model should do the detailed planning before, define the objectives to be achieved, then according to their actual situation, careful analysis, accurate positioning, according to the production scale and product features to select the line to the domestic demand for e-commerce business model, for example, more types of products, capital is relatively abundant and has a certain technological innovation capability of enterprises, can use self- build e-commerce platform for various online transactions, so that the actual situation of enterprises based on product and business development needs at any time to adjust, and small-scale production, fewer product categories, the relative lack of financial strength, the skills shortage of business, you can choose a third party e-commerce platform, the infrastructure will not only save the cost of capital, but also can solve the problem of human resources and technology management In addition, companies can also explore the development of e-commerce in line with its new model, such as the outsourcing model and mobile marketing business models and so on.

4.3 all-round ability to improve e-commerce
Foreign trade to the domestic enterprises to use e-commerce network marketing is just good enough to achieve business transformation goals, business e-commerce capabilities to improve all-round e-commerce activities in addition to marketing, as well as production, logistics, financial settlement and after-sales service and other links , for the good of these areas, the need for corporate strategy, organizational structure, business processes, corporate culture, a comprehensive and systematic reform. enterprises to adjust their development strategy to meet the domestic e-commerce environment, entrepreneurs must have sufficient attention to the e-commerce and grasp the organizational aspects of corporate positions and functions according to design e-commerce, e-commerce departments to achieve smooth communication under the enterprise to implement business process reengineering and change, create new business processes to meet the needs of electronic commerce , in the corporate culture to foster e-business values, to create a positive acceptance of new things and encourage a culture of innovation. foreign trade enterprises to explore international market if it made use of e-commerce, in domestic sales is a good time to domestic international e-commerce e-business transformation, can rapidly improve e-commerce capabilities.

4.4 form a skilled team of e-business talent
E-commerce is a complex business, high-tech, in the process of e-commerce, companies need some level of personnel with high professional team to co-ordinate the operation, if the self-built e-commerce platform, but also to the site planning, network maintenance, programming, web art, trade processes, marketing, text translation and other work, the team of professionals have higher demands, so foreign to the domestic enterprises to use e-commerce, there must be plans to train and introduce the necessary e-commerce professionals. Sources of talent can be discovered from the original employees, can also be introduced from the outside world. Companies can set up various forms of short-term classes, e-commerce knowledge and application of technical training and study, or to encourage employees to the training institutions of electronic learning business expertise, improve the level of the original employees of the overall e-commerce. business leaders and managers should also strengthen the knowledge of information technology and e-commerce knowledge and learning to enhance their understanding of e-commerce.

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