Open the mobile APP to search for food, and there will be surrounding food, take-away food delivery and so on. Door-to-door service (cooking, washing clothes and washing cars), group buying and sightseeing at scenic spots are all products of e-commerce.
Shopping in shopping malls can be paid online, which provides a convenient way for life, reduces the burden of shopping in big bags and small bags, and improves the efficiency of life.
How to experience e-commerce in real life? In real life, experience is to go shopping online. If you open an online shop, it is estimated that you have no time. Online shopping malls include Taobao, JD.COM, Red Kids, Zhuo Yue Amazon, Dangdang and Newegg. . . . If you really want to open a shop and go to eBay, you can find a loan network. They have professional customer service to tell you how to borrow and sell on EBAY. After selling, they only provide money and logistics services, which is especially suitable for novices. ...
What are the characteristics of smart people in real life? Smart people have two manifestations: one is to be silent for life, not to express what they think and do with words, but to prove everything with their own actions; The other is to decorate every sentence with gorgeous words to express your meaning perfectly.
The influence of e-commerce on real life >>> < < First of all, your formulation contains too many things ... real life is all aspects. As long as you take out one of them to elaborate, you can publish a book!
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Modern marketing theory is a scientific theory to guide enterprises to carry out marketing activities. In the marketing practice, it has been constantly supplemented and perfected for decades. It plays an irreplaceable guiding role in enterprise marketing. However, modern marketing theory has its inherent theoretical defects. The emergence and perfection of e-commerce has corrected the basic defects of modern marketing theory, solved the difficult problems of "quickly understanding and meeting the needs of customers" and "enterprise marketing should be well connected with the needs of market consumers", and made marketing theory and marketing practice blend unprecedentedly, enriching and developing modern marketing theory, which was completed by solving the contradictions of modern marketing theory itself.
First, e-commerce solves the contradiction between consumers' dominance in theory and passivity in reality.
Modern marketing theory holds that the essence of so-called marketing is the management of demand. Consumer demand includes negative demand, zero demand, saturated demand, excessive demand and harmful demand. The task of marketing is to understand the types of demand, analyze the causes of a certain demand, put forward solutions to the problem, and realize the effective management of demand. In fact, with the social division of labor becoming more and more detailed, consumers' risk awareness in purchasing increases with the increase of purchasing choices. When buying a lot of products, consumers will take the initiative to obtain information related to the products through various possible channels and analyze and compare them, so as to obtain a psychological balance, thus reducing their sense of risk and enhancing their trust and psychological satisfaction with the products. The emergence of e-commerce enables enterprises and consumers to connect through the Internet, thus realizing the dominance of consumer behavior. Shopping intention is in the hands of consumers. It changes the traditional way of selling goods to customers into consumer-led personal marketing, and consumers query the information of goods or services through interactive media, turning passive into active. In the traditional marketing environment, due to the lack of appropriate communication channels or high communication costs between customers and enterprises, in most cases, customers can only make limited suggestions on existing products, and it is difficult to participate in product design. Moreover, most small and medium-sized enterprises lack sufficient funds to conduct market research and can only refer to market leaders to develop products. Electronic commerce can change the above situation. Enterprises can exchange a lot of information with customers online. Even small and medium-sized enterprises can conduct instant information search for customers through bulletin board system, online discussion square and e-mail. Customers have the opportunity to express their opinions on everything from product design to pricing and service. Enterprises and customers can discuss a problem many times. This two-way interactive communication method improves the participation and enthusiasm of customers. More importantly, it can make the decision-making of enterprises targeted. For example, publishers can load some chapters of books to be published in various languages on Inter so that readers all over the world can read them. The sample book contains information about the author. When visitors from all over the world need this book after reading it, it can translate the materials into the local language of the visitors to meet the needs of localization. Marketing under e-commerce is interactive marketing. Customers really participate in the whole marketing process, their position in enterprise marketing is improved, and their initiative of participation and choice is strengthened. In this online interactive marketing, sellers and buyers can have interactive two-way communication anytime and anywhere. The relationship between enterprises and customers has become very close, even unbreakable, which makes "one-on-one" marketing possible. This marketing framework of network integrated marketing embodies the characteristics of customer-oriented and continuous interaction between enterprises and customers, and its marketing management decision-making process is two-way.
Second, e-commerce solves the contradiction between the industrialization of production mode and the standardization, humanization and individualization of consumption mode.
Modern marketing is market-oriented, with understanding and grasping consumer demand as the starting point, product exchange as the core and meeting consumer demand as the purpose. However, what it faces is the contradiction between the industrialized and standardized production mode and the humanized and personalized consumption mode. Under the current conditions, the solution to this contradiction is at the expense of all or part of the personality of consumers. The emergence of market segmentation theory has alleviated the above contradictions geographically, but in the flood of large-scale, low-cost and single products, consumers' personality has been suppressed and submerged. In traditional marketing activities, the marketing mode is mostly demand-side marketing, that is, demand comes first, product production and sales come last, and consumer demand drives product production and sales. Consumers don't understand the utility, efficiency and characteristics of products, especially new products, and can't quickly connect products with the lifestyle and needs at that time. The process of product commercialization and marketization contains obviously opposite poles. One pole is the inventor, producer and supplier of new products. They are imaginative and innovative, always standing at the forefront of science and technology, mastering the latest scientific and technological trends, keenly aware of human potential and future needs, developing products, and firmly believing in the unique value and broad market prospects of products; The other pole is the demanders and buyers of the market. They generally know nothing or little about high and new technology, relevant scientific knowledge, principles and the utility, efficiency and characteristics of products, so it is difficult to generate demand for products. At the same time, due to the constraints of ideas, the limitation of funds and the inertia effect on the use of the original products, consumers lack sufficient motivation to explore the technical mysteries of products and their special functions on human life. The process of commercialization and marketization of products is the process in which the inventors' knowledge and preferences of products are transformed into the knowledge and preferences of millions of consumers in Qian Qian. No consumer in the market has the same consumption psychology, and every consumer is a market segment. Consumer psychological identity has become a prerequisite for consumers to make a decision to buy products, personalized consumption will become the mainstream of consumption, and the emergence of e-commerce makes it possible. Marketing under the condition of e-commerce is based on a comprehensive, multi-level and dynamic view of market demand. By establishing an intranet, a service system can be provided for customers to design their favorite products in front of computer terminals. Through interaction with customers, enterprises can timely and effectively change product design or invest in developing new products according to consumers' requirements; Can efficiently accept and forward consumer inquiries to the corresponding departments, or directly provide interactive services. Consumers can directly contact and communicate with enterprises and directly ask them questions about products and services. At the same time, enterprises can use words, pictures and videos to show customers the contents of products and services, explain and answer customers' inquiries, so as to make the whole pre-sales and after-sales service timely and clear. Enterprises can let consumers put forward their own requirements at a lower cost, and then provide targeted products and services according to different requirements. Enterprises under e-commerce can really meet the different needs of each consumer and meet the personalized needs of customers, which not only increases the difficulty for other enterprises to enter, but also increases the sales rate and satisfaction of products and services. In traditional commodity trading, consumers seldom contact manufacturers directly. Most of them learn about limited products through advertisements, and then go to shopping places to compare and choose the products they need. The buying and selling process is very complicated. The average consumer should follow the purchase mode of 5W 1H, that is, what to buy (what), why to buy (who), how to buy (how), when to buy (when) and where to buy (where). Through e-commerce, it is more convenient and faster to buy. Through e-commerce, consumers can easily search for most manufacturers who produce and sell a certain product in the world and realize direct contact with them. Consumers can compare, choose and order goods through the information provided by e-commerce, and all this can be done in just a few minutes without leaving home. Manufacturers can also shorten the procurement cycle through e-commerce procurement. The direct economic effect of e-commerce to solve this contradiction is to greatly reduce the marketing cost. Advertisements are placed through e-commerce, which is free from geographical and time constraints and enjoys 24-hour active inquiry by users around the world, but the cost is extremely low, and the average cost of each webpage is lower than that of leaflets. An American retailer (Hot Hot Hot) spends about $65,438+000 per month to display its products on the Internet, but the promotion cost will increase to $50,000 per month if the color catalogue is printed in the traditional way. E-commerce enables manufacturers and consumers to get the goods they need at the lowest price. Through the Internet, manufacturers and consumers can find the cheapest products in the world and order directly from manufacturers, bypassing middlemen. In 200 1 year, Boeing ordered raw materials online, saving one-third of the cost, amounting to hundreds of millions of dollars.
Third, e-commerce has solved the contradiction between the win-win concept and "strong marketing" in the era of great industrialization.
Modern marketing theory regards win-win as the highest wisdom of enterprise action. It is considered that in the modern market competition, correctly handling the relationship between enterprises and partners, enterprises and consumers is an important guarantee for the smooth development of marketing activities. On this issue, the concept of win-win is helpful to marketing activities. Marketing activity is an activity involving buyers and sellers. The subjects of marketing activities all expect to benefit from trading activities, and trading can only be carried out and developed after both parties weigh that they will benefit from trading. Marketing is a transaction that both parties can benefit from. All transactions should be a win-win game. In a successful marketing campaign, there are no losers, only winners. However, in the reality of marketing, people regard the market as an arena, and both parties are trying to beat each other in order to win. For consumers, enterprises implement "strong marketing" in the era of industrialized mass production.
I would like to ask about the study of e-commerce. What students do we mainly use in the planning, development, management, scientific research and teaching of e-commerce systems in information technology companies, institutions and schools after graduation?
The easiest way to open a shop on Taobao, do business online, contact customers to talk about business, e-banking and so on. It is generally understood that doing business online is e-commerce.
Characteristics of e-commerce in manufacturing enterprises;
1, the source is transparent, such as Xiaomi Apple and Taobao who bought Chili sauce, so that customers can clearly know the characteristics and product quality.
2, logistics fully consider various factors, in order to facilitate the national and even global delivery and transportation.
3. Platform strategy: mass production can be achieved according to the e-commerce platform to avoid product backlog and economic losses.
4. After-sales strategy. With convenient storage, enterprises can better cultivate multiple consumers.
The arrival of the era of e-commerce and information technology in our lives has brought different degrees of influence to all fields of society. Especially in recent years, information technology has been widely used in the economic field and has become the direct driving force for enterprises to improve their management level and economic benefits. The author analyzes the influence of the application of e-commerce in marketing management on enterprises from two different angles of accounting and management, which reflects that this advanced information technology has greatly promoted the management and efficiency of enterprises.
E-commerce-Shock Wave in Circulation Field
E-commerce realizes the coordination of goods, materials and personnel information through electronic means on the basis of the network, which has produced a wide range of commercial and trade activities: e-mail, electronic data interchange (EDI), value-added network (VAN), rapid response system, electronic transfer (EFT), transaction processing, online service, smart card, electronic monitoring, multimedia shopping guide, etc. These methods improve the ability and efficiency of information generation, publishing, processing and collection. E-commerce makes full use of the characteristics and complementary advantages of the network, connecting the links needed for business and trade, such as enterprises and suppliers, to the existing information system, changing the way of external communication in the past, and at the same time inevitably causing changes in the internal execution mode of enterprises, so that enterprises can make full use of limited resources, reduce circulation links, shorten the cycle and reduce costs, thus achieving the enterprise goal of improving economic benefits and service quality.
As the emergence of e-commerce has brought great impact to the business activities of enterprises, it has attracted worldwide attention. 1April, 1997 15, the EU put forward the EU E-commerce Action Plan, which stipulated the information infrastructure, management framework and business environment to promote the development of e-commerce in European countries and enhance the global competitiveness of the EU. 1February 1997, the European union and the United States issued a joint declaration on e-commerce, and Japan also invested more than 300 million dollars in 1996 to promote e-commerce. China also attaches great importance to this: Lv Xinkui, Vice Minister of the Ministry of Information Industry, delivered a speech at the' 98 International E-commerce Forum, arguing that national economic informatization is the foundation, financial electronicization is the guarantee, and e-commerce is the core.
It can be seen that e-commerce has become a popular form of network-based business trade all over the world. Its appearance will certainly have an impact on the traditional enterprise management mode, especially the marketing management.
Second, from a management perspective, the impact of e-commerce on marketing management
Marketing management is an important link that cannot be ignored in enterprise economic activities. E-commerce generally includes three levels: international e-commerce, e-commerce between enterprises and e-commerce between enterprises and consumers. These three levels can be said to cover all the objects in enterprise marketing. Therefore, the emergence of e-commerce has brought extremely convenient advantages to the procurement and sales of enterprises. In the past, when making marketing strategies, enterprises always made various analyses, which usually included the following steps: consumers-market analysis-competitors-distribution-marketing plan-economic evaluation-modification.
Among these steps, the first three are the information collection stage, the fourth and fifth are the specific formulation stage, and the last two are the post-evaluation and revision stage. E-commerce can be said to have a certain influence on these three stages in different degrees.
Let's talk about the specific links of business practice first.
1. Pre-transaction preparation link
This link is the process of how the supply and demand sides publicize or obtain effective commodity information. Enterprises can put their products on the market and face a wide range of customers by setting up outlets on the Internet, registering domain names and websites. It can be said that this kind of online advertising is low-input and high-output. As an intangible value, it can not only establish a good image of the enterprise, but also save a lot of expenses that the enterprise used to spend on sales, such as advertising and promotion. After the buyer fully understands the commodity information of the enterprise and makes corresponding decisions, both parties can directly conduct the purchase and sale business through the network, and the efficiency of information transmission and feedback can be seen. On the other hand, from the buyer's point of view, it takes a lot of manpower and material resources to fully understand the situation of many suppliers, but due to various objective conditions, it may not be possible to fully understand them. E-commerce enables enterprises to know the situation of suppliers from all directions and angles through the complete and accurate commodity information provided on the Internet, and then make a detailed analysis, so as to truly achieve the purpose of shopping around and choosing the best. At the same time, because of saving time and money in collecting supply information, enterprises can devote more energy to the selection of various suppliers and improve the certainty of their decision-making.
2. Trade negotiation process
After the supply and demand sides know the commodity information, the negotiation process of commodity transaction (whether as a supplier or a seller) begins. Enterprises can directly conduct business negotiations on commodity prices, quality requirements and other aspects on the Internet. Through the transmission of information on the Internet, the original cumbersome negotiation process is greatly simplified, which saves both time and negotiation costs. This can be said to show its advantages at the beginning of the transaction.
3. Contract and execution
In the past, when enterprises conducted trade, the delivery process of documents was more troublesome, especially in international trade, the transaction process of document exchange was more complicated and there were many related institutions. The institutions involved between importers and exporters include customs, tax authorities, import and export management departments, insurance, banks, transportation departments and so on. In this way, the delivery route of documents is very long, which is not conducive to trade facilitation between importers and exporters, even if the transaction time span is very long, and it increases the possibility of losses caused by mistakes in the delivery of documents. Therefore, if the file information flow processing mode is adopted and the electronic file transmission (EDI) is implemented, not only the transmission time can be saved, but also the security of data transmission can be ensured.
4. Payment process
The emergence of electronic money also provides great convenience for the payment of goods for inter-enterprise transactions (paperless trade). It can be said that bill exchange has replaced capital flow as a popular practice in contemporary commercial transactions.
Banks can transfer money electronically, which avoids the manual transfer of funds or documents in inter-enterprise transactions, improves the transfer speed, reduces the manual contact of transfer, and is more secure.
From the basic process of marketing, we can see that the adoption of e-commerce marketing method saves a lot of information collection in the early stage, which is convenient for decision makers to analyze (reducing the consumption of manpower and material resources in the information collection stage and the information collection stage). At the same time, with its fast and accurate information transmission, enterprises can get feedback information in time and make evaluation and modification. In particular, it has broken through the fixed framework and mode in the widening of marketing channels and the choice of marketing media, and injected a fresh vitality into the marketing management of enterprises in a brand-new way to cater to modern information and economic trends.
In today's highly developed information society, time is money for enterprises. The high efficiency of network transmission just caters to this demand, so the emergence of this commercial form is inevitable. As the society moves towards the information age, enterprise management will inevitably apply modern high-tech to its own theory, and properly integrate the two, so that its management methods and models can better meet the needs of market competition and better serve the survival and development of enterprises.
Third, from the accounting point of view, the impact of e-commerce on enterprises.
From the accounting point of view, all business activities should be aimed at improving economic benefits. E-commerce can use limited resources and reduce costs, which is consistent with the overall goal of accounting to maximize enterprise value. Specifically:
1, its application saves a lot of purchase and sale costs. In the past, in order to sell goods, enterprises had to spend a lot of manpower to contact manufacturers and publicize them through various media (TV, newspapers, radio, etc.). However, due to the emergence of e-commerce, enterprises can directly promote and introduce goods by setting up outlets or registering domain names and websites on the Internet, which is very popular. Any online customer can easily obtain comprehensive information, greatly reducing sales expenses and thus improving profits. Similarly, from the buyer's point of view, the acquisition of basic raw material information becomes simple and easy, which reduces the procurement cost. These raw material costs will inevitably affect the cost of finished products in the current or future accounting period, and ultimately affect profits.
2. Because in the concrete implementation of the whole purchase and sale, the processing of business files is mainly done by computers, it can prevent human errors and avoid unnecessary losses. At the same time, the rapidity of computer processing also reduces the cost for enterprises in a certain sense. According to the data, EDI can improve the transmission speed of commercial documents by 80% and reduce the cost of documents by 40%. Business losses caused by errors and omissions are reduced by 40%, and file processing costs are reduced by 38%.
3. The essence of an enterprise setting up an online homepage and registering a domain name website on the Internet is to form an intangible asset, which is similar to trademark rights. Other customers can learn about the overall situation of the enterprise and deepen their trust through continuous business dealings. This influence is an intangible value, although it cannot be recognized as a commodity (note: goodwill can only be recognized when the enterprise is merged or purchased), but it is undeniable that this value is the result of the long-term operation of the enterprise and has always existed during the existence of the enterprise.
4. Through the communication between enterprises on the Internet, enterprises can receive feedback information quickly, and adjust the goods immediately to meet the market demand and avoid the loss caused by the backlog of produced goods that cannot be sold. Enterprises must base their products on the market. Therefore, it is necessary to understand the changes of customer demand, adjust the effectiveness and quality of products in time to make them more in line with users' requirements, thus fixing production, reducing inventory backlog as much as possible, and achieving the purpose of improving the economic benefits of enterprises.
5. Because the application of e-commerce saves money in many aspects, such as purchase, sale and production. Enterprise's funds are "alive", and enterprises can have enough idle funds for other aspects (such as investment, etc.). This makes enterprises have enough operating space in financial management, especially cash management, and decision makers can make better use of funds and bring additional benefits to enterprises.
Fourth, to promote the development of China's e-commerce countermeasures
From the perspective of accounting and management, it can be said that the economic benefits brought by this brand-new trade method are self-evident. This point has been confirmed in the practical application of many multinational companies and large enterprises abroad. Statistics show that more than 90% of goods in the United States are sold through EDI. Mr Jim garrett, president of Intel China, also pointed out that in the next decade, 50% of internal affairs will be completed electronically. The development of internationalization forces us to develop e-commerce in order to enter the market, so that enterprises can truly face the international market and realize the integration with the international economy and advanced foreign enterprises. So how to develop e-commerce?
First of all, we should make clear the conditions that e-commerce needs:
First of all, e-commerce must be based on the network. Enterprises are required to have a good network environment, not only in terms of hardware, but also in terms of personnel training.
On the other hand, enterprises should establish a trust mechanism. This mainly means that enterprises should gain the recognition of users, make users feel that e-commerce is safe and feasible, and give people a cordial and convenient feeling.
Secondly, we should have a correct understanding of the existing computer technology level in China. Although China has made rapid progress in information technology in recent years, there is still a big gap compared with developed countries. This is not only reflected in hardware, but also in the lack of computer talents.
In view of the implementation conditions of e-commerce in China and the existing level of information technology, the following development countermeasures are put forward:
1, building information infrastructure and establishing intra. Through networking, the communication within the enterprise and the information sharing and transmission between departments have been strengthened, and the work efficiency within the enterprise and the coordination between departments have been improved.
2. Develop the communication platform of e-commerce. On the basis of constantly improving the enterprise management information system, we will improve the network capacity, strengthen the network functions, and build an appropriate communication platform.
3. Strengthen the management and training of talents, improve the technical level and information awareness of personnel, and improve the cultivation and utilization of human resources.
What are the characteristics of e-commerce credit? E-commerce is different from traditional business methods, and its advantages are obvious. Enterprises can not only directly contact thousands of new users, conduct transactions with them through the Internet, fundamentally streamline business links, reduce operating costs, improve operating efficiency and increase corporate profits, but also communicate and cooperate with trading partners all over the country at any time, strengthen alliances among enterprises and improve product competitiveness. Compared with traditional business methods, e-commerce has the following characteristics:
1) Streamline circulation. E-commerce does not need wholesalers, specialty stores and shopping malls, and customers order products directly from manufacturers through the Internet.
2) Save shopping time and increase customers' choices. E-commerce provides a wide range of choices for various consumer needs through the network, so that customers can buy satisfactory goods without leaving home.
3) accelerate the circulation of funds. The capital turnover in e-commerce does not need to be carried out between customers, wholesalers and shopping malls outside the bank, but directly in the internal account of the bank through the network, which greatly speeds up the capital turnover and reduces commercial disputes.
4) Strengthen communication between customers and manufacturers. Customers can explain their needs and order their favorite products through the internet, while manufacturers can quickly understand the needs of users and avoid waste in production.
5) *** Alliance and competition among enterprises. Enterprises can learn about competitors' product efficiency, price, sales volume and other information through the Internet, so as to promote enterprises to carry out technological transformation and improve product competitiveness.
What are the characteristics of e-commerce? From the meaning and development of e-commerce, we can see that e-commerce has the following basic characteristics:
1. General
As a new transaction mode, e-commerce has brought manufacturers, circulation enterprises and consumers into a new world of network economy and digital existence.
Step 2 facilitate
In the e-commerce environment, people are no longer restricted by the region. Customers can complete complicated business activities in the past in a very simple way, such as accessing account funds and inquiring information at any time through online banking, and the service quality of enterprises to customers can also be greatly improved.
Step 3 be complete
E-commerce can standardize the workflow of transaction processing and integrate manual operation and electronic information processing into an inseparable whole, which can not only improve the utilization rate of manpower and material resources, but also improve the rigor of system implementation.
4. Security
In e-commerce, security is a crucial core issue, which requires the network to provide end-to-end security solutions, such as encryption mechanism, signature mechanism, security management, access control, firewall, anti-virus protection and so on. This is very different from traditional business activities.
Step 5 coordinate
Business activity itself is a coordination process, which requires coordination between customers and companies, manufacturers, wholesalers and retailers. In the e-commerce environment, banks, distribution centers, communication departments, technical services and other departments need to cooperate, and the whole process of e-commerce is often completed in one go.