The Strategies Our Traditional Enterprises In Manufacturing Industry Should Take To Employ E-business Mode

By the end of 1990s, with the development of modern communication and Internet technology, the living environment of enterprises has changed a lot. The diversity of customers' demand, the change of competition pattern and the globalization of economy, all these have brought about a new tendency.In order to adapt to the new economic situation, a new business pattern -e-business has been employed in some traditional enterprises hi manufacturing industry. However, the consequence of using e-business is not satisfying on the whole. In other words, comparing with the investment, the benefits are much less. So, how can e-business bring correspondent profits to the enterprises? Before using it, enterprises should transform their old pattern hi many fields.First, transforming the goal of the enterprise. The goal can determine the , development direction of an enterprise and now customer's loyalty is more important to an enterprise than it in before. Therefore, the goal of enterprise should transform form "profit maximization" to "customer's satisfaction maximization". Secondly, transforming the pattern of the enterprise. In order to keep up with the fast changing situation, the pattern of the enterprise should change from "make-and-sell" to "sense-and-respond". Thirdly, transforming producing pattern. Production is the fundamental feature of the manufacturing industry. To apply e-business, producing pattern should transform form "large-scale-production" to "customization production". Fourthly, transforming the structure of organization. The structure of organization can influence the employee's attitude towards work and the distribution of power, so in order to adapt to the rapid flow of information, the structure of organization should change from "hierarchy" to "net organization". Fifthly, business process reengineeringshould be performed. Sixthly, marketing pattern should transform from"large-scale-marketing" to "customer relationship management". Seventhly, transforming logistics system. Products in manufacturing industry are tangible, so the logistics system influences the performance of e-business directly. Therefore, the logistics system should transform from the traditional pattern to the new logistics distribution system. Besides, the transformation of information system, management pattern and producing organizational pattern are also needed.