E-commerce In Traditional Business Operations

Service is the innate character of Electronic Commerce (EC), while operation and management is the core business of Commerce. This article does a research on the application of e-commerce in traditional enterprises, aiming to evoke traditional enterprises to conform to the historical trend, and with the concept of "Service first, People first", to really apply the EC techniques to managing the company, cutting down the cost, reforming the traditional business model and improving competence.Firstly, both the business background and the technique background of EC's emergence are introduced. Models of EC are analyzed and then the logical models, functional models and net structure of typical EC system are proposed based on the author's engineering experiences.Secondly, the influence of EC to the supply chain management(SCM) of the traditional enterprises is analyzed. Traditional enterprises have to utilize external resources especially the electric network, to share the information simultaneously through the Internet, cut down the internal cost of SCM, enhance the flexibility of SCM, effectively reduce inventory of the companies in SCM, so as to improve the customer service. Emphatically, this article studies on how traditional enterprises apply EC to realize the integrated SCM, how integrate the traditional culture to modern EC model and how transform the traditional business model to EC model.Thirdly, this article analyses the influence e-commerce makes on marketing theories and practice. Network marketing is studied, including customer-centered theory, mostly satisfy the customer's demand, mostly satisfy individual preference, and enhance the information symmetry. And the research focuses on the function of EC in the traditional marketing and as a principal tool in the network marketing.And then, the influence of EC on customer relationship management (CRM) is analyzed: enhancing the information symmetry, increasing the mutual action with customers, consummating service system, changing people's traditional consuming habits and improving company's competence. Research focuses on EC platform making the customer service more automatically and voluntarily, making the old cost center into benefit center, realizing the customer service's fit and individualization and becoming an important assistance to the company's decision maker.Finally, main problems of EC application in the traditional enterprises' operation are summarized. Solutions to these problems are discussed, and viewpoints are proposed, which state enterprises should conform to the historical trend, grasp the opportunity, really use the EC techniques to manage the companies, so as to adapt to the trend of global economics integration and improve the overall competence.