| Just like STREEM ENGINE brought the human society to industry times, the development of modern computer technology is now bringing us into information times. This is another milestone in the development of human society. Electronic Commerce (EC), born of the revolution of information technology (IT), moves the traditional business to Internet which connects the whole world continuously, and builds up a virtual commerce platform. It changes a lot of traditional business models, and improves service quality. Unprecedented development possibility is being provided to enterprise. But the development of EC is not smooth. Many barriers, such as payments, physical distribution, credit system, network security, enterprise information capability, are still on the way to EC in China. Particularly the physical distribution is the most important bottleneck. Under such background, and taking material circulation enterprise as the object, in this paper, we will discuss what a challenge EC will bring about to the enterprise development strategy, and analyze how material circulation enterprise should improve service quality, reclaim new service region, improve competition capability, and lay a logistics foundation of EC development of the whole society. Before the discussion of the EC strategy of logistics enterprises, we will identify the essence of EC in the first section. We will see how EC changes traditional business models, and makes social economy more efficiently. As the result of We will analyze the essence of EC. It is commercial activities that doing with information technology. As the result, the information resources of economy will be used efficiently, economy will run more properly and flexibly, and the rights of consumer will be expressed more thoroughly. When we understand the essence of EC, in the second section, we will discuss what a role material circulation enterprise shall play in the new economy. And then we can lay the foundation of the EC strategy of material circulation enterprise. The development of EC will exert great influence on traditional material circulation enterprise. On one hand, EC will develop direct economy, weaken and thread the position of circulation middle section. On the other hand, the development of EC improves the specialized degree of social division of labor, which is required to be supported by specialized social service system with scale superiority, and especially by the modern logistics service provided by the third party logistics (3PL) provider. A big business chance is running up logistics enterprise. Logistics enterprise should integrate resources and improve comprehensive service capability to keep up with the development of EC. In the third section, by the current situation of logistics trades and the new requirement of EC, we will state clearly that the core of logistics trades EC strategy is UNION, COORDINATION and SERVICE. In the fourth section, some questions should be paid attention to during the period of the implementation of EC strategy will be raised up. In the fifth section, which is the emphasis of this paper, I will analyze the EC strategy and its implementation plan of China Railway Materials & Supplies Co. (CRMSC). As one of the biggest material circulation enterprise, facing the stern challenge of EC and the historic chance, CRMSC carried out EC strategy swiftly. Strengthen and improve the capability of 3PL becomes the most important business strategy of CRMSC. The strategy is to build up China Railway Logistics Net and make the net to be the management and administration core of CRMSC in EC times. The implementation of EC strategy, which involves not only many changes in the traditional business model but also technology problems in finance, practice, development, and coordination, is a huge and complex system project. We should think it thoroughly. In this section, we will analyze the replanning of logistics business and discuss the technology condition needed to build up the EC platform. And now, we get a complete picture o... |
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