BM Chemical Company XA E-commercial Business Module Research

During e-commercial module development during decade,some industries,especial personal consuming products industry,become to use e-commercial to improve sale activities,which can extend customer base,improve efficient of sale activity and decrease cost of sales.And some manufacture industry also began to try e-commercial in sale activites.Even some more traditional industries are considering the opportunities and challenge of e-commercial.These companies are facing many questions,such as that Do they need to use e-commercial,Is the e-commercial suitable for traditional chemical company,What they will benefit from e-commericl,How to conbine the e-commercial with traditional chemical sale module.They want to know the answer.As an over 70 years traditional chemical company leading the industry,BM(China)company is creative in sale innovation.From 2013,BM(China)company has tried to establish web ordering platform for bulk chemicals,in which they can sell chemical product and customers can place order by themselves.The platform has been improving step by step during the years that BM(China)company run the system.Till now,all bulk chemical products of BM(China)company already can be ordered in BM owned e-business platform,which decreased workload of sales and employee number of sales person obviously.But on the other hand,customers and employees of BM has raised some complaint on the e-commercial module,such as less humanized,less customerized,less technical service,less tracking in application,less involving in customers’innovation,etc.And the products selling in e-commercial platform become shorter in product life or become into decline trend in sale.What is the root cause?Is the e-commercial module not suitable for chemical company or is it a minor problem to be solve?After researching on BM(China)company operation,this paper got conclusion that e-commercial business mode can be applied in traditional chemical company based on right product differentiation.Of course,the e-commercial business mode in chemical company still can be improved.The conclusion will be general for traditional chemical industry not only for BM(China)company,and it can be a good reference for e-commercial and chemical industry.