Reform and Innovation of Development of Enterprise Electronic Commerce in
Management
Yan Li
School of Economy and Management, Zhongyuan University of Technology, Zhengzhou, 45007, P.R.China
(liyanzzti@163.com)
Abstract - In order to improve the ability of innovation
of electronic commerce on management the paper proposes
the method and measure on management. Firstly the
establishment and implementation customer relates
management in electronic commerce is debated. Then the
method on human resource for electronic commerce is
proposed. In the production the changing the mode of
production to satisfy customer's need is given. Then the
traditional marketing and network marketing is proposed
for the electronic commerce. Lastly the conclusion is given.
Keywords - Electronic
Innovation, Management
Commerce,
Reform
and
I. INTRODUCTION
The enterprise usage of electronic commerce will
creatively bring promotion on management [1]. Enterprise
is in the process of carrying out electronic commerce. The
ability of innovating decides that the enterprise core
competing ability is the most important factor of ability.
It particularly has to value management innovation and
electronic commerce to go with. Enterprise completely
practices management innovation will better improve the
application and development of electronic commerce. The
enterprise should pay attention to strengthen management
as follows at each aspect innovation in the process of
making use of electronic commerce to carry on managing
innovation [2].
Ⅱ.THE REQUIREMENT FOR MANAGEMENT IN ELECTRNIC
COMMERCE
A. The establishment and implementation customer
relation management in electronic commerce
The requirement on the custom relation management
on electronic commerce is more and more bigger. The
enterprise carries out the changing of customer
management. Customer for developing the enterprise of
electronic commerce is important. The most enterprise
profits are created by least old customers combining of
management and electronic commerce system. By the
marketing and sale automation and CRM enterprise
carries out electronic commerce and promotes
organization structure of enterprise development at the
same time [3].
After carrying out electronic commerce, the
enterprise then can ask for help of network to build up
various databases with the lowest cost establishment and
long-term close contraction of man-to-man of the
customer. The customer's data of enterprise relation
management on the customer in the traditional business
activity is not complete. This can not change the
weaknesses of data like that the customer changes in time
because the cost of customer relation management is too
high. Enterprise can depend on the store and business
agent etc. The cheaper agent organizations carry on
contact and make the space distance of enterprise and
customer smaller. They contribute efforts to the customer,
raise customer's satisfaction, and provide promotion for
the customer and characteristic strategy [4].
Relation management system on the customers is the
most important database in the network marketing's
process in customer's database formed. In addition to
usually the contents of customer's database the contents
that it mainly saves should also include the customer's
address, E-mail address, the inquiry of product and
demands the circumstance of offer on the customer
history, the customer's need to the product and
dissatisfied information, such as opinion and suggestion
etc..
The methods on the customs relation should be
adopted to improve the management in electronic
commerce. The enterprise should be a customer. At the
same time theory instruction and item management
method of establishment of whole data warehouse set is
promising customer or cooperation. Thus the colleague
can’t have risk to carry out with the higher cost on
enterprise customer relating management according to the
warehouse and the customer. The CRM system of
orientation electronic commerce has characteristics such
as integrity, concentration etc. The enterprise should
design, establish and manage data warehouse and carry
out CRM system. The investment risk of customer data
warehouse construction declining for minimum, the
enterprise should build up solution in the data warehouse
facing to different customer's community. Each project
should include a series of data structure of the community
market which is concerning the customer model, applied
model with abundant of statement. The following Fig.1
give the importance of CRM system in electronic
commerce varied from 1998 to 2011 in Chinese small
enterprise.
Fig. 1. The importance of CRM system in electronic commerce
varied from 1998 to 2011 in Chinese small enterprise
B. Requirement for managing measure with human
resource
The knowledge training and broadcast is a important
project on electronic commerce. The persons who master
the electronic commerce are the important resource on
enterprise management. The electronic commerce is a
kind of new-born thing to all of any nations. Theoretically
it is edge academics. Developing electronic commerce
compound need to be crossed academics realm talented
person is wanted to master in a calculator network
technique, and be wanted to control certain finance,
business knowledge. The electronic commerce requires
modern information technique to make the enterprise for
improving of human resource, for example tests, employ,
training and reward etc. Research and education institute
is wanted to be in line with nations industry and
enterprise. Actively the researcher should study electronic
commerce theory and concrete business, enlargement
development, accomplishing large numbers of commerce
of modern eras. The talented person and modern new
entrepreneur are shall to study the business. All things
become more and more easy, and the expense also
consumedly is lowers. Enterprise outward releases public
job advertisement information by passing to publish
advertises [5]. The enterprise releases job advertisement
register form on the own website. The one who make to
accept appointment can download a form to carry on
filling in at any time. Network job advertisement not only
can give enterprise but also give appointed worker a great
deal of time, energy and money. In order to publishing
information such as working problems, outlet, expenses
and advertisement etc. The talented person whom the
enterprise needs to accept appointment usually can not be
draw on. Making use of network job advertisement
method the enterprise can renew job advertisement
information at any time and announce an empty lack
position of enterprise draw on a talented person to come
to accept appointment.
C. The mode of production to satisfy customer's need
The mode and structure of management is the
biggest changing on management. The customer can by
the network to directly participate in a product design and
make the one-way type product design of tradition for the
double toward the interactive designing method. The
enterprise can well develop itself. The characteristics of
many species and small batch quantity consuming satisfy
different customer's demand. It also produces and makes
to meet the product that the customer requests more by
the orientation network economic ages [6]. The production
is organizing structure formerly [7]. The intermediate
governor had reached and descended on important
function and the network undertook this actor.
High-efficiency enterprise has to adopt new production
organization structure reorganization. They will redesign
the organization management structure. Computers,
network technique usage in the market of enterprise
investigate and design of product, development,
manufacturing realm are using to make order production.
The internet-based electronic commerce will change the
internal structure of enterprise and production section by
declining the cost to influence the production
organization structure of enterprise. Enterprise should
reconstruct a traditional production process on electronic
commerce platform. The manager of enterprise is facing
the electronics process from the traditional process
changing into an economic network ages in which
enterprise raises the development efficiency and improve
the new trend of enterprise competition ability..
After carrying out electronic commerce each of
production stage can contact mutually by network. They
can carry on at the same time. This makes the traditional
straight line production become network economy. This
proceeds together production reduces much time and
raises production efficiency. This is an advantage for the
small and medium enterprises to work well on
management and overall quality management.
D. Strengthening the knowledge management and
establishing studying-type organization
The electronic commerce makes the enterprise
obtain the ability and strength of managing and using
knowledge. The enterprise can ask for help of network to
collect useful information and knowledge which the
enterprise needs. The dissemination and exchanges on
knowledge can carry on through the network. It makes
the employee's personal knowledge extensively share in
the enterprise inner part and become "enterprise
knowledge" of fitting exploitation. The electronic
commerce makes the enterprise acquire information and
knowledge from the market. With the customer building
up the shared mechanism of knowledge and information
become very important. The enterprise can speed
enterprise sharing, exchanging and making use of
knowledge. Enterprise can strengthen the knowledge
management of enterprise by building up a perfect
knowledge database (include customer's database and
cooperate colleague's database and product database etc.).
After building up knowledge management system
the knowledge of enterprise management is to deposit in
document. The employee knowledge and the technical
ability collections within brains is get up and taken into
organizing in which the knowledge is tidied up and
categorized. Then they are managed according to the
calculator of database of information system by the
search renewal. And the ability of correspondence
technique information of information technique and
calculator network can be sued in the knowledge
management system. These knowledge and technical
ability information at suitable time is delivered in time to
the employee who needs. In order to provide an
appropriate help for work the study-type organization
should be built up. All means and technical abilities
applied are knowledge in the work. The Fig.2 give the
variation of importance of the study-type organization in
electronic commerce from 2000 to 2011 in Chinese small
enterprise.
variety, improvement and innovation. The ability of
enterprise's electronic commerce in the fierce competition
realm is network marketing ability. The cost of network
marketing is more and more low. The hint of profit-cost
rate of network marketing and traditional marketing is
given in Fig.3.
Fig.3
Fig.2. The variation of importance of study-type organization
in electronic commerce
But not all knowledge is all essential and important.
What knowledge management concerns combines with
together decisive knowledge with the business process of
enterprise. The knowledge management system is wanted
to create knowledge with dissemination and enterprise of
business process. Knowledge management is carrying on
systematizing management for enterprise business
process. It is carrying on the sharing of knowledge and
making use of the preface knowledge with higher
business level and efficiency. They are making the
knowledge in the production process, carrying out
increasing in value of knowledge and becoming the
source of enterprise profits [8]. The enterprise should
blend the knowledge management to the electronic
commerce system. It is a main management activity in the
knowledge management. This obtains an important
content of enterprise competitive advantage. In the
network economy, the speed decides that the knowledge
can improve the competitive advantage and contingency
ability of enterprise.
E. The marketing integration of electronic commerce
strategy
All traditional business activity is similar [9]. The
electronic commerce can not get away from marketing in
the market. Because electronic commerce is in the
internet which is virtual place carrying on trading by a
certain meaning. This can be thinking that electronic
commerce process is marketing in the market. For
drawing on a customer the enterprise can adopt marketing
strategy in the market. The special strategy can usually
bring enterprise the bigger benefits. This things engaged
in the enterprise of electronic commerce is particularly
important. But because of the characteristics of network
oneself the marketing strategy of electronic commerce
comparing to the strategy of traditional business have
The variation of importance of study-type organization in
electronic commerce
Therefore, it has the necessity of integration for
carrying on network marketing and traditional marketing.
Traditional marketing and network marketing are two
parts of whole enterprise marketing strategy. Among
them, the traditional marketing is to create prior condition
for network marketing. The network marketing with the
characteristic of cheaply, instantly and interaction become
the main means by which the enterprise carries out the
marketing target. These two parts are lacking relations of
integration making it develop the biggest effect.
Ⅲ.MARKETING STRATEGY OF ELECTRONIC COMMERCE
F. Traditional marketings
Using of traditional marketing mainly is to carry out
the marketing to finish the task for enterprise. The
traditional marketing makes use of traditional marketing
skill. Enterprise advertisement and enterprise brand are
two enterprise main marketing method.
1)The strategy that carries on the marketing for the
enterprise network
Using of traditional marketing skill enterprise
marketing network may guide the consumer to land
enterprise website [10]. But what have to point out is the
enterprise can not make the enterprise website with alone
form because making use of traditional marketing skill
marketing website, enterprise product, enterprise image
information can be advertised with the promotion activity
information of enterprise. So it is the basement of
network marketing to accept this marketing information.
It is the tendency to combine the traditional marketing
with network marketing on the enterprise marketing
network.
2) the marketing strategy of brand
The network marketing needs the consumer to
search information so before the consumer purchase or
search an information enterprise has to establish a brand
image by which enterprise has opportunity to deliver the
information to the consumer. Asking for help of
traditional medium to establish the brand image is the
enterprise means of making use of traditional marketing
skill. For example it can guide the consumer to land
enterprise website by a better way. When the brand image
is built up the network marketing then can make use of its
cheaper price and provide immediately detailed data to
customers. And it can well develop its function when the
consumer would like to understand the special feature of
product by landing the enterprise website.
G. The network marketing is the key point of enterprise
marketing work
In the enterprise electronic commerce development
process if the traditional marketing has already
extensively developed the network marketing should
particularly be a key point of current enterprise marketing
works. After the enterprise makes use of traditional
marketing skill to create a higher customer click rate for
the network marketing the enterprise can make use of
network marketing to carry out the strategic target of
enterprise marketing.
The network marketing of electronic commerce
being effective should has three characteristics as follows:
1)higher additional value
The so-called high additional value means when the
customer lands the enterprise website, can not only
acquire concerning information, such as product and
company brief introduction etc., but also acquire the
various related knowledge and other information of
product.
2)Characteristic
So-called characteristic website means that the
public's medium of traditional spread way is varied into
spreading of personal way. The characteristic of network
marketing was that the enterprise to understand the
consumer's need and variety to provide the condition at
any time. The customs can give their needs. The
enterprise can product the products according to the needs
which is provided by customers. These processes can be
done by the network and network marketing. For example
3)Interaction
So-called interactions mean that enterprise's network
advertisement that the usage of website should have the
interaction process. Seeing from the standpoint of
customer the marketing spread and the interactive
advertisement on the network has two characteristics.
One is that person need to provide the information and
allow the advertisement to be subjected to many choices
advertisement contents. The other is that interactive
advertisement allows the different consumer chooses
different advertisement information to satisfy personal
demand of information.
IV.CONCLUSIONS
This paper gave the method for improving the ability
of innovation of electronic commerce on management.
The paper proposed the method and measure on the
management and establishment and implementation
customer relation management in electronic commerce is
debated. The method on human resource for electronic
commerce is proposed. In the production the changing the
mode of production to satisfy customer's need is given.
Then the traditional marketing and network marketing is
proposed for the electronic. The future works for
electronic for management is to form the regulation for
enterprise to do.
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