Smes Encounter Development "Fatigue Period"

      
If we can find the first batch of documents about "enterprise informatization" in China, I'm afraid that its pages have turned yellow. "Enterprise informatization" is not a new concept in China. From ten years ago, enterprise informatization has been developing rapidly. However, to date, the informatization process of SMEs in China is still not optimistic, and it is experiencing a "fatigue period".

In February 29, 2008, in the 2007 National SME Informatization survey report, Zhao Xiaofan, director general of the information technology office of the State Council, released the latest data: 80.4% of China's SMEs have the ability to access the Internet, of which 44.2% of the enterprises have already used the Internet for enterprise informatization, but only 16.7% of the enterprises have their own websites. 52.3% of the enterprises have different levels of information application, but the core business applications are less than 10%; the ERP has only 4.8% of the small and medium enterprises, only 9% of the small and medium-sized enterprises have launched the application of e-commerce.

It can be seen that for the current small and medium-sized enterprises in China, the development of information technology is still in a state of passivity and disorder, and many enterprises blindly follow suit; many SMEs have already put their own products on the commercial platform, but they do not have their own domain names and their own websites; some enterprises have already purchased enterprise management application software, but when enterprises need to make decisions, there is no way to integrate these data effectively.

Complete enterprise informatization is a systematic project, including accounting computerization, purchase and sale management, human resource management, supply chain management, production management, customer relationship management, office automation and e-commerce. E-commerce construction also includes: Enterprise LAN construction, website construction, establishment of sales channels and trading platform, management of sales, etc. In fact, the vast majority of small and medium-sized enterprises are unable to do and need to be fully informationized, regardless of their management ability or resources input.

At present, the relatively common practice of enterprise informatization is gradually completed in three stages: the first stage is the basic construction of e-commerce, such as domain name registration and static web site, the promotion of network promotion on the basis of domain name website; the second phase is the integration of e-commerce applications, such as on-line CRM, OA, ERP and other systems; the third stage is information consultation application integration, to open up and integrate all kinds of information applications, and to build an integrated information platform for interoperability.

It can be seen that most of China's small and medium-sized enterprises have completed the first stage or the second stage of informatization. Building websites and promotion is only primary application, and will not bring about overall changes in economic efficiency. Therefore, we must not just stay here. It is possible for information to circulate effectively within and outside the enterprise to form a complete single line of informatization. Compared with large and medium-sized enterprises to consolidate the basis of hardware and software and management, it is more realistic for SMEs to establish a complete information system, even if they are relatively thin.

The combination of informatization and business and management also reveals another reason why SMEs face the dilemma of informatization. According to the data provided by the National SME Informatization survey in 2007, in the small and medium-sized enterprises that have already tried information, the enterprises that "completely repeat the original business process" and "fully follow the original management ideas" are 62% and 64% respectively. For many enterprises, information technology is not a goal but a means. If there is no deep implantation, informatization can only become a mere formality.

Market environment upheavals, challenges and opportunities coexist.

At the beginning of this year, Yan Jiehe, chairman of the board of directors of Huayang Group, boldly put forward: "with the development of domestic economy, domestic enterprises have risen from the past demand for quantity to the demand for confrontation. The state also advocates energy saving, emission reduction and bigger and bigger enterprises in the strategic deployment. Therefore, in the next few years, the survival of the fittest of SMEs is an inevitable trend, and the vast majority of small and medium-sized enterprises will die in competition." This bold argument sounded the alarm for China's small and medium-sized enterprises.

In 2008, under the pressure of tight monetary policy, RMB appreciation and high CPI, the development of SMEs in China will be even more difficult. How can SMEs get out of their predicament? Enterprise informatization undoubtedly provides a way of thinking for small and medium-sized enterprises. Enterprise informatization can change the traditional management mode of enterprises, help enterprises save costs and improve work efficiency. Although information technology is not a life-saving straw for enterprises, it can add a bumper for the ice breaking road of small and medium-sized enterprises.

At present, 52.7% of China's small and medium-sized enterprises first focus on marketing and marketing FromEMKT.com.cn (Sales) problems, the website also focuses on information dissemination, followed by the development of e-commerce. This shows that the demand for information in small and medium-sized enterprises is mainly focused on solving the imminent problem of survival. In fact, in recent years, e-commerce has matured. Trading platforms and payment tools including "Jin" and "treasure island" have been rapidly promoted through market tests. This area is a fertile land for small and medium-sized enterprises and even large enterprises.

Informatization is just increasing the power of enterprise gaming in the market upheaval, and will not cause enterprises to mutate. Especially for most small and medium enterprises, informatization means capital and manpower input first. From the survey data, compared with the past, although the budget and intensity of China's small and medium-sized enterprises for informatization construction are increasing, but from the absolute proportion of total investment in enterprises, the proportion of total assets is only 0.75%, while the proportion of foreign large enterprises' investment in total assets is 8% to 10%. On the one hand, we must bear the pressure of the market. On the other hand, we must stimulate the market demand, and information construction has become a matter that enterprises must do but must do according to their abilities.

At the same time, in recent years, information products such as station products, mailbox products, trading products, search products and management products are constantly being developed, upgraded and replaced. A number of digital enterprises have come to the fore, and more practical products have been launched. They have launched the "Z" digital marketing platform for small and medium-sized enterprises, and UFIDA has also introduced new management software to promote the localization of e-commerce in China.

Take the "Z" as an example, as an integrated network marketing platform, it aims to integrate a number of information applications. It is an open, modular and scalable enterprise level integrated platform suitable for small and medium-sized enterprises. It can provide domain name bookkeeping, site establishment, network marketing, e-commerce, enterprise information portal and other applications. It can also be used as an integrated active marketing platform for enterprise communication, mobile commerce and enterprise promotion.

Compared with other small and medium-sized enterprise informatization products, "Z" has changed "build" to "use", emphasizing that the ultimate goal of enterprise network marketing platform is "application" rather than "construction". It effectively integrates the network functions that may be involved in customer management, network promotion, integrated communications and other enterprises, and can directly access the well-known search engine, providing multi-point intelligent access statistical analysis for enterprises, so that enterprises can control their input output ratio at any time, thus enhancing the ability of enterprises to control business and investment and enhancing the competitiveness of enterprises.

Chen Mingfei, vice president of China power enterprise, described the characteristics of "Z": "the miniaturization of large ERP can not meet the needs of small and medium-sized enterprises. We rediscovered the information needs of SMEs, and found that 95% of them were related to market demand. "Quotient Z" 1; information platform plus portal, plus instant messaging, plus intelligent analysis and decision making system, tracking all customer behavior, grasping customer information, and helping other enterprises to develop marketing through other means or means. We are laying the groundwork for meeting the needs of today's enterprises and satisfying their future needs. This is our advantage. "

More importantly, "Z" can also deeply integrate enterprise website product description, inquiry, message, download, survey, order, network marketing, payment, SMS, e-mail and other functions according to the business process of enterprises, providing a one-stop solution for the informatization operation of SMEs.

Another feature of "Z" is the successful application of the concept of "operation" to the realization of enterprise informatization, which is in line with the current SaaS model. While vigorously promoting the "Z" information operation mode, China power enterprises also pioneered the introduction of SLA (service level agreement) in the industry, thus establishing the first mature and quantifiable service indicator system in the industry. In the view of CEO power of Chinese enterprises, in the face of fierce market competition, the core issue of enterprises is marketing and management. Only when information and application are integrated effectively with marketing and management can enterprises be effective and valuable.

　
Since the development of enterprise informatization, the era of hype concept has passed, and the products launched by the enterprises that provide information services are not technically revolutionary in the strict sense. What is different from the past is that the products launched by these enterprises have been continuously refined and accumulated, and have a deeper user base. Take the power of Chinese enterprises as an example, its advantage lies in its accumulated and expanded entity business networks and technology products over the years. "Leading enterprises and social service platforms are the main driving force at present. 34.7% of enterprises carry out information technology by relying on the information platform of leading enterprises in this industry, and 29.6% of enterprises rely on social service information platform. In fact, the "affiliation" approach is more suitable for small and medium-sized enterprises, because with the help of this type of business information platform, small and medium-sized enterprises can change from "passive rush to rush" to "active network marketing" under the more economic premise. The front end of "Z" is the website, and the background is a network marketing management platform. It can be said that this way constitutes the rudiment of the information service portal for SMEs.

"Small and medium-sized enterprises really need not a website or a single network marketing product, but an integrated network marketing platform. This network marketing platform must have a large number of applications, which can not only achieve the internal management of enterprises, but also achieve marketing management and e-commerce, helping enterprises reduce costs, improve efficiency, tap customer needs and sell products. Moreover, considering the IT application status of SMEs, this platform must be modular and scalable. He said.

The key lies in application and participation, making full use of all kinds of resources, realizing interaction, realizing effective circulation of information, and ultimately achieving marketing upgrading. In 2008, small and medium-sized enterprises are facing the turning point of the market, and at the same time, they are also facing the turning point of informatization. Aside from the surface form, the real effect will be the only criterion to consider whether the enterprise informatization is successful or not. This will also be a severe test for all small and medium-sized enterprises and their information service providers.