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APEC E-Commerce Forum To Explore The Operation Mechanism Of E-Commerce

2010/6/29 10:38:00 55

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The special psychology of consumers in e-commerce has brought new challenges to the business philosophy of enterprises. Businesses must break away from the traditional limitations of business thinking and break through in marketing strategies, ways and means, and establish a suitable operation mechanism for e-commerce.

Modern consumers are seeking new products, seeking beauty, seeking novelty, and eager for personal consumption.

Modern enterprises develop networks

Marketing

We should give full play to the advantages of Internet and divide different target markets according to the different characteristics of consumers to meet the individual needs of consumers and provide customized services.

Haier's B2B2C global customization model, launched in China, can produce personalized products according to the consumption characteristics of different countries and regions. At present, it can provide more than 9000 basic models and more than 20000 functional modules for consumers to choose.

In the words of Haier CEO Zhang Ruimin, "if you want a triangle refrigerator, we can also meet your needs".

In just a month, Haier got about 1000000 custom refrigerators.

Order

It shows that the era of product customization has arrived.

Only when the price is favorable and the price is public can the online customers try online and make purchase decisions.

With the weakening of market monopoly, price monopoly has been broken, which requires enterprises to strengthen flexibility and establish a flexible price system when choosing pricing strategies.

One is the automatic price adjustment system, that is, flexible adjustment of prices according to factors such as season, market demand, and prices of the same kind of commodities. The two is the intelligent bargaining system, that is, allowing consumers to negotiate prices directly with merchants on the Internet.

The most striking feature of e-business, which is different from traditional marketing, is the interactivity of network, which satisfies consumers' independent and independent shopping psychology.

Interactive marketing on the Internet must at least achieve two points: first, the immediate feedback of consumers' information needs.

If there is no reply within a few minutes, the merchant may lose the customer.

Two, after the customer has read the online information, the enterprise must provide feedback information in time, so as to establish contact with them.

It also allows customers to choose the information they are interested in, and can modify the above content.

For enterprises, network marketing must ensure that goods are delivered to consumers in the shortest time by the nearest distribution network, which must be completed by modern logistics distribution system.

For example, Haier has built a modern logistics system based on order information flow, global supply chain resource network, global user resource network and computer information network.

It takes only 10 days for Haier to complete customised orders, while ordinary businesses need at least 36 days.

Haier has built 42 distribution centers in China, which can distribute more than 50000 customized products to 1550 Haier stores and more than 9000 marketing points every day.

In the central city, 8 hours of distribution is in place, 24 hours in the radiation area, and 4 days in the country.

network

Market

The key point of management is not to attract people, but how to dig out those who want to shop online. This requires enterprises to provide humanized services.

Such as warmly greeting every online customer; providing timely good product advice; creating a 24 x 7 service mode (7 days a week, 24 hours a day for customer service); paying attention to training customers' sense of security and trust; establishing online communities in an implicit way and establishing emotional ties in the community.

Being alert to the virtual shopping environment is the universal psychology of online consumers.

Most of them have encountered problems such as information, product quality, after sale service and unreliable manufacturers' credit.

To establish a good corporate image and brand image and win the trust of customers through a good reputation is the fundamental measure to meet the needs of consumers' safety. It is the premise and foundation for the success of e-commerce. In addition, establishing a sound credit mechanism, providing a fair and standard legal environment, building a superior technical platform, and improving the corresponding network supporting system are necessary safeguards for the safety of online pactions.

It is reported that by the APEC (APEC) and the Chinese Ministry of Commerce Co sponsored, the Ministry of foreign affairs, the Ministry of industry and commerce, the General Administration of customs and the General Administration of quality supervision, inspection and Quarantine will support the fourth APEC e-commerce forum, which will open in May in Chengdu, China.

During the forum, the APEC e-commerce business alliance expert committee will be formally established, and the two major activities of "China Electric (600795, stock bar) sub business E value list" will be launched. The delegates will witness the glorious moment of the most investment value enterprises and 10 best representatives in China's e-commerce field.

The guests will discuss the current hot topics of e-commerce in China, converge on the edge of wisdom, and talk about the future of e-commerce in the world economy.