Misunderstandings Of Developing E-Commerce In Small And Medium Sized Enterprises

E-commerce has brought large and medium-sized enterprises to SMEs.

Many small and medium-sized enterprises will pass effective

First, there is a lack of understanding of the nature of e-commerce and the operation mode of e-commerce, and there are some misconceptions in knowledge and cognition.

The essence of E - commerce is business.

Two, lack of careful assessment and calculation of the cost and benefits of implementing e-commerce.

While understanding the benefits of e-commerce, we should have a clear understanding of the cost of developing e-commerce.

These costs mainly include: equipment investment costs, including the cost of accessing all kinds of equipment necessary for accessing the Internet in various ways, and the cost of various types of terminals, computers, workstations, servers and software needed for the Internet; and communication costs, which mainly include charges for the pmission of information, and maintenance fees, including the salaries of network administrators and other consumer goods.

For an enterprise, especially in small and medium enterprises, it is necessary to pay attention to the careful evaluation and calculation of the above income and cost according to its own situation and then to make a decision, especially to prevent the mistake of blindly pursuing the advanced nature in the hardware investment.

Three, the lack of integration of the original production, marketing, logistics and other systems of organic integration.

In the process of developing e-commerce, SMEs need to have a complete and objective understanding of the original manufacturing system, products and marketing system, and need to build an effective enterprise internal information system to support the external network marketing environment.

We need to raise or rely on a group of experts with the expertise of the first hand to co-ordinate the operation of e-commerce activities, which include: co-ordination, marketing planning, network technology, production management, sales, finance, logistics and other talents.

The group that the enterprise relies on must have the superb skills and rich experience, and must take the development of service enterprises as the main task instead of selling their products or technologies. This is especially important for the successful development of e-commerce.

We need to give full play to the leading role of the first hand in unified thinking and unified planning and execution. Many enterprises have invested a lot of money in the implementation of electronic commerce, but the result is not very effective. The fundamental reason is that the whole business mode has not been integrated.

Four. Start with me and build business website with my own initiative.

Website is a platform for enterprises to display images, communicate information, display products and conduct business activities. It is an essential part of developing e-commerce.

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There is no doubt that the ability to attract and retain target customers to browse the website is the only sign of its success.

Because of this, in the process of building websites, enterprises must seriously investigate and analyze the needs and interests of target customers. Website construction should try every means to meet these needs and interests, and adhere to the idea of "customer led".

But many small and medium-sized enterprises did not notice this point when they set up their stations. They often started from me, mainly on me, especially like spending a lot of homepage space to introduce the history of enterprises, highlighting the buildings, leading inscriptions and resume of leaders.

These contents are actually not meaningful to friends who visit websites. They only care about their products, prices, quality, after-sale service system, value-added services and other content they need. This is why the number of visitors to many websites has never been able to go.

Five, ignore the importance of website maintenance.

Many small and medium enterprises believe that after the completion of the construction of e-commerce hardware, software and website, they will be able to go all the way. It is not easy to fight the rivers and mountains. If there is no high-quality person to maintain the enterprise website or the departments do not attach importance to the maintenance work, the initial investment of the enterprise will surely be wasted. The expected benefits will become a castle in the air, which has been proved by many enterprises' failure cases.

Six, separate e-commerce from traditional trade.

Many enterprises have such an understanding that e-commerce activities are different from traditional trade, and their operation modes and rules are completely different. E-commerce and traditional trade are two independent markets and independent fields. Therefore, different business practices should be adopted.

Some enterprises even set up two juxtaposition departments: the traditional marketing department and the new e-commerce department.

In fact, this understanding is extremely wrong, although e-commerce will eventually change many theories and methods of traditional trade, but at the present time, the application of e-commerce is also restricted by many bottlenecks, and its role is more reflected in network marketing.

A large number of facts have proved that e-commerce should be combined with traditional trade to play its role. It is a supplement to traditional trade. Enterprises should combine e-commerce with traditional trade activities, unify their thinking and action goals, and unify their marketing strategies, so as to maximize revenue.

Seven, neglect training for employees.

Because network information technology is still a new thing, for small and medium-sized enterprises, on the one hand, technology development talents are scarce; on the other hand, even technology application talents are mostly concentrated on well-educated young people. Most of the key personnel who occupy managerial positions can not skillfully use network information technology. Because of their fear of declining status and interests, they will even secretly boycott new business models and new office methods.

Some enterprises thought that after the completion of the whole e-commerce system, they thought everything was fine. They did not organize all the staff training in time, or they walked through the training field, or the leaders did not participate. Soon, because of the inconsistent pace and even mutual defenses, finally, the electricity business system that cost a lot of money was just providing some functions such as internet entertainment.

Eight, mistaken the website is the store.

A considerable number of small and medium-sized enterprises think that being an e-commerce website is actually opening a shop on the Internet.

Although this can be explained to the layman, it is likely that if an e-commerce operator wants to do so even if he wants to do so, he will probably end up with a failure.

This kind of mistake is similar to marketing as sales. In fact, the connotation and denotation of the former are much broader.

Moreover, in the current environment, there are only a limited number of products that can be sold directly online, and the most important way to develop e-commerce is to sell corporate image, product brand and information, and establish effective communication with customers.

Because of this, enterprises must plan for marketing when they build websites. Those who believe that the website can be built in five minutes can be paid for.