At present, China's e-commerce is in a stage of steady development, which is not only the external environment for enterprise development, but also a powerful tool and means for enterprise development.
E-commerce is a new business model that realizes information exchange, online shopping and electronic payment between customers and enterprises based on the application of browser/server in the open network environment of Internet.
In the e-commerce environment, almost all powerful enterprises have established their own e-commerce websites on the Internet. Every enterprise introduces its own enterprise on the website, provides all kinds of enterprise information, displays its products and services, and some also provide electronic trading means to conduct online transactions. General enterprise websites provide customer service mode, providing users with login access, information inquiry, technical support and other services. These websites can conduct business, trading and service activities for consumers and enterprises. The e-commerce websites of all these enterprises constitute the online enterprise world. They are the virtual reality of the entity enterprises in the network world and the "body body double" of the entity enterprises in the network society, including their faces and operation modes, as well as their mutual transactions, business contacts and information exchange.
In the network society, in addition to corporate websites, there are websites of governments, banks, trade associations, intermediaries, institutions and schools, which together with corporate websites constitute a complete network society. This network society is the virtual and extension of the whole real society on the Internet.
The basic characteristics of e-commerce environment can be analyzed from the following aspects:
1. 1 highly developed information technology
E-commerce environment is firstly a highly developed information technology environment. The computer network based on Internet and Intranet and the communication infrastructure based on telephone communication, optical fiber communication and broadband communication provide people with a fast and smooth information exchange environment. People can use e-mail and other online information transmission methods to quickly transmit, process and save data such as information exchange and file transmission, which not only greatly improves work efficiency, but also greatly reduces operating costs. It is something that can't be done manually before, and now it can be done easily.
1.2 Free and relaxed social environment
The e-commerce environment is also a relatively free and relaxed social environment. In the real society under the net, enterprises and individuals are divided into different countries, provinces, cities and regions, as well as various industry departments and levels. These compartmentalization and restrictions have caused many restrictions on our business. People need to spend a lot of time, cost and energy to meet these heavy constraints, and some things are simply impossible. However, in the network society, it can be said that it is an unbounded environment, and the constraints of regions, industries and levels are relatively much less. The websites of all enterprises on the Internet are equal, and there is no restriction of region, industry or level. As long as it does not violate the law, it can carry out various business activities more freely. Nowadays, governments all over the world have also implemented relatively loose and free policies on the Internet. Therefore, in the real society, online business operation should be much more convenient and efficient than offline business operation.
1.3 near and far customer market and supplier market
E-commerce environment, because it is an unbounded environment, no matter how far away customers or suppliers are, no matter which country, region, industry or level, no matter whether the two sides know each other or have a direct relationship, they can have close contact through the Internet. All these customers constitute the customer market of the enterprise. All these suppliers form a supplier market. Therefore, enterprises can directly contact with their customer markets and supplier markets without obstacles. In this sense, the online social environment is an environment based purely on demand relationship, while the offline real environment is an environment based on demand plus relationship. Offline work, in addition to the demand relationship, also attaches great importance to complex social relations, including regional relations, industry relations, superior-subordinate relations, hierarchical relations, internal and external relations and so on. Only by dredging all these internal and external relations and connecting them from top to bottom can things be done well. Online business is much simpler, and the relationship between enterprises and customers is pure demand and supply. Do what you need to do, you don't need to worry about relationships. The fairness and objectivity of doing things are very obvious and the efficiency is very high.
1.4 Complete and convenient business processing
E-commerce environment generally relies on e-commerce websites to work. All enterprises have established their own e-commerce websites, and they have become an online society.
General e-commerce websites have relatively complete functions. For example, there are:
1) enterprise introduction and publicity, including the introduction of various departments of the enterprise, and even some typical personal information, enterprise development strategy, service purpose commitment, etc.
2) Introduction, publicity, display and advertisement of enterprise services and products;
3) Business scope and process of the enterprise;
4) Customer relationship window;
5) sales window;
6) purchasing window;
7) enterprise management window;
8) Electronic payment window;
9) Friendship link window, etc.
As long as you are given certain permissions, you can enter any window and handle the business you need. Anyone sitting on a computer and pressing the mouse can handle related business conveniently and quickly.
1.5 Convenient and fast customer communication and supplier management
In the e-commerce environment, because there are distant and close customer markets and supplier markets in the network society, enterprises can use their own e-commerce websites to contact customers conveniently, and customers can also log in to contact enterprises conveniently. Enterprises and customers can exchange information conveniently and quickly, strengthen business contacts and improve work efficiency. Enterprises can use e-commerce websites to collect customer information, establish customer files and manage customers.
Enterprises using their own websites can not only strengthen customer communication, but also contact suppliers conveniently and quickly. Once you need to place an order and find resources, you can quickly find a responsive supplier online and conduct business negotiations online, and you can quickly reach a cooperation intention and carry out cooperation actions. Enterprises can also use e-commerce websites to collect supplier information and manage suppliers and supply chains.
1.6 online and offline working environment
In the e-commerce environment, two working environments have been created objectively for enterprises, one is online and the other is offline. The relationship between these two working environments, offline is the foundation, and online is the expansion and extension of offline environment. With wings, enterprises can exert their abilities, improve efficiency, reduce costs and gain a bigger market. Smart entrepreneurs will skillfully use these two working environments, skillfully combine them, give full play to their respective strengths, and obtain the maximum benefits of the enterprise.
From the above analysis, we can see that the e-commerce environment has created an efficient and convenient business environment for enterprises and created very favorable conditions for their development.
In the e-commerce environment, logistics enterprises should make full use of the favorable conditions brought by the e-commerce environment and establish a set of working mode suitable for the e-commerce environment, so as to maximize the development of enterprises. The working mode suitable for e-commerce environment includes many aspects. This paper only discusses the customer service mode of the third-party logistics enterprises in the e-commerce environment.
2. Analysis of the business model of the third-party logistics enterprises in the e-commerce environment.
The so-called business model refers to the business processing model of an enterprise. The business processing mode of third-party logistics enterprises mainly includes undertaking the logistics business contract of customer enterprises, completing the designated logistics business according to the contract and obtaining business income. Specific logistics business activities, including obtaining business orders, organizing material procurement, warehousing, warehousing, transportation and distribution, and fund settlement. In the e-commerce environment, these contents should make full use of the characteristics and advantages of the e-commerce environment to organize and plan scientifically. The purpose of enterprises' operation in e-commerce environment is to make full use of the characteristics of e-commerce environment, make full use of network resources, expand the market, expand the scale of operation, improve work efficiency and core competitiveness, so as to achieve the purpose of improving economic benefits.
Through the analysis of the characteristics of e-commerce environment, we can see that the business model of third-party logistics enterprises should be considered from the following aspects.
2. 1 Develop modern information technology and establish an e-commerce website based on Internet/Intranet.
First of all, enterprises should adapt to the e-commerce environment and enter the "network society". If you can't even get into the online society, how can you talk about using the e-commerce environment? Now that the Internet has been established by others, a fascinating online environmental resource already exists. Now let's see if we can use it. To make use of it, we must establish our own intranet, develop the enterprise management information system, establish the enterprise's own e-commerce website and connect with the Internet. In this way, we can make use of internet resources, enter the online society, make full use of the favorable conditions of e-commerce environment for online business, and serve the enterprise's own development.
Establishing an intranet, developing an enterprise management information system and establishing a website may be considered as a big step by some enterprises, because it will cost hundreds of thousands to millions of dollars, especially for some small or large enterprises without long-term vision. It's not easy to make such a big decision. The owner of a logistics distribution center admits that with such a large sum of money, I might as well build a warehouse, buy some vehicles, expand my business and directly increase my operating income. But the question is, do these fixed assets really have a market? Can you guarantee it? Can you guarantee that it will not be idle? Do you have stamina? During the planned economy period, some old storage and transportation enterprises once built so many warehouses and logistics infrastructure, many of which have not been fully utilized so far. Therefore, the key is to develop the market. Only by opening up the market and increasing customers can enterprises have stamina. The development of information technology is a necessary means to open up the market and accumulate the stamina of enterprises. As we all know, the real development of Baogong Company, a well-known logistics enterprise, began after the development of enterprise management information system. With the development of management information system, Shenzhen Haifu Company has greatly expanded its market, expanded its business and enhanced its stamina.
Of course, if the enterprise funds are really difficult, it may not be achieved in one step, and it can be implemented step by step. First develop a small system, then develop a larger system, and finally complete the management information system of the whole enterprise, establish a website and connect with the Internet. But the purpose must be firm, which can be said to be the only way to adapt to the e-commerce environment.
2.2 An enterprise's e-commerce website should have a strong customer service function.
Developing enterprise management information system, establishing e-commerce website and connecting to the Internet are still suitable for e-commerce environment. In order to make full use of the favorable conditions of e-commerce environment, we should also strengthen the functions of e-commerce websites, and make full use of e-commerce websites to do more things for enterprises and obtain the greatest benefits.
As far as the customer service function of the e-commerce website of the third-party logistics enterprise is concerned, it should at least have the following functions:
2.2. 1 customer login function;
E-commerce websites should first have the function of customer login. There are two basic ways to log on to a website:
First of all, any customer can click on the website address of the enterprise, enter the website for general browsing and input information. This login cannot open the business system page to obtain business information. This method is suitable for general customers and new customers.
The second is to set permissions and password authentication for users. After logging in to the website, enter the user's password and password, and after being recognized by the system, you can directly enter some functional modules of the enterprise business system to obtain relevant business information. This login is only applicable to those old customers and customers who have business relations recognized by the enterprise. Enterprises are usually managed by the so-called membership system. The so-called membership system is a collection of customers who have been included in the enterprise customer list, have detailed and reliable information, have entered the scope of enterprise customer management, and thus enjoy certain rights and obligations. If a general customer wants to become a member customer, he/she must fill in the customer information questionnaire, log in as a general customer and enter the real and detailed information. If ordinary customers want to have business relations with enterprises, such as entrusting a logistics distribution center to carry out warehousing, transportation and distribution for themselves, they must fill in a detailed and true customer information form, so they will naturally become member customers of enterprises.
Because for enterprises, there are always general customers and member customers objectively, so these two login methods of enterprise websites are necessary.
2.2.2 Customer information survey and customer message function;
Customer information survey and customer message function are mainly set for new customers and general customers. These customers can log on to the website, but can't access the business system. If they want to get business information, there are only two possible ways: one is to fill in the customer information form and explain their purpose; Second, just fill in the customer's message, explain your own situation and intention, and wait for the reply from the enterprise. These two functions are an important way for enterprises to collect information about new customers and general customers, which is of great significance for enterprises to increase member customers, understand market information and expand customer markets. So these two functions are also necessary.
2.2.3 customer calling and customer communication functions
This is a broader, more practical and more complex function. Customer call and communication include not only the one-way text operation function of logging on the website and filling in information, but also the two-way interactive voice and text operation functions such as telephone, fax and email. Because of the widespread use of telephone and fax, this function is more universal and practical.
Customer calls include two directions: customer calls to enterprises and enterprise calls to customers. The forms of communication include telephone, fax, e-mail and letters. Customer communication is also called information exchange, including information exchange and face-to-face conversation. The forms of information exchange can be letters, faxes, emails, customer information and replies. These forms of information exchange are discontinuous in time and can be staggered. Both parties need not be present at the same time, but face-to-face conversation can be conducted by telephone.
Some of these two functions need to enter the business system, leave records or perform some functions of the business system. For example, orders and contracts, remittance information and customer information transmitted by fax, letter and e-mail by customers, etc. It should be recorded in the business system. When an enterprise calls a customer to forward relevant business information, it needs to perform relevant functions of the business system and extract the information and send it to the user. Therefore, the website of an enterprise should have the function of multimedia conversion, which can convert voice information into text information, convert unformatted information into formatted information and leave records.
By the way, some advanced customer communication functions also have the function of member clubs. That is, a special page has been set up for all member customers to express their opinions freely, exchange experiences and opinions with each other, and even provide some online entertainment methods for member customers to entertain themselves.
2.2.4 advertising function
The advertising function of the website is mainly to promote the influence of enterprises and products, expand their attraction, attract general customers and develop new customers. Some people say that the network economy is a kind of "attention economy", whose website attracts the most attention, and the more people it attracts, the more customers it can attract, so the core of advertising function is to increase attention and attraction. This can take a variety of measures, such as:
1) The website name design is distinctive, easy to arouse people's interest, concise and easy to remember;
2) The page design is novel and unique, exquisite and beautiful, and easy to click;
3) Use striking and concise text descriptions, animations, artistic fonts, banner advertisements, etc. Promote enterprises and products;
4) Establish a harmonious working atmosphere with music, color and multimedia;
5) If possible, you can also design some interesting entertainment projects, news, novel reading, popular science knowledge and technical consultation, training projects, etc. To increase the attraction of the website.
2.2.5 Customer information storage, processing and analysis functions;
One of the most important functions of the website customer service model clock is customer management. The basic content of customer management is to develop new customers and manage member customers well. To manage member customers well, we must first manage the information in the member roster. Customer information must be collected, stored and maintained correctly, including basic customer information and customer business information. Managing customer basic information means maintaining customer basic information table. Managing customers' business information means maintaining business tables. According to customer orders, the business transaction table should be counted to find out the business volume and business reputation of each customer. If there are too many customers under management, customers should be divided into ABC three categories according to their business volume and business reputation, and classified management should be carried out, and an incentive competition mechanism should be introduced to prevent customer risks. According to the regional distribution statistics of customers, formulate the development strategy of enterprise customer market and develop new customers and markets.
2.2.6 Customer business processing and information feedback functions;
An important function of enterprise e-commerce website is its business processing information system. This is the most basic function. The business of the enterprise is not handled well, and everything is out of the question. The most basic business of logistics distribution center is to store, transport and distribute customers' materials for customers. The effect of storage, transportation and distribution is what customers are most concerned about. According to the business process of the enterprise, it is necessary to track every business and leave a record, which can provide customers with inquiries. Customers are relieved to see the progress and quality of their business processing. If the quality is handled well, it can improve customer satisfaction and cultivate loyal customers. The promotion of loyal customers is the easiest way to attract new customers, expand the customer market and form a virtuous circle. Of course, if the processing quality is not good, it will also form a vicious circle and lose customers. This requires us to do both online and offline business operations.
2.3 Enterprise online business processing function
The online business processing of an enterprise is an enterprise's logistics management information processing system, including the information processing of enterprise material procurement, storage and distribution. Different enterprises may have different specific businesses. For general third-party logistics enterprises, they should have the following basic functions:
1) material code management;
2) warehouse location management;
3) fleet management;
4) driver management;
5) Material storage management;
6) Material delivery management;
7) Transportation dispatching management;
8) Transportation business management;
9) Customer management;
10) supplier management;
1 1) settlement and cost management;
12) Economic benefit management;
13) system maintenance.
The advantage of enterprise logistics management information system is that it can not only enjoy information, improve processing speed and efficiency, but also update data online in time and feed back to various business departments and customers in time to support the previous customer service function. Therefore, logistics management information system is the basic work of enterprise operation. The results of online business processing can provide customers with inquiries at any time, which is very important for enhancing customer confidence, cultivating loyal customers and expanding customer market.
2.4 Enterprises should combine online operation with offline operation to strengthen the customer service function in all directions.
E-commerce environment provides us with favorable environmental conditions. It is very necessary to make full use of online resources and do a good job in online operation. But we must not ignore online operation, only pay attention to online operation and ignore offline operation. Instead, we should combine online operation with offline operation, give full play to their respective advantages, complement each other's advantages, realize the operation of enterprises, and obtain the greatest benefits.
Online operation has been described above. The offline operation mode shall perform the following operations:
First, pay special attention to the operational quality of logistics operations. Every customer business we undertake must be successfully completed according to the customer's requirements, and there can be no mistakes;
Second, strive to do a good job in pre-sales and after-sales service. Contact, coordinate and provide technical advice in advance, take the initiative to provide their own assistance services, and think of the shipper and customers; Actively cooperate with customers in loading and unloading after sale, provide technical advice, solicit customers' opinions and improve the work. After each business operation is completed, it can leave a good impression on customers and achieve customer satisfaction.
Third, cooperate with online customer service means to collect, feedback and consult customer information.
Fourth, do business in a civilized way and establish a good corporate image. Storage, transportation and distribution are most likely to cause tail gas, noise and pollution to the social ecological environment, resulting in traffic tension. Logistics distribution enterprises should strive to improve their technical level, vigorously carry out civilized operations, minimize pollution, and establish a good corporate image in society. Establishing corporate image also includes actively improving the relationship with customers, suppliers, government departments, banks, community streets and social welfare undertakings, so as to be fair and trustworthy.
Fifth, with online advertising, we should also make full use of the characteristics and advertising methods of real social media, do a good job in advertising, promote enterprises, promote products and services, and expand the visibility of enterprises.
And so on. In short, we should combine online and offline, give full play to their respective advantages, allocate resources most effectively, and form an efficient working mode suitable for e-commerce environment.