How to innovate sales management under the condition of informationization?

Research on the management mode and method under the condition of informatization The significance of the research on the organization of e-commerce management technology-E-commerce represents a brand-new management mode, which strongly impacts the traditional management mode in depth and breadth, brings severe challenges to the traditional management theory and method, and also provides opportunities for the development of new management technology. As far as the current research status of e-commerce is concerned, there are more scattered and applied studies and less systematic and theoretical studies; There are many studies from the perspectives of network technology and trading environment, but there are few studies from the perspective of management mode change, especially from the perspective of the interaction between management technology and e-commerce, and no comprehensive and systematic management mode suitable for China's national conditions under e-commerce environment has been put forward. At present, China's enterprises have extensive management, obvious industry personality characteristics and low degree of enterprise informatization. What enterprises need is a personalized e-commerce solution and enterprise management mode that suits them, rather than a simple mechanical copy. Enterprises in China can only study the management theories and methods of China enterprises in the e-commerce environment from their own technical conditions, financial conditions, business characteristics and economic environment, and fully consider it and modern management technologies. E-commerce promotes the reform of enterprise management theory and method, and the development and reform of enterprise management theory and method lays the foundation for enterprises to successfully implement and utilize e-commerce. The relationship between them is interactive. Therefore, it is of great theoretical value and practical significance to study the management mode in e-commerce environment. The research status quo-the convenience and quickness of e-commerce has had a huge impact on traditional commerce and has become a new trend in the world business field. According to the estimation of relevant UN agencies, the global e-commerce sales will reach $350 billion in 2000 and will exceed 1 trillion in 2002. In "Information Technology in Emerging Digital Economy" published by 1999, the US Secretary of Commerce said: "The rapid development of e-commerce shows that it will be the engine of the whole economic growth in the 2nd1century". In this context, a thorough study of the management mode under the e-commerce environment is the knowledge base to promote the deepening development of e-commerce. Economists believe that the network is a complex social and economic organization, which transcends the traditional dichotomy between market and enterprise, and thus forms the enterprise network theory. Winston, a famous American information system expert, emphasized the influence of business operation mode on e-commerce in his book Economics of E-commerce, and examined the network economy and electronic market from a comprehensive perspective. From the perspective of economic management, this paper systematically studies the static and dynamic pricing, utility, business strategy, business model and economic characteristics of intermediaries under the environment of e-commerce. In 2000, they completed the book Network Economy: Technology and Practice, and discussed the network economy and its value characteristics, e-commerce technology, online market mechanism, auction and negotiation mechanism, knowledge-based products and services and digital management from a strategic perspective. Many experts have also studied the customer service, market creation, introduction of new products and new technologies, business transformation and other issues in the electric business community, and discussed how to establish the * * * relationship between enterprises and between enterprises and customers. From the perspective of modern enterprise management application, the original hierarchical structure of commercial enterprises has been transformed into horizontal organization through computer network, and enterprise leaders can conduct comprehensive management directly through the network to complete comprehensive coordination and control, thus accelerating the turnover of goods and funds, improving the inventory structure of goods, improving the efficiency of commercial circulation and the scientific management level of enterprises, and making enterprises better adapt to the needs of market competition. From the perspective of management connotation, because the Internet has greatly shortened the distance between time and space, the business model, organization model and production model of enterprises will undergo great changes, and the interface between enterprises and foreign countries will also be greatly expanded, so the connotation of enterprise management has been further extended. In addition to the traditional management of enterprise finance, inventory, sales, procurement and production, many other links involving the whole enterprise value chain have also been brought into the management category. Enterprise management is changing from the effective use and distribution of internal resources to the management of the whole supply chain, and pays attention to finding the best way to combine e-commerce with the existing operation mode. Driven by e-commerce technology, the modern enterprise management mode is developing towards the trend of "operation process, functional integration and flat organization". From the business model, the current application models of e-commerce are mainly divided into online market, online high efficiency, online service, online commodity trading and e-commerce community. Network marketing mainly displays enterprise products and services through the network, so as to attract customers, strive to expand market share, and improve customer service quality through online customer service system. The high efficiency of the Internet mainly uses the cheap communication platform brought by the Internet to provide information transmission channels for enterprises widely distributed in space, promote information exchange inside and outside enterprises, improve office efficiency of enterprises and reduce management costs. Online services mainly provide customers with knowledge, experience, information product services or online technical services through the Internet, such as online consultation, online education and training, online software upgrade and maintenance, online safety diagnosis, etc. Online commodity trading is a huge technical and commercial system established to reflect the characteristics of online business such as high efficiency, transparent price and comprehensive information. Such websites can not only provide online product display and customer service, but also provide online purchase and sale services on the premise of fully solving technical barriers and commercial bastions such as online payment, authentication and distribution. The e-commerce community established on the basis of the online market model, using the advantages of the Internet, connects the government, financial institutions and enterprises, and truly forms an online virtual community. This mode needs to be discussed in depth in practice. Enterprises' participation in e-commerce is not only the application of software or technology, but also the change of enterprise management mode. From this point of view, this work needs further development, and many related theories and technologies need further study. The main scientific issues: A case study of the operating environment and development strategy of e-commerce in China. This paper probes into the legal environment, financial environment, humanistic environment and relevant policies of e-commerce, studies the development mode and overall framework of e-commerce suitable for China's national conditions, reveals the inherent essence of e-commerce, and probes into the relevant conditions for the benign operation of e-commerce. (1) Research on the legal environment in the development of e-commerce. It mainly includes the research on privacy, taxation, intellectual property, international cooperation, contract law and anti-monopoly law. (2) Research on financial policy in e-commerce environment. Such as electronic money, online payment and financial risk management. (3) Research on network ethics. It mainly includes system guarantee, relevant national policies, decision-making and its ethical orientation, network moral development, network moral education and management, etc. (4) Research on the influence of e-commerce on society, economy, culture and enterprise form. Business model research mainly studies the theoretical analysis and practical application of different business models, and discusses how to establish contact with business partners and how to use the network to establish new communication channels with customers. (1) Research on the application of business model in e-commerce environment. Including online shopping, online publishing, online marketing, online negotiation, online securities trading, online auction, online banking, distance education and training. (2) Marketing research in e-commerce environment. Analyze the influence of e-commerce on various existing marketing channels, study the psychological and behavioral characteristics of consumers under the network economy, and study the theory and method of network marketing, marketing strategy and information dissemination mode. (3) Study the different ways and business strategies for enterprises to enter the field of e-commerce. (4) Research on electronic market model. Including negotiation, auction and online market mechanism. (5) Study the effective collection and utilization of business information. The mechanism analysis of network economy studies the internal mechanism of network economy with e-commerce as the main form, establishes the operation simulation model, and discusses its evaluation and measurement methods. (1) Research on the evolution of network economy and its influence on real economy. (2) Research on new rules of network economy competition. (3) Research on Agent-based network economic system simulation model. This paper mainly discusses the operating mechanism of the network economy system, the management and decision-making of enterprises under the e-commerce environment, and the ways and methods of government macro-control. (4) Study the future government's management of the Internet. This paper focuses on the influence of network economy on the government's operating environment and citizens' expectations, the changes of government structure and functions, and the government's guidance and regulation of Internet development. (5) Research on the identification and measurement methods of business information value. Research on the management change caused by e-commerce: the concept of e-time and the change of management mode caused by e-commerce include the strategic view, value view, competition view and development view of enterprises, involving business strategy, enterprise form, enterprise culture, business process, technological innovation and talent training. (1) Research on the theory and method of supply chain management in e-commerce environment. (2) Research on logistics management and control in e-commerce environment. (3) Research on enterprise reorganization, process reengineering and business transformation in e-commerce environment. (4) Research on virtual enterprise M&A, website alliance and group website management in e-commerce environment. (5) Research on network organization design, alliance strategy, internal benefit distribution mechanism and rationality evaluation. (6) Research on enterprise culture, enterprise form and cooperation and competition strategy among enterprises in e-commerce environment. (7) Research on the theory, method and application of knowledge management. It mainly includes: the transformation from uncoded tacit knowledge to organizational coded knowledge; Dynamic mechanism of knowledge innovation; Discovery, collection, arrangement, enjoyment and protection of knowledge; Development and management of knowledge-based products and services; Research on human capital cultivation and innovation incentive. (8) Research on new problem-oriented management technology. This paper focuses on the intersection of existing management technology with behavioral science, computer science, information science, economics and other disciplines under the network economy environment. 4.2 Research significance of information management system under the network environment-The information wave promoted by the modern information technology revolution is rapidly breaking and reorganizing the order and structure of the world economy, and the world economy will be re-divided. This change not only profoundly changes people's lifestyle and behavior patterns, but also leads to the redistribution of global strategic resources and competitive advantages. Enterprises in developing countries are facing more severe challenges. Due to economic informationization and globalization, enterprises are facing fierce competition and the danger of being eliminated. On the one hand, they should adapt to the development of network economy and keep up with the pace of information age; On the other hand, we should make full use of the Internet to obtain information, exploit the market and enhance our competitiveness. In the era of network economy, information plays an increasingly important role. Information has become a strategic resource to determine economic growth, and information technology will be the core technology to promote economic development and social progress. Many enterprises in our country have backward management level, outdated management mode and low application level of information technology, and there is also a misunderstanding of attaching importance to technology and neglecting management in enterprise informatization. The backward management level limits the role of information technology and lacks a reasonable overall development strategy. Faced with this sudden change, it is particularly important for China enterprises to seize this opportunity, make full use of network technology, speed up the process of enterprise informatization and improve their competitiveness in the international market. Research Status-Under the network environment, information systems have some new features different from the past in terms of functional requirements and research and development, and have been given new connotations. Traditional information systems can no longer meet the needs of enterprise development, on the one hand, because most of these systems are based on intranet, which is easy to form "information islands" and lack of continuity in business. On the other hand, with the intensification of competition among enterprises, it is very important for enterprises to respond quickly to customers' needs and preferences, and services that meet the individual needs of enterprises and consumers are paid more and more attention. The core value provided by information technology is changing from product, technology to service. Pay attention to customer management and information service, customers are no longer passive recipients of products, they can participate in product design and production, and can directly propose services that can meet their own personalized requirements to manufacturers. Both at home and abroad attach great importance to the research of new generation information systems, such as enterprise resource planning system (ERP), computer integrated manufacturing system (CIMS), intelligent decision support system (IDSS), workflow management system (WfMS), manager information system (EIS), customer relationship management (CRM), etc. They respectively summarize different fields, styles and emphases, have the characteristics of the times, and are essentially modern enterprise management ideas. It can be seen that the research on information system at home and abroad is developing towards networking, integration, intelligence, personalization, real-time high efficiency and customer relationship management. At the same time, with the improvement of the openness of information system, the security of information system has attracted more and more attention. The field of information system security engineering is booming. In addition, traditional information system development methods are mostly function-oriented or data-oriented. They are based on the organizational structure of enterprises. Generally, the information requirements of business functions and business processes are defined first, and then how to support these information requirements with information technology is considered. Obviously, such an information system design is based on the existing business processes and cannot adapt to the new competitive environment. Moreover, the traditional information system has too long development cycle, poor system openness, limited decision support ability, huge workload of system development and maintenance, and lack of flexibility. At present, many research institutions are studying the development of information systems under the network environment, and put forward the methods of component-based software engineering (CBSE) and information system development based on general modeling technology. The main scientific problems take the research of information system based on WEB as an example, and make full use of network technology and information system to realize the close connection between internal and external information processing of enterprises, improve the quality of enterprise decision-making, and meet the rapidly changing and personalized user needs. (1) Research on Enterprise Resource Planning System (ERP) based on three-tier C/S structure. (2) Research on Internet-oriented enterprise information system integration. (3) Research on WEB-based business intelligence system. (4) Research on the integration of geographic information system (GIS) and management information system in Internet environment. (5) Research on modern design methods and product development based on product data management (PDM) in Internet environment. Decision support system and expert system study the opportunities brought by network technology and artificial intelligence technology for various decision support systems, study machine learning, knowledge discovery, decision-making technology, reasoning and modeling technology, and explore various decision support systems such as model-driven, data-driven, communication-driven and document-driven. And the decision support system is extended to the network platform and applied to all links of the enterprise supply chain. (1) Research on WEB-based Decision Support System. (2) The research of e-commerce negotiation support system (NSS). (3) Research on the architecture of the new generation decision support system based on data warehouse and data mining. (4) Research on strategic management decision support system. (5) WEB-based expert system and its application research. Research on information system integration and knowledge oriented to supply chain: By using highly mobile information and knowledge, we can overcome the internal friction and waste of resources in the circuitous process, meet the rapidly changing and personalized user needs, and provide all-round support for the internal and external relations of enterprises. (1) Research on the development and application of enterprise information system oriented to supply chain management. (2) Research on customer relationship management system and call center. (3) Research on the architecture of integrated information system based on CORBA. (4) Research on workflow management system. (5) Research on information system based on constraint theory. Research on the development method of information system: in the development technology, research the technology that supports a variety of general standards and integrates different functional modules and components; In terms of system functions, personalized user interface, dynamic business process reengineering, integration with other application systems, business intelligence and other advanced requirements. All of them are fully considered, and beyond the logic of specific management theories and methods, the information system is positioned as a propeller of management theories and methods, not a constraint.