1 Answer:
Because the business model of e-commerce in China is more and more diversified and mature. E-commerce business models can be roughly divided into five categories according to transaction objects: B2B of business organizations, B2C of business organizations to consumers, B2G of business organizations to government departments, C2G of consumers to government departments and C2C of consumers to consumers. Although some relatively novel models have begun to appear, such as B-B-B-C, it will take a long time to develop on a large scale. B2G and C2G are government e-commerce activities, not for profit, mainly including government procurement, online customs declaration, tax declaration, etc. And it will not have a great impact on the entire e-commerce industry. So what is discussed below is B2C, C2C and B2B e-commerce modes.
B2C mode is the earliest e-commerce mode in China, which is marked by the official operation of 8848 online mall. At present, the B2C model is mainly adopted by companies such as Dangdang and Zhuo Yue. B2C means that enterprises provide consumers with a new shopping environment through the Internet-online stores, where consumers shop and pay online. Because this model saves time and space for customers and enterprises, it greatly improves the transaction efficiency, especially for busy office workers, this model can save valuable time. At present, the payment method of B2C e-commerce is a combination of cash on delivery and online payment, and most enterprises choose logistics outsourcing to save operating costs. With the change of users' consumption habits and the promotion of excellent enterprise demonstration effect, online shopping users have grown rapidly, and this business model has basically matured in China.
The appearance of C2C mode is marked by the establishment of Yi Bei in 1998. At present, C2C mode is mainly adopted by companies such as Yi Bei and Taobao. C2C e-commerce mode is a person-to-person online transaction behavior. At present, the operating mode adopted by C2C e-commerce enterprises is to build an auction platform for buyers and sellers, and charge transaction fees in proportion, or to provide a platform for individuals to open stores on it and charge fees according to members. Although there are more than 654.38 billion netizens in China and the market scale is huge, due to some conditions, C2C e-commerce in China is still in the stage of financing and burning money to gather users, and has not formed a mature profit model. The three basic elements of retail e-commerce are information flow, logistics and capital flow. C2C has been basically solved. At present, the real difficulty lies in trading credit and risk control. This year, China's e-commerce websites launched payment tools such as Alipay and Anfutong, as well as compensation systems, which greatly improved this crisis of purchasing trust. However, it will take a long time for C2C market to completely break through these constraints.
Compared with B2C and C2C, B2B should be the best e-commerce business model in China. At present, companies such as Alibaba and HC mainly adopt B2B model. B2B mode is mainly to aggregate a large number of enterprises and businesses through the Internet platform, forming a big information ocean of buying and selling. Buyers and sellers choose the transaction object on the platform and complete the transaction through online electronic payment. Inter-enterprise e-commerce is the most worthy of attention and discussion among the three modes of e-commerce, because it has the most development potential.
2( 1) A:
First, the macro environment.
The analysis of macro-environment contains two levels of meaning:
The first is the environment of the entire e-commerce industry. It refers to the domestic and international economic environment, the government's development strategy and regulatory policies, domestic communication and network infrastructure, payment and logistics distribution related to e-commerce, etc. The international and domestic economic situation affects the value of e-commerce enterprises through market demand. The government's development strategy and regulatory policy are factors to be considered in evaluating any industry. The popularization of communication and network infrastructure, including computers, telephones and networks, is the material basis for the development of e-commerce, which has an important impact on the development of e-commerce in a country and the value of e-commerce enterprises. The perfection of payment, logistics and distribution system is the analysis of three direct influencing factors of e-commerce. From the trend, e-commerce is the theme of future social development, but any development has twists and turns, and e-commerce is no exception. It can be predicted that the development of e-commerce is a tortuous upward trend. The deterioration of the network environment for a period of time will directly affect the entry of funds in the field of e-commerce, which will inevitably lead to some situations: business ideas with great development prospects will lose their innovation and leadership because they are not favored by funds; Enterprises in the primary stage of development will also die because of lack of funds; Other unforeseen circumstances. The second meaning of macro-environment refers to the operating environment of specific industries involved in e-commerce. Different business plans involve different industries, and different industries have different business environments, including the macroeconomic situation of the industry, the position of the industry in the economic system, the competition within the industry, the degree of industry supervision and external support, and the application of e-commerce within the industry. In different stages of social and economic development, these factors in the same industry will have different effects on the industry, and the leading factors and secondary factors, positive factors and negative factors may transform each other. Therefore, when evaluating a business idea, we should first consider the macro-environmental factors based on the above two aspects.
Second, competitive advantage.
Competitive advantage is the primary factor to comprehensively evaluate the value of creative investment. We must first know what creativity does, and the core problem is how to get it. The fundamental purpose of judging whether it has a competitive advantage is also based on these two aspects. What to do and how to make a profit is actually the problem of this creative business model. When we need to evaluate an idea, we must first have a thorough understanding of its business model. Must be able to answer the following three questions:
1. What to do, what kind of service to provide,
2. For whom?
3. Where is the profit point and how to make a profit?
Then, we examine this competitive advantage from five aspects: innovation advantage, convenience advantage, barrier advantage, unique advantage and extension advantage. These factors have an important influence on the competitive advantage of an idea, and directly or indirectly affect the evaluation results. However, it should be pointed out that the focus of the survey will be different for different business models. We only point out the contents of evaluation and investigation for each factor. Innovative advantages The e-commerce industry is developing at an amazing speed, and ideas are emerging one after another. Because of the different submission time, the commercial value of the same idea is completely different. When we evaluate the innovation of an idea, we consider whether a similar website already exists, how long it has existed, and whether the industry uses e-commerce. If not, we can judge that this idea is innovative. At the same time, we will analyze the possible time of similar websites, and then analyze the value of this innovation.
To some extent, innovation represents the forefront of this idea.
Convenience advantage
One of the characteristics of the network is that it greatly saves time and energy compared with the traditional way. A convenient idea, although the service content it provides can also be realized in the traditional way, it will be easier and cheaper through the network, which can greatly save costs. If you don't have this feature, you won't have this competitive advantage determined by convenience. The concept of uniqueness advantage refers to the uniqueness of the online service provided by this idea, that is, ordinary people can only use this service online, or can only see this information online, and this service or information is necessary. It is worth noting that the advantages of uniqueness sometimes coincide with innovation, and the innovation of a website is actually uniqueness sometimes, but with the disappearance of innovation for a period of time, this uniqueness does not exist. When uniqueness and innovation do not coincide, that is, this uniqueness is not brought by its innovation, and when innovation disappears, uniqueness does not disappear.
In addition, uniqueness sometimes exists because of a certain monopoly concept in the industry. For example, power, telecommunications and other industries with professional nature, such websites are unique because of their professional nature. Generally speaking, the uniqueness caused by this reason has certain advantages. The advantage of barrier e-commerce is to engage in business activities by using the Internet. Its technical barriers are not too high, but different ideas may have different barriers. For example, an idea of online vocational training, its entrepreneurs have rich experience in vocational training and a wide range of customers, forming a resource barrier; An idea of selling jewelry online, entrepreneurs have jewelry professional knowledge and a complete production and sales system, which naturally forms barriers in these two aspects. Under normal circumstances, the creative solutions put forward by students at school are generally not barrier-free. Extended Advantage To evaluate whether a business plan has extended advantages is to see whether its business can be expanded to more aspects and thus provide more services. For example, some famous e-commerce websites focus on thousands and tens of thousands of products, and can constantly develop and launch new products to provide customers with simple and convenient products and services. Through this continuous extension, the breadth of products and services will be continuously strengthened, thus attracting customers and improving enterprise value. For example, Amazon's products continue to expand, in addition to books, but also to software, electronic products, auctions and so on. Extensibility is a very important factor for many e-commerce websites to have a competitive advantage. Through the comprehensive evaluation of the above five aspects, we can judge the competitive advantage of this idea.
Third, the management team
The management team is the place where special attention should be paid to the investment value of the project. If a business idea with the above competitive advantages is given to a layman with low quality and ability, it will certainly not succeed. On the contrary, if an imperfect idea is run by an experienced team with considerable management, organization and coordination skills and even relevant professional knowledge, there is no doubt that the project has a half chance of success. Many times, when evaluating the investment value of a project, the quality and ability of the project submitter are far more important than the business plan itself. For example, let's take a look at whether entrepreneurs have had entrepreneurial experience before, whether they are successful, and what are the reasons for success or failure? Will previous failures affect new startups? If he is a successful entrepreneur, it depends on whether he has invested in this project or not, and what is the ratio between what he invested and what he earned in the past, so as to judge how much risk the successful entrepreneur is willing to take and start a new career. The quality analysis of managers is mainly based on qualitative analysis and judgment, which not only examines the background and stability of managers, but also lies in their past performance records. Managers' ability to deal with problems in adversity is particularly valued. Whether the management team has rich experience in the industry and e-commerce fields involved in the project is a key point for our inspection.
Whether there is a clear development goal for the company's future development and the way to achieve this goal are important contents for evaluating managers. Evaluators can intuitively understand their own understanding of their own situation and development goals through interviews with creative people, and judge the rationality and reality of such goals. The analysis of the way to achieve the goal can reflect the comprehensive ability of the management team. It is necessary to analyze the talents in the management team and whether there are relevant talents in management, marketing and enterprise operation. If it is an e-commerce creative scheme developed on the basis of traditional industries, it is also necessary to analyze the background advantages of this traditional enterprise and what advantages exist through traditional channels can be effectively applied to e-commerce channels. In addition, it is necessary to say that when investigating a specific project, it is often evaluated according to the specific situation of each team. For example, to make an asp program, it is necessary to check whether there is anyone in the management team who can act as CTO, because CTO is more important than CEO at this time; ; But if it is a professional product, such as a health website, and if someone with a medical background is the CEO, it will add a lot of color to this team.
Fourth, the implementation strategy
If a project wants to succeed, it is not enough to have a good plan and a good team, but also to have a good implementation strategy. That is, good marketing strategy, management strategy and model, perfect financial system and scientific organization. Evaluate the corresponding marketing strategy, development strategy, management structure, strategies and models, as well as the rationality and flexibility of financial planning. There are many projects, although there are no outstanding places in terms of talents, but they have hired top consulting companies to formulate management strategies, marketing strategies and other programs. There is no doubt that such projects have advantages in implementation strategy.
Verb (abbreviation of verb) economy
Economy refers to the economic scale, input-output ratio and cycle of the project. Traditional enterprises should also consider the existing economic scale when developing e-commerce. The existing economic scale of enterprises will have a great impact on the development of enterprise e-commerce. Its existing brand and market share will affect the competitiveness of e-commerce, and the economic scale will determine its potential for continued development. Because e-commerce generally has to go through a long period of high investment, low return or negative profits. Even in the United States, where e-commerce is the most developed, there are not many truly profitable e-commerce enterprises. Therefore, it is very important to examine the expected profit cycle of the project. In addition, whether the income sources that constitute the enterprise are diversified is also the main point of evaluation. Diversification of income sources, on the one hand, can reduce the risk of expected profits, on the other hand, can guarantee income to a certain extent. Finally, whether the expected income can make up for all kinds of inputs, exclude the income with large risk factors, and analyze the relatively stable ratio of income to input is also an important factor to measure the economy.
The above five elements basically cover the main contents of our evaluation of the creative value of e-commerce. Two misunderstandings should be avoided when evaluating specific projects. First of all, we should determine the respective weights of the five aspects. In fact, there is no fixed formula for which of the five elements is more important, and the primary and secondary positions may be transformed into each other, depending on the characteristics of specific projects or changes in the business environment. The second misunderstanding is to ignore the internal relationship between the five elements. The five aspects of evaluation are by no means isolated from each other, but should be organically related to each other. Therefore, our evaluation is based on the comprehensive consideration of various factors, rather than the sum of all the evaluations. The above evaluation methods are not fixed, and the evaluation should constantly grasp the changes of environment and industry conditions and adjust the evaluation methods in time.