Ask for paper materials! Alibaba's network communication and traditional communication methods, the gods help.

The profit strategy of e-commerce industry in China: The stocks of Sohu, Netease and Sina listed on NASDAQ in China rose sharply in less than a year, which was attributed to the good expectation of future performance and the promotion of NASDAQ's "small-cap is gold" share price. The essence of performance regression lies in the infiltration and combination of the profit model of the network and the traditional economy. By revealing the essence and law of network economy, this paper seeks more communication points between network and traditional economy, that is, new profit growth points. The essential reason for the existence of online profit model lies in the change of communication mode. To sum up, there are the following three ways of communication: 1) Change the traditional way of communication between people, and different network platforms give birth to different communication relationships. Different communication relations mean different profit growth points. Tencent QQ, Yi Bei, CHINAREN, Netease's making friends in the same city, MMS magazines, MTV music and online interactive games are all based on platforms that change the way people communicate. The above communication platforms are actually operating different interpersonal relationships. QQ provides people with more subtle communication methods besides direct face-to-face, telephone (instant messaging), e-mail and message (cross-time communication), and provides a more mysterious, private, presumptuous and economical communication space. "Invisible and intangible" has become a "necessary" communication demand model that some people like, a fashion and a competitive advantage of Tencent. EBay is actually an auction communication relationship between operators and people. The basic point of this relationship is to transform the traditional commodity auction relationship. Focusing on this unique profit value chain, Yi Bei should pay attention to the need to further integrate credit intermediary, logistics, communication directory platform and commission system to promote trading and profit growth. Otherwise, all transactions will become online house games, and no real auction profit model can be generated. Classmates' course selection subdivides the market platform online, which changes the traditional post-graduation communication mode between classmates. The profit model of making friends in the same city is to operate a communication relationship similar to making friends or meeting in love. It gains value because it greatly expands people's free opportunities to make new friends. Netease's online interactive games provide people with the communication relationship of remote interactive games and gain value. The nature of network communication platform depends on the excavation and definition of communication relationship. This "tapped" relationship itself does not need to be tapped, because it always exists around you, just like if there is no internet, you have to chat with friends by phone instead of QQ, meet online instead of playing cards through online games, sell goods you don't want through an intermediary instead of Yi Bei, and find your favorite through a marriage intermediary instead of dating in the same city. The relationship between people actually exists forever, but the network redefines this relationship in time and space. The only task of network operators is to focus on this. 2) Change the communication relationship between people and enterprises in the traditional sense. EBEY, the online "Wal-Mart", gains value by providing an online borderless supermarket, which changes the communication relationship between supermarkets and customers based on commodity purchase, so that customers can meet their shopping needs without the restrictions of time and space movement. Ctrip and E Long rely on the asymmetric price negotiation with the hotel industry to provide cheap and convenient hotel reservation services for individuals in the value chain of the tourism industry, even value-added services such as air ticket reservation and travel consultation, which has changed the simple reservation communication relationship between individuals and hotels in the traditional sense. The unique operation mode and the rise of Ctrip brand have prompted them to further integrate the value chain of the traditional tourism industry and realize the integration of tourism industry transactions with the core competence of providing cheap booking transaction prices and convenient transaction methods and reducing customer transaction costs. Dangdang online bookstore has replaced the traditional way of communication between bookstores and people and become a new fashion gathering place for buying books. The reduced retail price due to the change of purchase channels and the convenience of the purchase process have become the new driving factors for buying books, thus creating value for customers. The provision of trial reading opportunities, the interaction of online book reviews and the retrieval of classification scales have become the competitive advantages that Dangdang needs to strengthen to maintain new communication relations. Sina, the portal website, released hot news, which changed the traditional personal understanding of the news communication relationship. Internet search engines Baidu, Google and Yahoo have changed the traditional communication relationship of people going to the library to look up the yellow pages to retrieve information, and reduced the personal search cost and the "discovered" cost of creating value for enterprises. Nintendo, the game giant, has set up a game feedback section for online players, and directly established a communication platform based on online consultation and communication with gamers to gain the competitive advantage of interactive player loyalty. 5 1JOB has changed the traditional way of communication between recruitment enterprises and talents. Brand promotion, recruitment, talent evaluation, headhunting service, human resource skills training and dissemination, and human resource system outsourcing have become new interactive communication links needed to build competitive advantage. The new communication method can reduce the communication cost between recruiters and recruits and gain profit value. The profit model of "One Card, One Netcom" launched by China Merchants Bank has actually changed the traditional deposit communication model between banks and individuals. Compared with other large state-owned banks, the traditional deposit channel communication mode of China Merchants Bank is at a disadvantage. China Merchants Bank's strategy is to transfer the scope of competition to a new communication platform, and use the change of communication platform to promote China Merchants Bank to gain its initial competitive advantage quickly. China Merchants Bank's next challenge is how to deal with other powerful competitors, who still have an absolute advantage on the traditional communication platform, but are catching up on the new communication platform. The success of listing financing makes it unnecessary to worry too much about the source of funds for expansion. The most important thing is whether China Merchants Bank re-examines its strategy to gain new competitive advantages. Lenovo's "related application" technology tries to change various communication methods based on personal, enterprise and social information in the IT industry, and its main competitor will obviously be standards rather than a single enterprise. In the process of competition with DHWG (Digital Home Working Group), an international standard platform with similar technology, the makers of competition rules are actually IT, home appliance manufacturers and consumers downstream of the value chain, not the standard makers themselves. The outcome of competition sometimes depends not on the judgment of the future trend of technology application, but on the standard-maker. In fact, all kinds of communication relations have always existed around us, but the mode of communication has changed due to network technology, and the profit acquisition point will vary according to the different communication relations: First, profits will be generated by directly providing services and commodities, such as EBEY, Dangdang and Ctrip. Com, online consulting service fees and online advertising revenue all belong to this category. However, the source of profit collection may come from customers (such as Dangdang, China Merchants Bank's online personal transfer system, SMS sending, MMS magazines, and friends' points). It may also come from companies that meet customers' needs or companies that advertise on the Internet (for example, E Long charges commissions for hotel reservations, Sina charges companies that advertise on websites, Google charges search companies that join, and 5 1JOB charges recruitment companies). The second is to gain the profit of the core business based on the profit movement of the whole website value chain. Netease's news section provides free browsing services, but what attracts more attention is the profitable items such as consumer paid online games, making friends in the same city, sending short messages and downloading ringtones. Sohu's mailbox has a free policy, but it locks in a large number of users to obtain advertising revenue and SMS sending revenue, while 163. NET, because Sohu and 163. NET has different profit point selection strategies. Thirdly, it is an integral part of establishing service competitive advantage to obtain comprehensive system profits, such as Nintendo's online consulting game service, after-sales service online complaint, Microsoft's online software help, UPS's global express online transportation status query, etc. 3) There are two main ways to change the traditional communication between enterprises. One is the communication relationship between different enterprises, which gave birth to the profit model of Alibaba, Meishang.com and global sources, mainly engaged in the communication relationship between supply and procurement of enterprises. The value of this kind of network enterprise is like a socket hub, which provides a communication platform connecting the two ends of the supply chain. The success of such enterprises depends on the implementation effect of profit strategy. That is, around this relationship, enterprises need to devote themselves to building competitive advantages in product catalog database, global brand promotion, technical and business consulting based on transnational procurement, helping customers succeed rather than just selling products, cultivating customers at both ends of the value chain, and platform operation strategies, all of which are determined based on the nature of communication relationship. The second communication relationship is based on the communication within the enterprise. This communication model has spawned the profit models of SAP, Golden Disc, UFIDA, Cisco Network and Oracle Bone Inscriptions, formed a huge network connection system based on the internal operation of enterprises, and gradually extended to the integration of external markets or supply chains. I think the opportunity of future profit model will appear in the process of integration of internal communication and external communication. Traditional e-commerce is full of B-to-C and B-TO-B labels and symbols, which are artificially shrouded in daunting business background words and cannot be touched. In fact, the essence of online e-commerce lies in the change of communication methods, and the relationship of communication has always existed. The relationship of communication has always existed in the traditional economy. When we only focus on how to attract attention and ignore the real profit point, "burning money with dignity like Chun Xue" is tantamount to creating a lively tragedy. When Nasdaq's share price fell to the point of delisting, it began to reflect on the existing communication relationship around it. It turns out that you can communicate online. Go to the scene to experience it. Living with excited internet survivors for a few days is more effective than CEO's chaotic research reports. Sometimes a large number of research reports just prove that people really have two ears. The profit strategy of e-commerce must seek the combination with traditional economy, which means new profit points. The new network economy is called the new network economy because of the change of communication mode, and the definition of communication relationship should be realized under the traditional economy. The determination of communication mode and relationship provides the general strategic direction for the links that need to establish competitive advantage. The type of communication determines the core strategic profit model adopted. The competitive trend in the future drives some active network enterprises to turn to other communication quadrants. Tencent is trying to enter the enterprise-level QQ instant messaging market segment, and global sources has long been more than just a product buying and selling intermediary platform. Global sources has entered other communication quadrants by publishing professional information processing and analysis journals, disseminating advanced management technologies, and holding enterprise export operation training, so as to help customers achieve success and obtain sustained value. As a result, its competitors are far behind. Some portals are gradually integrating and optimizing their sub-brand channel combinations, and entering different communication quadrants to obtain comprehensive profit growth. Netease tries to gain a strong competitive advantage in the sub-channel field of online games. Netease fully introduces the wireless life strategy and cooperates with mobile terminals in business, technology, customers and brands. Through MMS magazine, through cooperation with MTV music TV stations all over the world, through 126 large-capacity free e-mail to compete for regular customers of competitors' e-mail, other areas of communication profit will be expanded. Through elite recruitment, Sina wants to gain a competitive advantage in the communication quadrant of web advertising enterprises and individuals, while Sohu stands out in the communication quadrant of women's channels. The above traditional communication segmentation has always existed, but it is gradually being used. At the same time, the portal is losing some ground. Yahoo tried to conquer the communication territory between EBEY and Amazon's enterprises and individuals, and between individuals based on commodity exchange, but it ended in failure. In this process of competition and cooperation, when the core resources supporting the overall profit strategy cannot be made within the network enterprises, websites begin to set foot in industrial integration. The motivation behind mergers and acquisitions is actually to integrate channels, technologies, customers, brands, funds and even national government policy licenses. In the increasingly fierce online profit model competition, almost all online enterprises hope to achieve sustained profit growth. In the process of examining the profit strategy of online enterprises, senior managers still have a lot of confusion. There are three simple principles that need high-level decision makers to attach great importance to: 1. The most important thing is to formulate a clear business development strategy on the basis of communication quadrant combination. To determine where the core profit point of an enterprise is, CEOs should clearly understand the driving factors that support the core profit of the network, and study whether it comes from policies and external environment or from customer loyalty. Compared with competitors, the barriers to the core driving force of enterprise performance are not high, and whether it can continue to grow. When many online platforms are qualified to send short messages, it shows that the barriers to competition in this field are declining. If most of the income comes from this business, then the CEO should re-examine the strategy. If the driving factor of corporate profits is only the dividend brought by the environment or policies, this state is like hitchhiking, but unfortunately the car will never be yours. 2. Determine the main driving factors that support the sustained profitability of the network, analyze the future development trend, study the development trend of policies and laws, changes in customer preferences and changes in the competitive landscape, integrate resources in advance, cultivate new core supporting factors, and achieve sustained growth in future performance. When all communication relationships are only realized on the mobile side, it means that the communication platform and communication methods will undergo major changes, and it is time for the CEO to re-examine the strategy. When the color screen appears on the mobile terminal, technological innovation enables customers' communication preferences (such as "personal-to-business" communication relationship industry magazines) to be realized on the mobile terminal. Therefore, it is necessary to enter this subdivision communication field as soon as possible in order to gain the position of the first brand in the mental model of consumer groups and finally gain the advantage of the competitive pattern in this field. To avoid the tragedy of "frog boiling water", we should pay attention to the change of environment. Now is only the past of the future, and the popular network communication platform in the future will be regarded as the traditional way of communication. 3. Determine the network communication mode based on communication relationship, investigate whether the competitive advantage of specific links that need to be strengthened is conducive to enhancing the customer value oriented by communication relationship, and which strategic competitive links we should continue to strengthen or stop investing resources and give up, and investigate whether our core competitiveness is enough to support the establishment of competitive advantage of specific links, and then carry out internal cultivation planning or external integration acquisition and operation plan to support the realization of the strategy. For reference only, please refer to it. I hope it helps you.