Traditional transactions between enterprises often consume a lot of resources and time, and sales, distribution and procurement occupy the product cost. Through B2B transactions, buyers and sellers can complete the whole business process online, from establishing initial impression and shopping around, to bargaining, signing, delivery, and finally to customer service. B2B makes the transactions between enterprises reduce the workflow and management costs of many transactions and reduce the operating costs of enterprises. The convenience and extensibility of the network enable enterprises to expand their activities, and it is more convenient and cheaper for enterprises to develop across regions and regions.
B2B is not only to establish an online group of buyers and sellers, but also to provide a basis for strategic cooperation between enterprises. It is absolutely impossible for any enterprise to realize B2B alone, no matter how strong its technical strength is and how good its business strategy is. The era of going it alone has passed, and the establishment of cooperative alliances among enterprises has gradually become a development trend. The network makes the information flow unimpeded, and enterprises can establish complementary and mutually beneficial cooperation in market, product or operation through the network, form horizontal or vertical business integration, and truly realize a global logistics management model with larger scale, stronger strength and more economical operation.
Edit this paragraph B2B website optimization problem
Website optimization has become the basic network marketing strategy of B2B e-commerce websites. Because B2B e-commerce websites have obvious B2B industry characteristics, B2B website optimization is facing the unique problems of B2B websites.
1) comprehensive questions.
The structure of B2B website looks very simple, which is nothing more than the main columns such as supply information, procurement information, product library and enterprise library, as well as the classification of different industries and different product categories under each column, and the corresponding information is released to the corresponding classification. However, in fact, the classification method of B2B websites is very important for the overall optimization of websites. Unreasonable classified catalogue will cause comprehensive problems such as users' difficulty in obtaining website information, search engines ignoring secondary columns and secondary column information, and low PR value of websites. According to the experience of new competitiveness in B2B website optimization research, the problem of setting columns and classified directories in B2B websites is more prominent.
2) A large number of newly released information cannot be included by search engines.
With the increase of supply and demand information, a large number of newly released information is constantly updated, but many new information has been scrolled to multi-level directories before being included in search engines. Due to the unreasonable design of website structure, even if all pages are converted into static pages, information may still not be collected by search engines.
3) Constraints of dynamic web pages.
Leading websites have realized the static processing of all information through website optimization and transformation. But up to now, there are still a large number of websites that use fully dynamic webpage technology, and even the main columns and sub-columns are dynamically generated. Such a dynamic website has been unable to gain any advantage in the natural retrieval results of search engines. Even if a webpage is included in a search engine, it is difficult to gain any advantage over other static webpages with similar content. As a result, fewer and fewer visitors are brought by the natural retrieval of search engines.
4) The design of webpage title and the relevance of webpage content.
In the website where the content is edited by the website maintainer, the design of the page title and the correlation between the page title and the page content can be well controlled. However, in B2B industry websites where users publish information by themselves, the problems of unprofessional page title design and low correlation with page content are more prominent. The consequence is that not only the supply and demand of information content pages have no competitive advantage in search engines, but even the performance of the whole website may be affected. This is described in "Low-quality Web pages in search results of search engines and their causes analysis".
There are many problems in the optimization of B2B e-commerce websites. In addition to the basic elements of the website that are not considered in website optimization, there are also various problems caused by improper operation of B2B website technicians who are exploring website search engine optimization. Many problems have become incurable diseases over time, which not only fail to achieve the purpose of website optimization, but also cause more problems on the website.
Edit the profit model of this B2B website.
According to the Survey Report of Industry E-commerce Websites in China, from 2002 to 2006, the number of domestic industry E-commerce Websites continued to grow at a high speed, with an average annual growth rate exceeding 15%. At present, there are more than 65,438+0,800 e-commerce websites, of which 565,438+0.22% were profitable in 2006. Among them, 45.75% of the industry e-commerce websites achieved one-year profit, and 5. 19% websites achieved six-year profit. The main ways to make a profit on a website are as follows:
[Enterprise profit model]
Enterprise profit model
(1) membership fee
Enterprises participating in e-commerce transactions through the third e-commerce platform must register as members of B2B websites and pay a certain membership fee every year to enjoy various services provided by the websites. At present, membership fees have become the most important source of income for domestic B2B websites. For example, Alibaba's website charges two kinds of membership fees: China suppliers and Chengxin Tong. China supplier membership fee is divided into 40,000 yuan and 60,000 yuan per year, and Chengxin Tong membership fee is 2,300 yuan per year. The first year fee for each member of China Chemical Network is 12000 yuan, and the annual comprehensive service fee thereafter is 6000 yuan; China Jinshitong membership fee for hardware distributor 1580/ year, and Million Network 600/ year.
(2) Advertising expenses
Online advertising is the main source of profit for portal websites and the main source of income for B2B e-commerce websites. Advertisements on Alibaba's website are charged according to their location on the home page and the type of advertisements. China Chemical Network has pop-up advertisements, floating advertisements, banner advertisements, text advertisements and other forms for users to choose from.
(3) Bidding ranking
In order to promote the sales of products, enterprises hope to rank themselves in the top position in the information search of B2B websites. On the basis of ensuring the accuracy of information, websites will adjust the ranking order according to the different fees paid by members. Alibaba's bidding ranking is an exclusive search ranking service for honest members. When a buyer searches for supply information in Alibaba, the information of the bidding company will rank in the top three of the search results and be found by the buyer at the first time. The chemical search of China Chemical Network is a chemical professional search platform based on the world's largest chemical website. It searches nearly 200,000 chemistry and chemistry-related websites around the world, with a total of 50 million pages. At the same time, the ranking order of enterprises is determined by means of search bidding.
Edit this paragraph on B2B and e-commerce.
The disclosure of personal data is the biggest factor. If a hacker cracks the source code of a webpage and plants a Trojan horse or virus on the webpage, as long as you log in and enter your personal data, the hacker can immediately know what personal data you have laid on the webpage. Therefore, how to protect customers' personal qualifications is the biggest problem in e-commerce. If not handled properly, electronic stores will be eliminated.
Brand B2B promotes and subdivides B2B concepts.
Network economy is the only way to develop innovative knowledge economy. In this case, on the one hand, e-commerce represents advanced productive forces, on the other hand, it also provides valuable opportunities for the rapid modernization of enterprises in China.
According to different participants, e-commerce can be divided into business-to-business (B2C), business-to-business (B2B), business-to-government (B2G), consumer-to-consumer (C2C) and consumer-to-government (C2G). Among them, B2B is the fastest-growing traditional form of e-commerce, which has a history of many years. Especially through the electronic data exchange running on the value-added network, business-to-business e-commerce has been rapidly expanded and popularized.
To put it simply, B2B is to put enterprise catalogs and commodity catalogs on the Internet, and buyers and sellers conduct transactions, which shows the electronic market constructed by such an e-commerce website. In addition, B2B also includes electronic infrastructure such as logistics and distribution, application service providers, outsourcing solutions, auction solution software, content management software, application integration software, online business software and traditional ERP companies. B2B business relationship is based on high trust. B2B bulk transactions can give full play to the potential benefits of e-commerce, which can be achieved through centralized supply, procurement automation and high efficiency of distribution system.
With the development of e-commerce, the traditional e-commerce represented by B2B is all about the transaction of material goods, while the B2C, C2C and other forms of e-commerce derived from B2B are all about the transaction of products. With the rapid breakthrough of Internet technology, the continuous improvement of the whole market economy system, and the further recognition and dependence of society on the intangible asset of brand culture, e-commerce limited to material commodity trading has been unable to adapt to the development of Socialism with Chinese characteristics market economy, and "brand B2B" was born under this background.
Brand B2B is brand-to-brand, that is, brand integrated communication. It was born in the Internet environment and rooted in the high-tech soil of the Internet. It is a brand-to-brand cultural communication with the help of the Internet. The core appeal of its model is to realize the integrated communication of brands, and it is a network interactive cooperation platform mainly aimed at customers and service providers. The so-called service providers refer to public relations media companies, institutions or organizations that serve brand integration and communication. The so-called customer service refers to enterprises, city governments or other organizations with brand integration and communication needs. Brand B2B is the supplement and promotion of traditional e-commerce. These two stages or two aspects penetrate and interact with each other, just like inseparable right and left hands, which are indispensable.
Different from the transaction subject of traditional e-commerce, people who serve brand integration and communication are generally legal persons rather than natural persons. Even a natural person is a natural person with the characteristics of a legal person in essence. Therefore, it can be said that one of the trading subjects of brand B2B must be business. So we divide brand B2B into three basic forms: B2B, B2C and B2G.
Edit the differences between B2B, B2C, C2C, C2B and B2G.
B2B (Business to Business) refers to the business relationship established between businesses. For example, we can only buy Coca-Cola at McDonald's because of the relationship between McDonald's and Coca-Cola's business partners. Merchants establish business partnerships in the hope of forming complementary development opportunities through what everyone provides, so that everyone's business can be profitable. Examples: Million Net, Alibaba, HC Net, Business Opportunity Net.
B2C (business-to-consumer) is a common phenomenon that suppliers sell goods directly to users. For example, if you go to McDonald's for dinner, that's B2C, because you are just a customer. For example, Dangdang, Zhuo Yue and Youkate.
C2C (consumer to consumer), similar to the retail market, the shopping object is directly the end user. Example: Taobao, Paipai, Yi Bei, yes.
C2B (consumer-to-business) is a relatively new concept, which means that the customer chooses what he wants and the price, and then the merchant decides whether to accept the customer's request. If the merchant accepts the customer's request, the transaction is successful. If the merchant does not accept the customer's request, then the transaction fails.
B2G(business to government) mode is an operation mode of trade activities between enterprises and the government through the network, such as electronic customs clearance and electronic tax declaration.
Mainly the difference between objects:
B2B: E-commerce between enterprises
B2C: Business-to-individual E-commerce
C2C: Person-to-Person Electronic Commerce
C2B: Personal-to-Business Electronic Commerce
Note: EC refers to e-commerce
Comparison of B2B platforms between two universities;
B2B platforms of Asian schools (represented by Alibaba, Million Net, HC Net, China Manufacturing Trading Network, Business Opportunity Network, business treasure, China Manufacturing, global sources, etc.). ).
Advantages:
1, which is well-known in China and has gathered a large number of similar domestic enterprises;
2. The number of visits is relatively large;
3. Services close to domestic customers;
4. The business opportunity publishing and trading mechanism is relatively direct and easy to operate.
5. Break the traditional face-to-face trading concept and realize convenience and quickness.
Disadvantages:
1, generally does not solve a fundamental problem-low visits by foreign buyers and customers;
2. It is considered by foreign countries as a distribution platform for small commodities in China, which is mainly based on short orders and small batches, and it is difficult for large customers to make inquiries;
3. There are many inquiries in the form of internal batch inquiry, but there are few transactions;
4. A large number of domestic peer companies are flooded with them, and fierce competition makes the profits extremely low;
5, to get a good ranking needs to pay a huge cost, and the cost performance is getting lower and lower;
6. Basically, the advantages are concentrated in clothing, arts and crafts, hardware, electronics and other industries, as well as markets in Southeast Asia and the Middle East.
7, security performance can not be guaranteed, afraid of hacker attacks, the website will be paralyzed, causing great losses.
B2B platforms of European and American schools (represented by kompass, Thomas thomasnet and Carrier kellysearch). )
Advantages:
1, the traffic volume basically comes from overseas, mainly in Europe and America, all over the world;
2. Both of them have a long history, deep foundation and high popularity in the fields of traditional publishing, exhibitions and other commercial information;
3. It has gathered high-end foreign buyers and business people, and the inquiry quality is high. Once the transaction is formed, it will be a long-term and stable cooperation;
4. Standardize trading methods, pay attention to brand and credit, and enhance the long-term competitiveness of enterprises;
5. There are abundant means of inquiry, brand, product display and publicity.
6. The platform has advanced technology, in-depth service and accurate and reliable data.
Disadvantages:
1, unknown in China;
2. High degree of specialization and complicated use;
3. There are few direct inquiries;
4. The transaction process is long.
Edit this cost analysis.
E-commerce is a new economic growth point in the 2 1 century and represents the future economic development direction. At present, the loss of e-commerce makes people analyze and discuss the cost of e-commerce. E-commerce makes the transaction form change from the physical market to the virtual market, which may lead to the change of transaction cost. B2B mode analyzes the cost composition of e-commerce and the change of enterprise transaction cost under e-commerce, and probes into the influence of B2B e-commerce mode on transaction cost.
Edit the cost composition of e-commerce in this paragraph.
1. Technical cost
The technical cost of e-commerce includes software and hardware cost, learning cost and maintenance cost. E-commerce is the product of the combination of various technologies. Expensive investment, complicated management and high maintenance cost make some enterprises that lack system, technology and talents flinch.
[cost analysis]
cost analysis
2. Safety cost
In any case, the security of transactions is always the primary concern of people. How to ensure the fairness and security of online transactions, the authenticity of the identities of both parties, the integrity of transmitted information and the undeniable nature of transactions has become the key to promoting e-commerce.
3. Logistics costs
The most difficult thing to solve in e-commerce is logistics distribution. Logistics distribution is an important and final link, the goal and core of e-commerce, and it seems to be an important measure to measure the success of e-commerce.
4. Customer cost
The customer cost of e-commerce refers to the sum of the expenses spent by customers on online transactions, such as surfing the Internet, consulting, paying until the final goods are in place. This is a completely network-dependent service. As long as consumers enjoy this service at the beginning, they have to bear the minimum cost of several yuan per hour, not including the cost of purchasing corresponding hardware equipment and learning.
Edit this puzzle
Website optimization has become the basic network marketing strategy of B2B e-commerce websites. Because B2B e-commerce websites have obvious B2B industry characteristics, B2B website optimization is facing the unique problems of B2B websites.
1) The comprehensive problem of unreasonable website columns and product classification settings. The structure of B2B website looks very simple, which is nothing more than the main columns such as supply information, procurement information, product library and enterprise library, as well as the classification of different industries and different product categories under each column, and the corresponding information is released to the corresponding classification. However, in fact, the classification method of B2B websites is very important for the overall optimization of websites. Unreasonable classified catalogue will cause comprehensive problems such as users' difficulty in obtaining website information, search engines ignoring secondary columns and secondary column information, and low PR value of websites. According to the experience of new competitiveness in B2B website optimization research, the problem of setting columns and classified directories in B2B websites is more prominent.
[bsb]
bsb
2) A large number of newly released information cannot be included by search engines. With the increase of supply and demand information, a large number of newly released information is constantly updated, but many new information has been scrolled to multi-level directories until it is included in search engines. However, due to the unreasonable website structure and hierarchical design, even if all pages are converted into static pages, information may still not be collected by search engines.
3) Constraints of dynamic web pages. Leading websites have realized the static processing of all information through website optimization and transformation. But up to now, there are still a large number of websites that use fully dynamic webpage technology, and even the main columns and sub-columns are dynamically generated. Such a dynamic website has been unable to gain any advantage in the natural retrieval results of search engines. Even if a webpage is included in a search engine, it is difficult to gain any advantage over other static webpages with similar content. As a result, fewer and fewer visitors are brought by the natural retrieval of search engines.
4) The design of webpage title and the relevance of webpage content. In the website where the content is edited by the website maintainer, the design of the page title and the correlation between the page title and the page content can be well controlled. However, in B2B industry websites where users publish information by themselves, the problems of unprofessional page title design and low correlation with page content are more prominent. The consequence is that not only the supply and demand of information content pages have no competitive advantage in search engines, but even the performance of the whole website may be affected. This is described in "Low-quality Web pages in search results of search engines and their causes analysis".
Innovation of profit model of B2B website
China B2B websites can innovate the profit model in the following ways.
1. Develop value-added services
B2B websites can expand their income sources by developing value-added services, such as providing website building services, enterprise certification, online payment and settlement, and product quotation information services.
2. Alliance and cooperation
Netsun Technology invested 50 million yuan to build an "alliance website-business treasure", and business treasure joined hands with professional websites to form a "small portal alliance" model to meet the real needs of users, so that users can provide both "professional" and "comprehensive" services, and effectively and equally integrate the content and traffic of professional websites. Now business treasure wants to become "the world's leading merchant portal and search platform".
3. Resource integration and diversified development
With the development and market segmentation of comprehensive websites and industry websites, the business crosses and the competition becomes increasingly fierce. In order to improve the comprehensive competitive advantage, some websites began to take the road of diversified development and develop new sources of income. The integration of business segmentation mode and the sharing of resources have become the main means for B2B websites to consolidate their own advantages and open up new markets. In short, the fundamental profit model of B2B websites lies in innovation, and only by continuous innovation can we succeed in the e-commerce market.