Development of network market
Source: Shangpin China |
Type: website encyclopedia |
Time: June 12, 2014
Jim Clark, president of Netscape, once said, "The Internet is the information highway that everyone is looking for", "It will completely transform the industrial structure, including broadcasting, publishing, finance, shopping, entertainment... This is a profound change". The space for enterprises to carry out online marketing activities is the electronic virtual market. Some are called online virtual markets, which are collectively referred to as Website production Market. The online market is composed of enterprises, government organizations and online consumers on the Internet. The expansion speed and development of the online market will directly affect the development speed and prospects of e-commerce.
Development of network market
The 21st century is a new networked market era. The 25th Statistical Report on the Development of Internet in China released by China Internet Network Information Center shows that online shopping in China has entered a period of rapid growth, with the fastest growth in the number of users of business transaction applications, with an average annual growth rate of 68%. Among them, the transaction scale of China's online shopping market reached 250 in 2009. Billion, with an annual growth rate of 80.9% for online payment users. It can be seen that online marketing is the inevitable choice of every business, and the online market is the most potential market in the future.
（1） The evolution stage of the network market
From the perspective of the mode and scope of online market transactions, the online market has gone through three stages of development:
1. Producer internal network market stage
In the late 1960s, Europe and the United States almost simultaneously put forward the concept of EDI (electronic date exchange), which is manifested in the electronic exchange of data, forms and other information between some large enterprises and the direct transfer of business documents with specific content between two trading partners by computers. Later, some industrial groups developed standards for procurement, transportation and financial applications, However, these standards are limited to trade within the industry, such as the EDI system of manufacturing enterprises, thus forming the prototype of the producer internal network market.
To put it simply, the EDI system of a production enterprise is to transmit all the paper documents of both the buyer and the seller in the trade processing by EDI communication network, and the computer automatically completes all (or most) processing processes. The specific process is as follows: the enterprise receives an EDI order, the system automatically processes the order, and checks whether the order meets the requirements; Then inform the internal management system of the enterprise to arrange production; Ordering spare parts from spare parts suppliers; Apply to relevant departments for import and export licenses; Inform the bank and issue EDI invoice to the ordering party; Apply to the insurance company for insurance policies, etc., so that the entire business activity process can be completed accurately in the shortest time.
In February 1996, the Ministry of Foreign Trade and Economic Cooperation (now the Ministry of Commerce) established the International Trade EDI Center, now the China International Electronic Commerce Center (CIECC). As a national informatization service organization, China International E-commerce Center (company) focuses on public services, professional services, security services, credit services and disaster recovery services, builds, operates and maintains China's authoritative, stable and secure third-party e-commerce service platform, and is committed to building a nationwide Connect the whole process e-commerce business platform of the world.
2. Stage of domestic and even global producer network market and consumer network market
Enterprises use the Internet to provide goods and services to domestic or global consumers. The premise of its development is the popularization of home personal computers, improving the commercial space capacity of the "virtual shopping mall", and using credit cards to settle online to accelerate the progress of virtual shopping. It has fundamentally changed the traditional marketing method, holding the initiative of choice in the hands of the buyer, that is, it has evolved into the consumer's "personal marketing" orientation.
"Online browsing, offline transaction" is the main online transaction mode at this stage. Its basic feature is that users browse online goods through the Internet, put the goods they are interested in into the "shopping cart" on the network, determine the items to be purchased, and automatically generate an order according to the contents of the "shopping cart". The online enterprise confirms this order, the customer's identity, delivery address and other information to the customer by phone, The goods shall be delivered to the place designated by the customer within the specified time, and the customer shall pay for the transaction when receiving the goods.
On November 12, 1998, Beijing established the leading group of e-commerce projects, which marked the official implementation of Internet based e-commerce in Beijing. Its engineering business model consists of four parts: online transactions between enterprises, online shopping between card users and merchants, online search, shopping guide and promotion activities, financial management of enterprises or merchants, and online enterprise management such as supply chain.
3. Information, digital and electronic network market stage
This is the highest level of network market development. The network is no longer just used to publish information, but to realize online transactions. From the perspective of the main body of online market transactions, online markets can be divided into four types: business to consumer (B2C), business to business (B2B), consumer to consumer (C2C) and international transactions. Enterprise to consumer online marketing is basically equivalent to electronic retail commerce. Enterprise to enterprise network marketing refers to the use of the Internet by enterprises to place orders, sign contracts, receive invoices and payments (including electronic fund transfer, credit card and bank collection, etc.) from suppliers, as well as other issues in commerce and trade (such as claims, goods delivery management and transportation tracking, etc.). Consumer to consumer online marketing refers to helping individual buyers and sellers realize online free auction, bidding, sales and other activities by providing them with online trading platforms. International network marketing refers to business to business or business to consumer e-commerce between different countries.
"Online browsing and online transaction" is the main online transaction mode at this stage. The precondition for the arrival of this stage is the digitalization and informatization of the circulation process, transaction process and payment process of products and services. The most critical is the electronization of the payment process, that is, the standardization, reliability and security of electronic currency, electronic banking, and electronic payment systems, such as online stock trading, online ship trading, and online stock market trading.
（2） Development trend of network market
The world economy is gradually moving towards a new economic era without borders. The globalization, knowledge, informatization, digitalization and networking of the world economy are the prominent features of the new economic era. In particular, online marketing has become the most powerful means and mechanism to promote the arrival of the new economic era. The network market is the most promising emerging market in the 21st century.
1. Internet technology is becoming mature. The hardware technology and software technology to realize the network marketing infrastructure are basically mature. Ethernet has experienced more than 30 years of steady development and is now entering the MAN and WAN. Operational Ethernet is the development direction of Ethernet in the future. Seamus Crehan, director of Ethernet switch research at Dell, said: "One of the latest market segments that is about to undergo major changes is lOG Ethernet. In 2004, 1OG network market took off. Cisco, Extreme, Foundry, Forcello, InfiniCon, Voltaire, Toppin and other companies have begun to promote the products of lOG.
2. Governments and individuals of all countries have shown great enthusiasm for accelerating the informatization construction, and have taken various measures suitable for their own country. The Singapore government announced the E-commerce Initialization Plan in August 1996, and promulgated and implemented the Electronic Transaction Law in July 1998. These provide legal basis and protection for Singapore's enterprises to carry out online marketing. Since the early 1990s, the Chinese government has also attached great importance to information construction, and has successively implemented a series of "golden brand" projects such as "Golden Bridge", "Golden Card" and "Golden Pass". In order to promote the informatization construction of the whole society, especially enterprises, our government has designated 1999 as the year of government access to the Internet, and has realized the openness and networking of government procurement. Its purpose is to improve the efficiency of the government and promote the informatization construction of enterprises and society through this measure. In the report "National Informatization Development Strategy 2006-2020", China proposed that vigorously promoting informatization is a strategic measure covering the overall situation of China's modernization drive, and is an urgent need and inevitable choice to implement the Scientific Outlook on Development, build a well-off society in an all-round way, build a harmonious socialist society, and build an innovative country.
3. The concept of online shopping and online lifestyle of global consumers are rapidly forming. With the development of microelectronics technology, software technology and network communication, home computers will have the ability to visualize. Visual online marketing will provide a "virtual reality" multimedia environment, allowing people to feel immersive in the process of online shopping. Vivid animations, video images, together with multimedia information such as text and voice, give consumers a near real feeling when selecting goods. The new changes in consumers' lifestyle and shopping style provide huge business opportunities for businesses' networks and marketing activities. In the 2009 China Online Shopping Survey and Research Report released by China Internet Network Information Center, data shows that in 2009, the number of online shopping users in China reached 1. 5% 0.8 billion people, and the transaction scale of online shopping market reached 250 billion yuan.
4. "Electronic space shopping mall" has become a high profit investment direction. The world's first electronic retailer, Home Shopping Network, has reached a sales volume of $1 billion. Its network has connected more than 65 million families. The number of times customers repeat shopping through the network is quite visible. A Japanese department store sold its famous brand products to all parts of the country through the "fake department store" set up on the Internet. After only 18 months of opening, its turnover soared by 60% and its profit increased by 20%. IBM officially opened the "World Avenue" on October 11, 1996. In this online shopping environment, IBM provides the latest network, database and technology, enabling retailers to use the Internet to establish their own virtual electronic stores, enabling consumers to choose their favorite products through the Internet. IBM's World Avenue provides retailers with a way to quickly find their customers.
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