传统企业发展电子商务的7个路径(上)

     开展电子商务话题前,插入一个话题先,偶之前创业开DIY体验蛋糕店铺,还专门去蛋糕学校脱产学习了一个月(在偶滴立志中有介绍),虽然创业没成,但在过去的这6年时间里,还是有点难以忘怀啊。于是,偶决定利用业余时间,做点玩玩,重拾逝去的激情,(可惜,之前学的西点知识也忘得差不多啦!)。作品也许就在这周末诞生。

     人生可以追求的东西很多,但保持自己内心的一分宁静很难,让西点给生活加点佐料,让自己在这个躁动的社会里头多一分宁静。

    开始正文:

     在上文《传统企业发展电子商务的喜与忧》中讲到,传统企业发展网上零售业务已成为趋势,他们有自身的品牌、渠道、供应链、物流、服务方面的优势,同时也存在技术、营销、运营方面的劣势,目前比较多的企业使用第三方代运营。然而,我们也必须面对当前的第三方代运营现状,专家一语道破——“在研究了GSI和Amazon的相应服务之后,京东商城战略助理刘爽认为目前国内电商第三方服务商最大的问题是还处在靠人力劳动的阶段,看不到有成为‘中国版GSI’的希望。”也就是这个行业的真正的能够帮客户出谋划策的代运营公司很少,更多还是出卖人力,做低价值运营执行工作的公司。

    因此,在现阶段传统企业发展电子商务也得打破自身瓶颈。这里引入《网络营销战略、实施与实践》一书中网络营销的7S战略模型,这个模型基于麦肯锡提过7S的战略模型的一个延伸。我基于自己的理解对模型进行了一定修改,让它更加通俗易懂。

     如下:

因素

网络营销能力相关因素

关键问题

营销战略 网络营销在影响和支持组织战略中的贡献,以及具体的实施方法
  • 年度规划,获得合适的预算并呈现或传递投资的价值和回报。
  • 制定网络营销战略、营销方法的技巧
  • 融合线上和线下策略
组织结构 修改组织结构以支持网络营销
  • 与其他的管理、营销(公司沟通、品牌营销、直销)和IT人员,进行整合。
  • 使用跨职能团队和指导小组
  • 自己完成或者第三方代运营
制度及系统 开发专门系统机制、信息平台以支持网络营销
  • 平台系统的开发
  • 物流配送机制
  • 顾客信息的挖掘及跟踪机制
  • 运营质量控制机制
  • 统一网络营销分析机制
  • 外部资源整合方案
专业人才 按照他们的背景、年龄和性别以及性格特征将人员进行分类、如分成IT人员或营销人员、使用承办人/咨询顾问,或者招募新人
  • 自己完成或代运营
  • 实现高级管理工作的大批引进/参与到网络营销中去
  • 人员招募和保留
  • 员工发展和培训
文化融合 包括组织变革与公司文化的融合,确定文化形式 与网络营销团队在影响战略中的作用相关——这是一个有活力的、具有影响力的,还是保守的文化;这个文化与公司整体文化的融合程度
员工技能 关键人员的专业能力,以及电子商务团队所需要具备的技能 员工在特定领域的技能:合作商的选择、项目管理、特定的网络营销方法(搜索引擎营销、联合营销、电子邮件营销、在线广告等;网站运营能力等等;
长期发展 网络营销组织的指导理念,同时也是可分享价值和文化的一部分。这些目标的内部和外部认知可能会有所不同
  • 电子商务作为公司文化价值体系的一部分,在公司战略层面得以体现。
  • 提高高层经理和员工(营销专家和IT员工)对网络营销团队的重要性和有效性的认知

     7S模型,从企业战略、组织结构、制度及系统、专业人才、文化融合、员工技能以及 长期发展做了描述。当然,这些字眼,我都做了调整,会有不准确的地方。这个模型,为传统企业发展电子商务提供路径。   

     关于模型的详细解释,我将在《传统企业发展电子商务的7个路径(下)》提出自己的观点。

 

30 thoughts on “传统企业发展电子商务的7个路径(上)

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