The background of e-commerce: economic globalization and information technology revolution (which laid the technical foundation for the emergence of e-commerce)

The concept of e-commerce: an electronic business model

Functions of e-commerce: advertising, consultation and negotiation, online ordering, electronic payment, online services, online research, transaction management

Characteristics of e-commerce: market globalization, cross-time and space restrictions, transaction virtualization, low cost, transaction transparency, convenient operation, personalized service, and efficient operation.

Classification according to the way business activities are run: complete and incomplete e-commerce

Classification according to the geographical scope of electronic transactions: regional, long-distance domestic and global e-commerce

Classification according to the subject of the transaction: Classification according to the subject of the transaction: B2B, B2C, C2C, B2G, C2G

Business flow: the process of changes in the form of items in circulation; Capital flow: capital transaction process; Logistics: physical logistics process; Information flow: the process of information transmission and exchange

The relationship between business flow, capital flow, logistics, and information flow in e-commerce; they are interconnected, accompany each other, and jointly support e-commerce

Organizational Structure: Transformation from Pyramid to Flat

Management model: conversion from one-way "one-to-many" to two-way "many-to-many"

Production and operation: reduce costs, reduce inventory, shorten cycles, increase opportunities

How to compete: speed, quality, service, credibility

Human resources management: reduce costs, meet employee needs, and facilitate managers and employees

Management ideas: globalization, standardization, rapid innovation, focus on knowledge

Three levels: network layer, information release (transmission) layer, general business service layer (the core is CA certification)

Four pillars: public policy, technical standards, network security, and legal regulations

Consumers: Core Elements

Enterprise: important subject (the fundamental force promoting the development of e-commerce)

Bank: currency circulation intermediary

Logistics distribution system

CA Certification Center: Specializing in providing network identity authentication services

Other factors: collaboration with industry and commerce, taxation, customs and other departments

B2B: Business to Business

B2C: Business vs. Consumer

C2C: consumer to consumer

O2O: coordination and integration of online and offline

Other e-commerce models: B2G: businesses and governments; C2G: citizens and governments

Clear vision: where to go; what the future will look like; what are the goals

Formulating strategies: the fundamental guiding ideology for how enterprise e-commerce as a whole should operate.

Selection strategy: Determination of operating model; Channel construction; Brand marketing strategy

System design and development: functional design; process design; website design; database design; system development

E-commerce organization and implementation: e-commerce promotion, trial operation, evaluation feedback, improvement, full implementation, etc.

The concept of electronic payment: data paid through electronic terminals

Characteristics of electronic payment: digital, open platform, advanced communication means, convenient, fast, efficient and economical

Electronic money: electronic cash, electronic wallet

Bank cards: credit card, debit card

Online banking: a virtual bank counter on the Internet

Mobile payment: mobility, timeliness, customization, integration

The concept of third-party payment: solving the contradiction between payment first or delivery first

Third-party payment process (8 steps)

The concept of Internet marketing: new marketing activities

Characteristics of Internet marketing: cross-temporal, interactive, personalized, economical, multi-dimensional, advanced, integrated, efficient, technical

The concept of online market research: activities of surveying, collecting information and analyzing on the Internet

Methods for direct research on the Internet market: online observation method, special discussion method, online questionnaire method, online experiment method

Product strategy: product form, product positioning, product development

Price strategy: internationalization, reduction, flexibility, price explanation system

Promotion strategy: shopping guide, prize promotion, gift promotion, points promotion, etc.

Channel strategy: membership network, distribution network, express delivery network, service network, production network

Search engine marketing: Internet marketing based on search engine platform

Blog Marketing: Marketing through blog sites or blog forums

Electronic forum marketing: Use electronic forums as an online communication platform for marketing

Instant messaging marketing: two situations: online communication and advertising

Viral marketing: uses the principle of word-of-mouth communication among users

Online knowledge marketing: Use Baidu’s “know” and “encyclopedia” or self-built question and answer sections on corporate websites, etc.

Online event marketing: Using the Internet as a communication platform, marketing through careful planning and implementation of events that allow the public to directly participate and enjoy the fun.

Online word-of-mouth marketing: interactive communication with target customers through words, pictures, videos and other word-of-mouth information through consumers or corporate sales staff

Internet direct marketing: directly develop distribution channels or directly face the final consumer

Online video marketing: putting various video clips on the Internet in various forms for marketing

Online picture marketing: Designed and creative pictures are put on the platform for marketing

Internet soft article marketing: marketing through explanatory, newsy and promotional articles

E-commerce live broadcast marketing: based on network platforms and live broadcast technology, promote products and interact with consumers to promote sales

SNS marketing: social network service, a kind of marketing realized by using SNS website