电子商务代运营竞争力构建研究

电子商务代运营已成为推动传统产业电子商务应用的重要力量,其服务范围涵括电子商务运作的全过程。为更好提升电子商务代运营的服务能力,在服务过程中可遵循NetOffer模型和波特的竞争力理念,从核心服务、用户界面、便利服务和支持服务等四个层面来实施竞争力的构建。在具体的构建过程中,一方面可依托现有电子商务平台,以顾客为导向实施标准竞争战略,构建既能实现顾客价值最大化又方便传统企业、降低其运作成本的代运营服务体系;另一方面也可根据不同的行业特点,构建定制化、一体化和精准化的特定行业代运营服务体系。

On Building Competitive Advantage of the E-commerce Agency-Operation

The E-commerce agency-operation has been an important power to push the traditional industry to apply E-commerce technology,which service range covers the whole operation procedure of E-commerce. In order to improve the service ability of E-commerce agency-operation,we can use the NetOffer modes and the competitiveness theory of Michael E. Poter to build the competitiveness of E-commerce agency-operation from several aspects, such as core service, user interface, convenience services and support services. During the actual process of building, the first one is relying the E-commerce platform to build a customer-oriented service system that not only can max the customer＇ s value, but also can facilitate traditional industry and lower the operation cost of traditional industry. The other way is building a customized, integrated, precise industry-specific service system according to the features of different industries.