电子商务运作模式及其战略的比较

近年来,电子商务被商家视为一种获取竞争优势和拓展市场能力的重要手段.本文以电子商务运作的理论研究和实证应用为基础,将电子商务运作和企业网络化连接的模式归纳为主要两种类型层级式网络连接模式和电子化市场网络连接模式,并分别从战略动机、网络化组织形态、网络控制点、交易类型、商品或服务的复杂性、交易双方的关系、信息的搜索和监控成本、客户忠诚度、价值观念、价值链形态、客户转移成本、电子网络的作用等方面对上述两种类型的电子商务策略及其运作模式进行了比较,就此提出两种不同模式下网络化组织运作的战略框架.

The Comparison between Different E-commerce Patterns and Strategies

Recently, E-commerce has been looked as an important measurefor obtaining competition advantages and developing market capacity. Thispaper bases on the theoretical research and the practical appliance of E-commerce, divides the E-commerce operation and the patterns of networkrelationships in enterprises into two main styles: Hierarchical NetworkRelationships and Electronic Market Network Relationships. And, it comparesthese two styles E-commerce strategies and operation patterns, consideringthe strategic motive, network organization form, network reference point,business style, the complexity of commodity or service, the relationshipbetween both sides of business, the cost of information searching andcontrolling, client loyalty, value conception, the form of value chain, consumertransferring cost, and the function of electric network, etc. At last, it raisestwo strategic frames of network organizations operation in two patterns.