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新编商务英语(第2版):口语教程(1)(附MP3光盘1张) Paperback – November 1, 2011

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如何成为e经济赢家--吴瑞中谈Cisco经验(下)
【电子商务资讯网记者沈蕾硅谷采访报道】(续前) “大家谈来谈去B2C 、B2B ,最重要的是建立一个不变的端对端(E2E ,end-to-end) 联合系统”,吴瑞中指出。

澳洲、纽西兰、日、韩、中国、台湾、新加坡,几乎四处都有他的足迹,在台湾,如宏基集团(Acer)、台湾集成电路(TSMC)、 统一集团、联电集团(UMC) 都是积极e化的大型企业,也是吴瑞中传授思科经验的对象;像宏基这样一个B2C品牌定位明显的公司,如何进化出网络时代的新型商业模式,这就是吴瑞中谘询角色发挥的时候。

在一场亚太B2B交易市场的研讨会上,吴瑞中以“如何成为e经济赢家”为题主讲,他指出,eBusiness成功有五“C”:一般知悉的内容(content) 、传播(communication) 、社群(community) ,加上商务(commerce) 以及合作(collaboration) ;从内容的资讯到传播的互动,再调整到更广泛的社群,即内容、传播、社群前三C是网业的基本功能,联合出的商务(包括电子商务、网上交易、客户服务、商业程序联合以及内部供应链管理) ,到全球化市场(Global Market Maker)的产业社群、电子集市和虚拟供应链,即商务和合作后两个C则为网业的竞争优势。换言之,如果企业要想成为e经济赢家,必须及时拥抱最新的两C --商务和合作。

就如同半导体龙头Intel跨身电子商务供应商(eBSP),提出端对端联合方案,吴瑞中指出,现在任何企业都面临获利率的压力,所以“附加价值”变成最优先策略。他认为Intel的方向正确,思科也同样视eBusiness长期发展在端对端联合。“过去很多人想像建个网站放上产品目录,这样就是电子商务了”,但网络商业其实还包括客户面(如CRM) 、供应商面(如SCM) ,员工的intranet和e-learning(网络进修) 等,这些个别的点都需要进一步和销售、行销联合起来,成为一条通的系统。

吴瑞中分享Cisco的“端对端电子商业(网业) 联合基本框架”模型,以员工为底,供应商、制造商和商业伙伴在一端,客户、通路和商业伙伴在另一端,从最高层次的Net-Ready(即领导力、组织、专业才能、技术都准备好e化) ,把公司的开发、制造、行销、销售和后勤支援等个别点,以供应链管理(开发、制造)、 网络商务(行销、销售) 和客户服务(后勤支援) 网上交易Binomo ,加上优化员工生产力的基础,形成从供应端到需求端的端对端联合。

以思科经验为例,它的网络联合布局从客户端的客户服务(80%客户问题在网上解答)、电子商务(90%的订单来自网上)、员工服务(100%上网)、 ERP(单一平台的企业资源规划) 、虚拟结帐(一天结帐) ,到供应端的虚拟工厂(70%订单自动化生产) 。

电子商务管理实用教程/21世纪高等学校规划教材·电子商务 Paperback – August 1, 2013

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