I. Introduction
The survival and development of an enterprise mainly depends on its market share. As an enterprise, winning in the competition and trying to occupy market share is its ultimate goal and a good way to maximize profits. In the era of e-commerce and logistics, the development of the Internet makes computer marketing possible, and the computerization of marketing-network marketing has fundamentally changed the marketing and management mode of enterprises, providing enterprises with favorable means and giving them the opportunity to outwit those big enterprises that used to be arrogant.
Just as e-commerce logistics has been brainwashing modern businessmen, people have realized what logistics means to e-commerce logistics, and the concept of e-commerce logistics has begun to be valued. What is e-commerce logistics? What are the characteristics of e-commerce logistics? Because it is unprecedented, it is inevitable that everyone will "cross the river by feeling the stones". But there is no doubt that e-commerce logistics should start from traditional logistics.
Second, e-commerce logistics in the logistics
The invention of computer internet is the greatest social and scientific achievement in the past 30 years. It is changing people's lives, and will also lead the changes and leaps in the business field. Internet-based e-commerce logistics can be said to be a new bright spot in the 2 1 century economy, but at present, this bright spot has not shone out, perhaps it is just a target model of economic development. Undoubtedly, e-commerce logistics is a new business tool in the 2nd/Kloc-0th century, which will incite traditional industries and emerging industries and promote the evolution and development of traditional industries. In this process, modern logistics and delivery industries will become the fulcrum of this lever.
Third, the relationship between e-commerce logistics and logistics and the importance of logistics
The relationship between e-commerce logistics and professional logistics is just like the relationship between enterprises and banks. However, compared with traditional companies, e-commerce logistics companies have the characteristics of easier establishment and lower operating costs, and the competition will be more intense. It is estimated that they will integrate with logistics and form a company with both e-commerce logistics and logistics. As now, there are both cooperation and competition between companies. The scale of monopoly enterprises will further expand, and its monopoly is not only in a certain industry, but also in a certain region, that is, it will produce business monopoly.
Its importance comes from the following aspects:
1, logistics-realize the guarantee of e-commerce logistics
(1) logistics ensures production
Whether under the traditional trade mode or e-commerce logistics, production is the basis of commodity circulation, and the smooth progress of production needs the support of various logistics activities. The whole process of production begins with the purchase of raw materials, so the corresponding supply logistics activities are needed to put the purchased materials in place, otherwise the production will be difficult; In the production process, the logistics process of raw materials and semi-finished products, the so-called production logistics, is also needed to realize the liquidity of production; The recovery of some surplus materials and reusable materials requires so-called recovery logistics; Waste disposal requires waste logistics. It can be seen that the whole production process is actually a series of logistics activities. Rationalized and modern logistics can reduce costs, optimize inventory structure, reduce capital pressure and shorten production cycle, thus ensuring the efficient implementation of modern production. On the contrary, without modern logistics, production will be difficult to proceed smoothly, and e-commerce logistics will be more convenient, or there is no rice to cook.
(2) Logistics serves business flow.
In business flow activities, the ownership of goods is transferred from the supplier to the buyer from the moment the purchase and sale contract is signed, but the commodity entity has not moved because of this. In the traditional trading process, except for futures trading without physical delivery, the general business process must be accompanied by corresponding logistics activities, that is, commodity entities are transferred from suppliers (sellers) to buyers (buyers) in an appropriate way and way according to the needs of buyers (buyers). Under e-commerce logistics, consumers complete the delivery process of commodity ownership by clicking online shopping, that is, the business flow process. However, the activities of e-commerce logistics are not over. Only when goods and services are truly transferred to consumers will business activities end. In the whole transaction process of e-commerce logistics, logistics actually appears as a follower and server of business flow. Without modern logistics, the easiest business flow activities will still be a dead letter.
2. Logistics is an important content of e-commerce logistics concept.
Since 1998, e-commerce logistics has become a hot topic, especially enterprises that have a little advantage over e-commerce logistics have succeeded in financing through listing. And why did e-commerce logistics slowly start to cool down from last year? The most important thing is a bottleneck problem of logistics distribution. From the analysis of domestic e-commerce logistics operation, China's e-commerce logistics industry is not optimistic. The so-called e-commerce logistics can only be said to be regional e-commerce logistics. For example, I am in Ningbo now. If I use e-commerce logistics to buy goods, if I buy local things, e-commerce logistics may indeed be realized, and the effects and advantages may be reflected immediately. But imagine, if I buy Xinjiang goods, and not a lot, just a small toy, can it be realized? If it can be realized, is it a real benefit? Are there any advantages? This is a logistics bottleneck problem. Since the e-commerce logistics cooled down, the logistics fever began. As a young industry, logistics has great development potential. National leaders have repeatedly stressed that developing the logistics industry is a new growth point of China's economy, and reducing the logistics cost is also the third profit source of enterprises, and regard the development of the logistics industry as an aspect of the Tenth Five-Year Plan. In such a soft environment supported by the government, there will be more room for the development of logistics. The development of logistics is a brand-new challenge to China, no matter from the proportion of China's circulation cost to GDP or the amount of circulation funds occupied by circulation cost.
3. Logistics is the fundamental guarantee to realize the concept of "customer-centric"
From the initial trading to the current e-commerce logistics, the biggest change is that e-commerce logistics is not limited by time and place. E-commerce logistics can virtually turn all the goods into a big shopping mall, and you can buy any kind of goods in the world anytime and anywhere. The emergence of e-commerce logistics has facilitated the end consumers to the greatest extent. They don't have to go to the crowded commercial street to choose the goods they need one by one, but they can complete their shopping process by sitting at home, searching, viewing and selecting online. But imagine, if the goods you buy can't be delivered, or the merchants don't buy them themselves, will consumers still choose online shopping? The insecurity of online shopping has always been an important reason why e-commerce logistics is difficult to promote. Whether it's B TO B or B TO C, I bought the goods as a consumer and a customer. Can the goods be delivered to me safely and quickly? This is my greatest concern, among which the problem of logistics and distribution needs to be solved. Bottom line: the development of e-commerce logistics needs logistics as the foundation, and logistics is the fundamental guarantee to realize the concept of "customer-centric".
4. E-commerce logistics serves logistics informatization.
E-commerce logistics must be based on informationization. Without informatization, e-commerce logistics will become passive water and rootless wood. The characteristics of logistics informatization are commercialization of logistics information, digitization and coding of logistics information collection, computerization and computerization of logistics information processing, standardization and real-time delivery of logistics information, digitization of logistics information storage, etc. With the development of e-commerce logistics, it will be widely used in China's logistics industry. Informatization is the foundation of everything. Without logistics informatization, any advanced technology and equipment can not be applied in the field of logistics. The application of information technology and computer technology will completely change the face of logistics industry in China.
Logistics is the ultimate guarantee to realize the concept of "customer-centered" in e-commerce logistics. Without modern logistics technology, the shopping convenience brought by e-commerce logistics is zero, and consumers will inevitably turn to traditional shopping methods that they think are safer. What is the demand for online shopping? As can be seen from the above discussion, logistics is an important part of e-commerce logistics. We must abandon the original concept of "emphasizing the electronization of information flow, business flow and capital flow while ignoring the electronization of logistics", vigorously develop modern logistics and further promote electronic logistics.
Four, e-commerce logistics how to develop logistics
At present, the main reason why the logistics industry can't meet the development of e-commerce logistics is the shortage of logistics distribution talents. Foreign logistics distribution education and training is very developed, and a reasonable logistics distribution talent education and training system has been formed. In contrast, China's education in logistics and distribution is still relatively backward. Secondly, the institutional environment needed for the development of logistics and distribution needs to be further deepened. Institutional environment mainly refers to financing system, property right transfer system, employment system, market access or exit system, social security system, etc. While improving its own logistics efficiency, enterprises will inevitably involve the redistribution of various logistics resources within enterprises and between enterprises and markets. However, because the above-mentioned system reform has not yet been put in place, the redistribution of logistics resources by enterprises according to the principle of economic rationality will be hindered.
How does e-commerce logistics develop logistics?
1, to improve the whole society's understanding of e-commerce logistics. E-commerce logistics and e-commerce logistics should be promoted together. E-commerce logistics is a revolution in the commercial field, and e-commerce logistics is a revolution in the logistics field. It is necessary to change the past thought of valuing business flow over logistics, promote logistics to the position of competitive strategy and put the development of socialized electronic logistics system on the agenda.
2. The state and enterprises * * * participate together to build an electronic logistics system. To form the electronic logistics system of the whole society, the government and enterprises need to invest together. The government should invest a lot of money in roads, railways, aviation and information networks to ensure the smooth flow of traffic and information, form a traffic network and information network covering the whole society, and provide a good social environment for the development of e-commerce logistics.
3. Combined with the actual situation in China, learn from many aspects. We can learn from the achievements of other countries in logistics management research, learn from the experience of developed countries in e-commerce logistics, encourage theoretical and practical circles to study the difficult problems in e-commerce logistics, take fewer detours and try to take shortcuts to accelerate the development of e-commerce logistics in China.
4. Strengthen the training of e-commerce logistics talents. E-commerce logistics talent is a kind of compound senior talent, who knows both e-commerce logistics and logistics; Know both technology and management. On the one hand, e-commerce logistics talents can be introduced; On the other hand, potential talents can be sent to study.
Five, the main problems of e-commerce logistics in China
The rise of e-commerce logistics is more of a challenge than an opportunity for China. China has encountered many problems in developing e-commerce logistics, far more than developed countries. It not only needs to solve the problems of EDI business from closed to open, the security of large-scale transactions in internet commerce, electronic tax payment and its management, but also has a series of unique problems to be solved urgently.
1, enterprise modernization. E-commerce logistics consists of government regulation behavior and residents' consumption or investment behavior, but it is mainly the purchase and sale behavior of enterprises. Therefore, the development and modernization of enterprises are directly related to the foundation of e-commerce logistics. At present, there are many problems in Chinese enterprises, such as low level of information management, imperfect information institutions, insufficient investment in information construction and high construction cost, and insufficient use of computer networks in enterprise management. The information processing capacity of state-owned enterprises is only 2. 1% of the world average. 70% of state-owned key enterprises think that information investment is insufficient, and the cumulative investment in information technology and equipment accounts for only 0.3% of total assets, which is far from the level of 8% ~ 10% of large enterprises in developed countries. 62% of enterprises also think that there is a lack of professional information technology talents.
2. Environment and conditions of information network. At present, most of the basic or core technologies with intellectual property rights in China are owned by foreign R&D institutions or IT vendors. The key components of products or the basic platform for software development are mostly provided by foreign manufacturers, while domestic manufacturers only complete assembly and localized application development; High-performance computers and network equipment are mostly monopolized by brand products, and the products of domestic manufacturers only occupy the position of filling the gap; In the value-added and value-added field of information integration, the service level of domestic enterprises is relatively low, especially the integration of enterprises, industries and national economy, and its development, utilization, effective transmission and social enjoyment are basically in a blank state. In addition, due to economic strength and technical reasons, China's network infrastructure construction is still relatively slow and lagging behind, and the quality of the built network is far from meeting the requirements of e-commerce logistics. Therefore, from the requirements of e-commerce logistics, there is a big gap in network technology, network management, technical standards, consumption level, communication speed, security and confidentiality conditions.
3. Market maturity. The application fields of e-commerce logistics are divided into two categories: transactions between enterprises and transactions between individual consumers and enterprises. As far as its development process is concerned, it will inevitably go through a stage from simple business information inquiry to online shopping and transaction realization. According to the survey, the total value of online services and products purchased by consumers on 1997 is $3.2 billion, but the amount of offline shopping after online product information search is $4.2 billion. It can be seen that it is not difficult to establish a smooth and fast shopping network, but it is not a matter of time to establish a mature and reliable consumption system and a market operation mode of mutual trust. In China, there are many irregularities in the quality assurance of goods supply, such as fake and shoddy goods, fake and shoddy products and after-sales service, which make customers doubt online consumption, so even customers with Internet access are willing to choose goods in the traditional way. In addition, for online transactions, customers or enterprises have no confidence in the security of online fund accounts. In this case, in order to develop e-commerce logistics, we must speed up the cultivation of the market, let the market heat up as soon as possible, and let e-commerce logistics develop healthily.
4. Pay online. E-commerce logistics needs payment and settlement. In the future, if you want to trade directly online, you need to complete the transaction through various means such as bank credit cards, and pay and charge through the connection with the financial network in international trade. At present, the communication platforms selected by professional banks in various countries in China are not uniform, which is not conducive to the interconnection of inter-bank business, the financial supervision of the central bank and the implementation of macro-control policies. In addition, the credit card standards of different banks are not the same, so they can't be used universally, and online payment can't be realized by credit cards. China's financial industry urgently needs to adapt to the process of globalization and accelerate the pace of reform.
5. Coordination and unification. E-commerce logistics is a kind of business activity that spans many departments, such as industrial and commercial administration, customs, insurance, finance and taxation, banking and so on, and is carried out in different regions and countries. In order to ensure the smooth implementation of e-commerce logistics, there must be certain standards and rules, a unified legal and administrative framework and a strong comprehensive coordination mechanism.
6, personnel quality and skills. E-commerce logistics is a new thing, and knowledge needs to be popularized. For our country, it is especially necessary to improve the computer level of enterprise leaders, the professional quality and network skills of business personnel.
Obviously, according to the national conditions and conditions of China, it is impossible for China to solve all the above problems in a short time, but we can't wait until all the problems are solved before developing e-commerce logistics. Developing e-commerce logistics is a necessary and urgent problem in China. Therefore, only in the process of developing e-commerce logistics can we actively promote the solution of these problems one by one.
Six, to solve the current logistics problems of e-commerce countermeasures and suggestions
1, enterprise informatization should be regarded as the basis of e-commerce logistics. Enterprise informatization refers to the process of applying information technology to develop and utilize enterprise information resources and improve enterprise management level, development ability and operation level.
2. Strengthen the active participation of the government and give play to the macro-planning and guiding role of the country. The development of e-commerce logistics needs the active participation and promotion of the government and enterprises. In developed countries, the development of e-commerce logistics mainly depends on the participation and investment of private enterprises, but it still needs the active guidance of the government. In developing countries, the direct participation and help of the government is even more needed. Compared with developed countries, enterprises in developing countries are small in scale, backward in information technology and low in solvency. Government participation is helpful to introduce technology, expand the scale of enterprises and improve the solvency of enterprises. In addition, the information industry in developing countries is mostly under government monopoly or high government control. Without the active participation and help of the government, the e-commerce logistics in these countries will be difficult to develop rapidly.
When developing e-commerce logistics in China, we should not only attach importance to the promotion of private sector and industrial sector, but also strengthen the macro-planning of e-commerce logistics development by government departments to provide a good legal and regulatory environment for e-commerce logistics development.
The future prospect of e-commerce logistics;
1. E-commerce logistics has a broad development space in China. Although the e-commerce logistics in China started late, it has a good development trend. Both countries and enterprises attach great importance to the development of e-commerce logistics, and have made great achievements in e-commerce logistics, but it is almost blank in e-commerce logistics. The great development of e-commerce logistics will inevitably lead to the great development of e-commerce logistics in China. In addition, e-commerce logistics trade has no national boundaries, and the Internet can enable both parties in any range of transactions in the world to reach a transaction instantly, but the delivery speed of shopping depends on the development of e-commerce logistics. According to the report of forest Research Institute, if the global e-commerce logistics transaction volume reaches 3.2 trillion US dollars in 2003. Network operators will face the situation of "logistics chaos". In the next few years, the transaction volume of e-commerce logistics will increase by dozens of times, and the logistics volume of e-commerce logistics will also increase at this rate.
2. To play a large-scale digital customization economy, we must develop e-commerce logistics. With the gradual formation of the buyer's market, the rapid development of electronic information technology and its wide application in the commercial field, the large-scale digital customization economy is developing rapidly. Large-scale digital economy is a brand-new form of industrial organization aimed at meeting customers' needs. It has fundamentally changed the organization and management form of enterprises, the relationship between manufacturers and consumers, the mode of competition among competitors and the mode of division of labor and cooperation among enterprises, and is the mainstream of industrial organization form in 2 1 century. In mass customization economy, the focus of competition among enterprises is speed, and the key for enterprises to gain competitive advantage lies in whether they can shorten the time to provide products and services to customers. Therefore, enterprises must keep their logistics smooth, which requires enterprises to control their logistics through information transmission system and electronic logistics network system. Therefore, e-commerce logistics not only provides distribution services for online transactions, but also is the core content of future enterprise competition strategy.
3. The development of information technology and logistics technology provides the foundation for e-commerce logistics. China's "Golden Bridge", "Golden Card" and "Golden Gate" provide a good foundation for the development of e-commerce logistics. In recent years, the traffic situation in our country has been greatly improved. The development of expressway network, railway network, maritime network and aviation network ensures the rapid transportation of logistics. In addition, a large number of emerging logistics enterprises, advanced logistics theory and modern logistics technology will promote the development of e-commerce logistics system.
4. Vigorously develop third-party logistics value-added services. Third-party logistics, also known as outsourcing logistics or contract logistics, refers to the operation mode that logistics services are completed by a third party other than the supply and demand sides of logistics services. It is a manifestation of logistics specialization under social division of labor. With the continuous refinement of social division of labor and the continuous improvement of specialization, third-party logistics services will make greater breakthroughs in development form, speed and scope with the development of e-commerce logistics. As a strategic concept, supply chain is also a product and a value-added product. Its purpose is not only to reduce costs, but also to provide value-added services beyond users' expectations, such as distribution, distribution and various distribution and processing services that increase added value, as well as other services provided according to customers' needs. E-commerce logistics involves business process reengineering and resource reconfiguration, so many factors such as contract, insurance, documents and language should be considered comprehensively when analyzing the requirements of logistics information system. Specifically, the third-party logistics enterprises under the e-commerce logistics environment should do the following work: comprehensively apply electronic information technology, redesign the third-party logistics process from the customer's needs, pay attention to integrated management, pay attention to the organizational function of intermodal agents, provide logistics process reengineering under the e-commerce logistics environment for "all-round" enterprises, and provide flexible and efficient logistics services for suppliers and consumers. Technological innovation includes: technological innovation in logistics service items, organizational structure, operation mechanism and service standard quality. , highlighting attractive new logistics service projects; The commercialization of technological innovation of logistics system elements can improve the efficiency of service activities through technological innovation and obtain satisfactory returns; The cooperation between technological innovation content and innovation activities has developed personnel quality, organizational structure, logistics process and management level.
Seven. Concluding remarks
Although the e-commerce logistics in China started late, it has a good development trend. If we can make good use of the strategy of "tracking and catching up", if we have a set of development policies that are both advanced and in line with China's basic national conditions, if we can quickly start enterprises that are the main force of e-commerce logistics, increase the publicity of online transactions of enterprises, and change the traditional business concept, we can gradually narrow the gap with advanced countries. Therefore, it is necessary to formulate practical measures and powerful countermeasures: to improve people's understanding of e-commerce logistics. E-commerce logistics is an inevitable trend of future commercial development and a deep-seated change in the commercial field. In this regard, the whole nation should have a sense of urgency, attract more enterprises to access the Internet, and improve their competitiveness and profitability by accessing the Internet. Give play to the demonstration effect and encourage more industries to participate. First of all, it should be actively implemented in some fields and departments suitable for the development of e-commerce logistics, such as foreign trade, banking, securities, civil aviation, railway ticketing, hotel reservation, publishing and distribution. And give strong support to demonstration units in terms of funds and taxes to promote a virtuous circle. Create a development environment and establish a security system. The development of e-commerce logistics needs corresponding laws and regulations, corresponding technical standards and network access standards, corresponding bank financial support system and so on. I think in order to ensure the standardized operation of e-commerce logistics, it is necessary to bring these standards into line with international common standards. Strengthen personnel training and build an echelon with high quality, reasonable structure and professional support. The government, enterprises and all walks of life should attach importance to cultivating compound senior talents. On the one hand, we should pay attention to the introduction of a number of e-commerce logistics talents, on the other hand, we should prevent the outflow of e-commerce logistics talents. Absorb the experience of other countries and take the road of China's development. Actively participate in international dialogues and discussions, and absorb the experience and lessons of other countries in time within the international framework of e-commerce logistics, so as to accelerate the development pace of e-commerce logistics in China.