中远集装箱运输有限公司的电子商务战略分析(中英双语.doc

COSCO Container Lines Strategic Analysis of e-commerce中远集装箱运输有限公司的电子商务战略分析Abstract: With the rapid development of information technology, the Internet can be widely used and has kept on improving, the impact of enterprise marketing management of traditional ideas and models, the general consumer goods, industrial or Yuanrancailiao, and other bulk commodities, are quietly taking Into the e-commerce. E-commerce is an irresistible momentum, changing the mode of economic profit and operating mode. COSCO Container Transport Co., Ltd. as the worlds leading integrated container shipping service providers in a planned and organized the implementation of e-commerce, improve efficiency, reduce production costs, will greatly promote the comprehensive competitiveness. In view of the COSCO Container Transport Development Co., Ltd., discussed the role of conducting e-business, COSCO had a set of e-commerce strategy SWOT analysis on how to carry out a number of e-commerce to explore.Key words: e-commerce, COSCON, case studies, business-to-business marketing, SWOT analysis.摘要：随着信息技术的飞速发展，因特网得以广泛应用和日益完善，冲击着企业市场营销管理中的传统观念和模式，无论是一般日用消费品，还是工业原燃材料等大宗商品，都悄然走进电子商务。电子商务正以不可阻挡的势头，改变着经济的利润模式和运行模式。中远集装箱运输有限公司作为全球领先的综合集装箱航运服务供应商，有计划有组织地实施电子商务，提高工作效率，降低生产成本，将会极大地促进综合竞争力的提高。针对我国中远集装箱运输有限公司的发展现状，论述了开展电子商务的作用，进行了中远集电子商务战略SWOT分析，就如何开展电子商务进行一些探讨。关键词：电子商务，中远集运，案例分析，企业间营销，SWOT分析。目录1、Introduction32、Case Study32.1、E-commerce and business-to-business marketing32.2、COSCO-profile e-commerce32.3、COSCO set of e-commerce strategy SWOT Analysis42.3.1、The advantages42.3.2、The disadvantage62.3.3、Opportunities72.3.4、The challenge93、The conclusion101、前言102、案例分析102.1、电子商务与企业间营销102.2、中远集电子商务概况102.3、中远集电子商务战略SWOT分析112.3.1、优势112.3.2、劣势122.3.3、机遇132.3.4、挑战143、结论14参考文献141、IntroductionCOSCO Container Lines, referred to as COSCON，is a leading global provider of integrated container shipping services suppliers, customers around the world. As of the end of 2007, COSCON have 143 full-container ships with a total slot more than 430,000 TEUs; company operates more than 80 international routes, and dozens of domestic routes. Ship in the world more than 30 countries and regions, more than 100 ports linked. Their business of global container transportation have more than 400 agents and branches in the world. In the local Chinese, they have nearly 300 freight agencies. Outside, across the network in Europe, America, Asia, Africa, Australia and five continents, to do an all-round, all-weather barrier-free services.As Chinas leading logistics company, which was to have a stable customer base and global shipping network, will have the right marketing strategy to guide its development of the market. The logistics of this booming industry in recent years, a great potential of the service, how to sell to customers, conduct market development is also very worthy of study. In addition, COSCON has a mature science and technology advisory system and e-commerce systems, through the companys global e-commerce platform and global electronic data exchange center, with customers and suppliers to conduct business data exchange, full sharing of information resources. The e-commerce marketing strategies，in particular ，deserve our attention.2、Case Study2.1、E-commerce and business-to-business marketingBased on the acceleration of globalization, business has gone beyond the geographical limitations, which all of the information transmission between a subsidiary of a higher demand. And the development of Internet technology to enable enterprises to synchronize to update the various departments, various subsidiaries, in order to achieve the sharing of resources, its favorable seize the development opportunity, to seize market share. This trend is expected to enterprises, but also to the enterprise market, providing services to businesses of new demands and new opportunities. In order to adapt to this trend of development of our enterprises to make full use of advanced means of e-commerce marketing their products to provide the best and most appropriate service to their customers. The use of e-business tools so that as a provider of enterprise can keep abreast of changes in customer demand, rapid access to information on product design changes and adjustments of the notice, more effective delivery of specifications and delivery of materials that improve the speed of transactions , To reduce transaction costs and reduce transaction information input error probability, the defect rate on first-hand information.E-commerce tools to help enterprises in the supply chain to create the ultimate consumer-oriented model, and different from the past will only focus on their supply chain to the next link, to avoid short-sighted enterprises as a missed opportunity to increase value-added . It provides for a regular customer and supplier of interactive opportunities to help business customers with the confidence-building and maintaining good customer relations is an important part of CRM.2.2、COSCO-profile e-commerceWith the continuous expansion of business, customer COSCON is an urgent need to provide a more efficient container management, and ready access to transportation-related goods. In order to adapt to the international carriage of goods by the development，COSCO Container Transportation in the business process on the basis of the application of iris-2 system design and development, including the system of international container shipping a complete means of transport. The system of promotion in the world, will be to optimize the management of container transportation, to provide customers with more convenient, high-quality global container transportation services.This new set of e-commerce by making the worlds leading e-business infrastructure provider sybase designed using the sybase the adaptive server enterprise.replication server.open client and jconnect products and components of the total contract amount of 2,800,000 U.S. dollars, selected group COSCON pieces in the iris-2 system to provide data collection, storage, conversion, processing and comprehensive analysis. The contract signed to further strengthen the company sybase traffic in the field of energy influence. This is the second Chinese company sybase in the second quarter of 2001 in the telecommunications industry after the success of the award in the field of transport energy to create another brilliant performance.COSCO Container Transport Company on the e-commerce program. First of all, including the general public of e-commerce features, subscription inquiries and shipping schedules, cargo tracking, ship, inquiry; followed by the website: Subscribe to shipping schedules, booking assistants, electronic suitcase, one-up on-line, single-line, long-distance bills of lading Printing, delivery notification, customer statements, e-mail notification, EDI services and other functions. And each of the services are provided to facilitate a better understanding of the customer, and so be able to demonstrate that these human design allows customers to quickly and accurately, a close understanding of the site, and to achieve proficiency in a short period of time. The successful completion of the inspection shipping out orders, to complete the transaction, as well as all the orders, such as after-sale tracking process. In addition to these services, in e-commerce interface can be at the same time that the world bodys real-time information. As well as current news events，simplified Chinese interface as a whole, both Chinese and English language support. Page is simple and clear vision, high-speed and efficient in order to give people a sense that this development is also one of the purposes of e-commerce business.2.3、COSCO set of e-commerce strategy SWOT Analysis2.3.1、The advantages、Scale advantages COSCO has a set of 118 various types of container ships with a total slot more than 200,000 TEUs, is currently operating 20 trunk routes cover the world, linked more than 100 ports in the COSCO Shipping on the main form of a clear competitive advantage, the current Operates more than 600 modern merchant vessels, more than 3500 million dwt, in recent years, 300,000,000 tons of cargo, ocean routes covering over 160 countries and regions, more than 1300 ports, the size of the domestic fleet ranked first in the world ranking 2. COSCO also has hundreds of overseas agencies, distributed in over 50 countries and regions, formed a comprehensive business network in the world, is committed to providing customers with global shipping and logistics services also provide a wide range of ships and cargo Agents, ship repair, trade, finance, IT and so on a number of industries.、the advantages of e-commerce strategy set up earlier, as early transition to e-commerce. COSCO Group is a large state-owned enterprises in the first from 1996 to 1997 for the completion of the COSCO EDI and EDI center network. Currently, COSCO has been achieved through the EDI manifest of the ship map, control box, and other data to send EDI, electronic commerce has been walking in the forefront of the domestic transport industry. In 1997, the COSCO Group for people a lot of money and manpower into COSCO Global Communications Network, and the web-based, to build a network of COSCO Internet platform. The platform built to promote the worlds COSCO Group E-Mail Center. coverage, the business is large. The basic EDI network covering more than 50 domestic and foreign cargo on behalf of small outlets for the realization of the customs and port EDI message exchange through EDI Center, Beijing achieved with the GEIS EDI center of the Internet, the COSCO Group, China Unicom overseas regions公司. As of October 1999, COSCO has been built by Beijing as the center, covering mainland China, Hong Kong, China, Singapore, Japan, the Americas, Europe, Australia and other countries and regions of the e-mail network, COSCO most of the business at home and abroad have El often carried out by e-mail business. The conduct of business, break through the traditional service in the slow, low efficiency, heavy workload, the high error rate, will direct freight service to the customer desk, so that customers can apply for cargo leaving home Export business process of booking commissioned, the production of documents, information and other business procedures. So much of the business side in the competition is bound to have a significant impact and create more opportunities for the industry to win the starting point. e-commerce technology. On the Internet occupies an important position, the company introduced the package of online marketing system has taken a virtual on-line transport (E-Transport) of the embryonic form of a strong two-way interactive capabilities and high efficiency. The electronic booking system will enable every user on-line at any time and any region can direct access to homes COSCO electronic booking system, via the Internet booking with the company commissioned to carry out operations. Transport and cargo transit system inquiries reflect the convenient, fast and accurate operation characteristics. This feature allows customers to track cargo dynamic, on-line inquiries at any time transfer documents, customs status, import, export and transit of goods to, and other relevant information. Notice of information systems in the shortest possible time COSCO shipping-related adjustments, price changes and so on the Internet to publish in a timely manner. The successful implementation of e-business, COSCO has greatly enhanced the marketing of science and technology, develop new customer base by gradually come to focus on the global Internet. At present, COSCO net has been building the size of a thick, nearly 20 COSCO-owned unit of the construction site has been basically completed, the site has also been asked to achieve a link with each other to form a network of COSCO, the basic framework, regardless of Or image from the built-in functions, the COSCO Group has been on the Internet to occupy the position of radiation to the world of COSCO. This high-technology, intelligent on-line marketing systems, the traditional enterprise is the first in more than in the emerging electronic business does not boast so many. e-commerce strategies for the future development of good strategy. COSCO Development of e-business strategy targeting the global changes in customer demand, a global integrated marketing system for business platform to logistics, information flow and business process management platform for the reorganization to customer satisfaction to build a platform based on the concept of culture Intelligent Internet technology and service flexibility, comprehensive and diversified modes of transport, environment and the coordinated development of web-based integrated transport and logistics system (E-Transport & E-Logistics). To meet the changing，needs of customers around the world as the driving force for the development of COSCOs e-commerce platform. Capture the rapid global changes in customer demand, COSCO will be the development of electronic commerce focus on all aspects of this change, so that COSCO development of e-commerce companies to create the best results.2.3.2、The disadvantage、COSCO as a state-owned enterprises are not in the true sense of the enterprise, because it is not state-owned enterprises in order to maximize profit targets for the best allocation of resources, it should not be assumed to bear the social responsibility and often Home to maximize their profits regardless, and will maximize its own legitimate interests as part of its goal, the chairman of the board of state-owned enterprises is not the true owner of the business and therefore can not (or do) to the investors (countries) to assume the main, and even A little bit of risk. Despite the emphasis on the national government and enterprises must be separated for many years, but the state-owned enterprises have always been under the control of government intervention in the management of people, so in todays competitive market economy, state-owned enterprises in competition with other companies in the shows shortcomings are more evident. Of the main problems: low utilization of capital, lack of innovation mechanism.、Caused by differences in cultural background of the traditional barriers to e-business development. China COSCO set as a traditional large-scale state-owned enterprise group, compared to other companies in the development of e-commerce on the first disadvantage is that the existing business organizations, production processes and staff attitude, a more rigid and traditional business organizations, and by vested interests Inert, employees are afraid to re-combination, there is a tendency to resist change. Complex confidential business information and consumer culture to avoid the risk of e-commerce is carried out one of the biggest obstacles. Information transparency is a feature of Internet culture, enterprise development, e-commerce business will be from the upstream and downstream suppliers to the agents into the inner workings of e-commerce systems, Internet connection, real-time understanding of the trading partners of supply, inventory, sales and Funds, resources and sharing of information among enterprises, improve the efficiency of resource allocation. Internet interaction is the essence of enterprise information to increase the transparency of the business advantages of the show in front of customers and consumers, but businesses have a disadvantage at the same time the public. Chinas long-term impact of Confucian culture, is a popular and highly confidential to avoid the risk-based culture, such as the COSCO-owned enterprises and individuals more likely to know the members of the enterprise network business, and reluctant to unfamiliar brands and Do not know of a single supplier, so Chinese enterprises and consumers from the monopoly of information, confidentiality of the information sharing, transparency of information conversion, the success of e-commerce in China is a cultural foundation. Impact of network marketing is a very important factor in culture, in the United States, the first on-line shoppers is the use of the original catalog to buy the consumer, followed by phone buyers. Consumer purchases from the store to call to order on-line procurement of re-conversion, there is a need to adapt and change.、Enterprise information technology less. COSCO set into the success of e-commerce, enterprise resource management and whether or not the electronic, information technology closely. First, the enterprises should improve the internal management of resources, information technology, changes in the department of information of mutual occlusion, different sectors of the market share data can not be attached to scientific and technical personnel from different departments can not communicate with the co-ordination between higher and lower levels is a lack of communication and collaboration The operation of the status quo of enterprise information to enable enterprises to enter the real e-commerce environment. In addition, to launch e-commerce platform involving the Internet system from the upstream suppliers to downstream distributors of the overall operation of the integration, the need for upstream and downstream businesses related to information technology to coordinate the development of the match.2.3.3、Opportunities、National policy. Under the jurisdiction of the SASAC as a large-scale enterprise groups, the COSCO Group in co-operation between enterprises established advantages, relationship marketing, customer relationship management has unique advantages. Particularly with regard to access customer relationship advantages in this regard, the COSCO Groups ability to contact customers, as wel