The breakthrough direction of small and medium-sized enterprises in the predicament

The government gives important policy guidance and support. At a time when Chinese SMEs have not yet regained their vitality, the European debt crisis has put the global economy at risk of double bottoming. On the other hand, due to the impact of the RMB exchange rate and inflationary pressure in the second half of 2010, some industries are particularly dependent on it. The operation of SMEs in foreign trade has been affected to varying degrees. In 2011, the development environment for SMEs was generally better than that in 2010, but the dual pressures of inflation and exchange rates still exist. In the context of the development of small and medium-sized enterprises, the government has proposed two important policy directions and support directions: one is fiscal and tax policy support; the other is to encourage the application of information technology.

In 2012, the “SME Service Year” will introduce a series of SME support policy measures, focusing on supporting the development of innovative, labor-intensive, entrepreneurial SMEs, especially small and micro enterprises, strengthening guidance, improving services, and promoting the development environment for SMEs. Continuous optimization.

The level of information application and needs of SMEs. As of the end of 2011, the proportion of SMEs with no information applications (no PC purchases, network architecture and corporate web pages) has been significantly reduced to 20.7%. The popularity of information technology for SMEs is rapidly increasing. According to CCW statistics, in 2011, China's SME IT investment continued to grow steadily, with an increase of 15.2% and a scale of 258.16 billion yuan. However, although the application of information technology in small and medium-sized enterprises has been popularized, the overall application level is limited, and SMEs are involved in a wide range of information, and the demand for information is varied. This directly leads to limited informationization methods that are difficult to meet the personalized and diversified information application of SMEs. Demand, professional and efficient and adaptable information tools are just a handful.

The e-commerce industry website has become a typical application method for SMEs. Since the impact of the financial crisis in 2008, the e-commerce service industry, as an “important emerging industry”, has played an important role in helping small and medium-sized enterprises to expand into new markets, reduce production and operation costs, and improve production and operation efficiency.

The e-commerce industry website is an important part of the e-commerce service industry, and it is also the main force for popularizing and deepening e-commerce applications. At present, in many e-commerce models, many SMEs are not directly facing end-users, but some intermediate product providers. Therefore, only the e-commerce model of industry websites can provide them with more efficient Online sales channels. In addition, most SMEs have access to richer and more efficient product supply information through industry websites, which will greatly increase their procurement efficiency.

The network alliance has become the "tip knife row" for all major e-commerce websites.

The value of the industry website alliance is highlighted. With the rapid development of e-commerce, e-commerce wars have begun to open, the marketing and promotion costs of various companies have increased sharply, only portal advertising and search engines have increased prices by 30%, and navigation websites have topped the list with 50% growth. How to reduce the promotion cost and implement the more accurate and segmented advertising delivery strategy is the problem that every e-commerce enterprise must face directly. It is understood that the traffic of popular resources such as portal advertisements only accounts for 20% of the total Internet traffic in China, and the remaining 80% of traffic is spread among other second-line, third-line and many personal websites.

As a representative and prototype of social marketing practice, website alliance is called the sharp knife row of the promotion of major e-commerce websites. The information acquisition is more abundant, the business opportunities are more rapid, the business needs of the enterprise across industries are satisfied, and the invaluable advertising value is at the same time. These advantages have become the invisible promoters of the development of the industry website. In April 2010, Mingwan initiated the establishment of the China B2B Alliance. By the end of 2011, approximately 3,000 industry websites had joined. Alliances of this nature, through strict qualifications, effectively ensure the mobility of resources and information among members of the alliance.

B2B Business Search is the unified entry point for the Alliance. The information explosion has made it necessary for users to increase their dependence on the professionalism of industry information content. Faced with such information overload, users will increasingly rely on the professionalism of industry website content to find the content and resources needed more efficiently, which is exactly the biggest difference and value of the industry website alliance's search engine is different from other well-known search engines. Higher information accuracy and arrival rate.

Multi-industry website search is an important guarantee for obtaining more professional information. Search engine information collection is basically automatic. Search engines use an automated search bot called Web Spider to connect hyperlinks on every web page. The bot program is based on the hyperlinks to the web page chain, just like the one-day ten, ten-pass 100... in daily life, starting from a few web pages and connecting to all the links on the database. In theory, if there are appropriate hyperlinks on the page, the robot can traverse most of the pages. As a result, search between multi-industry websites can enable users to get more professional information, making users more dependent on search engines.

Industry website opens a new path for SMEs?

More advantageous network marketing methods. Convergence: E-commerce will move from the initial full opening to the new integration. One is the merger between similar websites. At present, a large number of websites are similar in positioning and similar in business content. The result of fierce competition can only be that a few companies will eventually win; the second is the complementary merger between different types of websites. The advantages of domestic leading e-commerce companies in terms of resources, brands, customer scale, etc. are obvious. For them, the best expansion method is acquisition strategy, and its model is complementary acquisition; third is strategic alliance. . Each website is limited in terms of resources, but the needs of customers are comprehensive. Therefore, it is imperative for different types of websites to cooperate with each other in the form of strategic alliances.

Deepening: With the improvement of various supporting facilities for e-commerce, the trading environment is gradually becoming more standardized, and users will be more and more recognized for this professional B2B business search based on the industry website alliance. At the same time, users are professional. The demand for search will also become stronger and more refined. Therefore, it represents the in-depth development of online marketing methods.

Achieve synergy in the industry chain. In recent years, due to advances in science and technology and economic development, the customer-centric supply chain faces a more complex competitive environment: users' demands for product and service quality are constantly increasing, delivery times are shortened, and cost pressures are constantly increasing. Market uncertainty continues to increase. Industry websites and alliances make it easier to collaborate upstream and downstream in the supply chain.

The industry website and alliance use the Internet service platform to realize the electronic process of the supply chain transaction process and completely transform the traditional upstream and downstream business cooperation mode. Improve the information management of enterprises, and help enterprises to realize the all-round management and monitoring of information flow, capital flow and logistics through the platform. With industry websites and alliances, enterprises can help enterprises share one-stop and all-round services from internal management to external business collaboration, thereby liberating corporate resources and significantly improving their productivity and operational efficiency.

Create an honest business environment. Industry websites and alliances should guarantee the authenticity of the data they provide in order to win the trust of users. The integrity mechanism of the industry website should be gradually established and improved.

First of all, the relevant government departments should introduce a set of relevant laws and regulations as the basic guarantee for online transactions. Second, industry alliances should play a role in regulating the business environment. Industry alliances can not only strengthen communication and communication between enterprises, but also work together to monitor and maintain the market order of the industry. In addition, online customer file management must be strengthened. European and American companies generally conduct regular review of the files of credit customers, and adjust the credit limit in time according to changes in customer credit information. In addition, the establishment of a dynamic database can also effectively regulate the network market order.

The integrity system is the survival guarantee and lifeline of the industry website, especially in the process of economic globalization, credit is the passport to enter the international market. The e-commerce and credit services of the industry websites are emerging fields that are developing rapidly and have broad market prospects. The B2B business search based on the Chinese B2B alliance introduces effective measures for enterprise real-name authentication, which will effectively establish an honest online trading environment.

The best platform for SME network promotion. Industry websites have more precise customer positioning. One of the biggest differences between industry websites and comprehensive websites is the professionalism of their users, which also makes the industry website more accurate customer positioning. Nowadays, the industry website has been involved in various industries and all levels. Even the industry websites belonging to the same industry have different functions and services. It can be seen that the industry website is highly subdivided and the users are more and more professional. The need for customization and personalization is a fundamental factor in the increasing fragmentation of industry websites. The continuous accumulation of users has brought greater promotion value to the industry websites, and the industry website alliance can provide the most extensive and professional and targeted promotion platform, opening a new channel for the network promotion of SMEs.

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