B2B电子商务.docx
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B2B电子商务.docx
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B2B电子商务
原文
B2Be-marketplace:
ane-marketingframeworkforB2Bcommerce
Purpose–Thepurposeofthispaperistoprovideaclearunderstandingoftheperformanceofbusiness-to-business(B2B)e-marketplaceinconductinge-marketingintheglobalbusinessenvironment.TheproposedframeworkisintendedtobeusedasaguideforB2Bfirmsespeciallysmallandmediumsizedenterprises(SMEs)whowishtoadoptaproactiveapproachintheuseofinformationandcommunicationtechnologyforbusinessefficiencyandcompetitiveadvantage,andthosewhowishtoexploretheinternettechnologiesformarketingactivities.
Design/methodology/approach–LiteraturefromtheB2Be-marketplacesandoperationsofe-marketingfieldswereanalysed,andthefindingsweresynthesisedtodevelopapreliminaryconceptualmodelofe-marketing.TheconceptualmodelwastestedempiricallythroughanonlinesurveyfromvariousindustriesinChina,Malaysia,andSingapore.
Findings–Withsignificantonlineandofflinepublicationsfrombothacademiaandindustry,thereisagrowingawarenessofthecontributionofthee-marketingintheglobalenvironment.Thisnewmarketingparadigmisreportedtoreshapethebusinessrelationshipsbetweenbothconsumermarketersandconsumers,improvingbusinessprocessesandenhancingthebusinessexposureinthenewmarkets.
Researchlimitations/implications–Themajorlimitationofthispaperisassociatedwiththesampleselection.Althoughtheliteraturefindingswereinternational,theempiricalstudywasrestrictedtoChina,Malaysia,andSingapore.Therefore,thegeneralizabilityoftheresultsmaynotbeapplicableforothercountries.Furthermore,themajorityoftherespondentsparticipatedwereSMEs.Hence,theapplicabilityoffindingstolarge-scaleorganisationsmaybelimited.
Practicalimplications–TheframeworkallowsB2Bfirmstocapitaliseandunderstandthee-marketingopportunitiesprovidedbyB2Be-marketplace.TheframeworkalsooffersguidancetomarketingmanagersamostappropriateapproachtoadoptB2Be-marketplacetoperformtheire-marketingactivities.
Originality/value–Basedontheneedforaframeworkfore-marketing,thisstudyissignificanceto:
SMEs,marketers,informationtechnologypractitioners,andallotherstakeholdersthatadoptedtheinternetandotherelectronicmeansformarketingpurposes.
Background
Thedevelopmentoftheinternetandtheworldwideweb(www)inthe1990sasatoolfortheglobalsharingofinformationhasopenedupnewopportunitiesinmarketingpractices.“Therapidgrowthofinternetusershasmadetheinternetanincreasinglyimportantandattractiveplatformforbusinesstransactions”AccordingtotheInternetWorldStats(2007),byMarch2008,theinternetuserpopulationreached1.40billionsworldwide,anincreaseof290percentintheperiodfrom2000to2008(Figure1).Manyacademicsandpractitionershaveemphasizedthattheinternetisamajorplatformfore-marketingtodealwithmarketingmixes,whichincludeglobalaccessibility(Laudon,2002),convenienceinupdating(SandeepandSingh,2005),real-timeinformationservices(Harridge-March,2004),interactivecommunicationsfeatures(Chaffey,2004),anduniquecustomisationandpersonalisedcapabilities(TeoandTan,2002).Additionally,e-marketingalsoreferstotheuseofelectronicmethodsormediatobuilduponandmaintaincustomerrelationshipthroughelectronicplatforms(e.g.business-to-business(B2B)e-marketplaces)thatfacilitatestheexchangeofideas,products,andservicestosatisfybothbuyersandsellers.StraussandFrost(2001)supporttheabovestatementandsuggestedthat,sales,publicrelations,directmarketing,andadvertisingaremarketingcommunicationthatcomprisesthecrucialcomponentsofe-marketingstrategy.
B2Be-marketplace,asoneofthemajortradingplatformsbroughtbytheinternettechnologyhasmadeasignificantcontributiontothee-marketers.Thelargerorganisationsaretakingadvantagesfromthevastarrayofsuppliers/buyersviatheB2Be-marketplace(StockdaleandStanding,2004).However,smallandmediumsizedenterprises(SMEs)arealsoeagertocompeteintheelectronicenvironmentremainconcernsashowtheirbusinessescangainbenefitsfromB2Be-marketplace.Withsignificantonlineandofflinepublicationsfrombothacademiaandindustrythereisagrowingawarenessofthecontributionofthee-marketingintheglobalenvironment.Nonetheless,thereislimitationonhowtoexploretheopportunitiesforSMEsinbenefitingfromtheemergente-marketingpractices,derivefromtheB2Be-marketplace.
Thispaperisintendedtoprovideaclearunderstandingoftheperformanceofe‐marketplaceinconductinge‐marketingintheglobalbusinessenvironment.TheproposedframeworkisintendedtobeusedasaguideforB2BfirmsespeciallySMEswhowishtoadoptaproactiveapproachintheuseofinformationandcommunicationtechnology(ICT)forbusinessefficiencyandcompetitiveadvantage,andthosewhowishtoexploretheinternettechnologiesformarketingactivities.
Thepaperhasthreemainsections.First,thestudyoutlinesthemotivationandobjectivesfortheproposede‐marketingframework.Second,therelevantliteraturefocusesonreviewingthreerecognisede‐marketingframeworksandtheperformancesofe‐marketinginB2Be‐marketplace,andfinally,thekeyfindingsarepresentedanddiscussed.
Literaturereview
Reviewofe‐marketingframeworks
Withtheadventoftheinternettechnology,thetraditionalmarketingframeworksareredesignedandsupportedbyelectronictechnologiestocreateinnovativemarketingmodels(Chaffey,2004; Logrosen,2005).Someofthewidelyrecognizede‐marketingframeworksproposedby Chaffey(2004), Gloor(2000),and Kierzkowski etal. (1996) aredescribed.
Chaffey(2004) –thee‐marketingstrategy
Chaffey(2004) suggeststhate‐marketingplanshouldbelinkedtoothercorporateplansinordertosupportthemarketingactivities.Referringto Figure2,thee‐marketingplaninanorganisationshouldintegratewithothercorporateorfunctionalstrategiestoinformspecificmarketplansfordifferentproductsorgeographicalmarkets.Thisframeworkisalsointegratedwithinformationsystem(IS)/informationtechnology(IT)ande‐businessstrategytofulfillthetraditionalmarketingpracticesofcreating,communicating,anddeliveringvaluetocustomers.Inaddition,e‐marketingwillincludeothertechnologiessuchastheinternettoenablecustomerrelationshipmanagement(CRM),supplychainmanagement,andenterpriseresourcesplanningtohelptodefinetheorganisation'smarketingobjectives(Chaffey,2004; StraussandFrost,2001).However,manyorganisationsarestillnotfullyawareofthebenefitsandopportunitiesprovidedbye‐marketing.ThemainconcernisthepresenceoffinancialconstrainsandtechnologicalexpertiseespeciallyforSMEswhohavelimitedresources. Gilmore etal. (2007) identifiedseveraldriverstomotivateSMEsintheadoptionofe‐marketingincluding;loweroperatingandmarketingcosts,enrichedoverallmarketingcommunicationsmix,andgainingcompetitivedisadvantagesinperipheralareas.Furthermore,SMEshavebeenexperiencingdifficultiesinimplementinge‐marketingduetothelackofspecialistine‐marketing,resultingdifficultiesinrespondingtocompetitivethreats.
Gloor(2000) –roadmaptoe‐marketing
Gloor(2000) emphasizesthatbusinessandtechnologyarefundamentalfactorstocompletethee‐marketingvision,andthetransformationtoelectronicbusinesseshastoconsidervariousaspectsincludingthepotentialofe‐marketingtechnology(Figure3).Thebusinessvisionneedtobeclearlydefined,andthedecisionmakersincludingfunctionalmanagersshouldworktogethertocompletethetransformationplan.Basedontheroadmapproposedby Gloor(2000),thereisaneedforhighlevelICTexpertise,andthebusinessexpertsplayacrucialroletoensurethedevelopmentofflexible,scalableandextensiblemarketingarchitecturetosupportcurrentneedsandfuturebusinessrequirements.Theframeworkin Figure3 indicatestheinteractivenatureofthee‐marketingprocess,whichisnevercompletedbutratherisanon‐goingactivity.Furthermore,marketersarenowlookingattheextendedmarketingstrategythatcomprisesdiagnosticassessmentandfuturevisionoftheorganisationsthatprovideadditionalbusinessefficienciesandbusinessleveragetomaintaintheircompetitivepositions.Thisattentionneedstobedirectedtowardstheobjectivesofchoosingtherighte‐marketingresources(includingtools,people,techniquesandtechnologiesasindicatedinGloor'sframework).Therighte‐marketingresourcesshouldbeavehicleformarketingfirmstolearnandenhancetheknowledgeandunderstandingofthee‐marketingstrategiestocompletethereinventionoforganisation'sbusinessmodels.
Reviewofe-marketingperformancesinB2Be-marketplace
TheinternetisthefoundationforB2Bcommercethatprovidesthetechnologyandplatformtoenablethisbusinessrelationshipsworkeffectively.B2Btransactionsoverpublicandprivatesectorsusestheinternetasadeliveryvehiclefortransactionsincluding;financialtransfer,on-lineexchanges,auctions,deliveryofproducts,andservices(O’ReilyandFinnegan,2007).ManypractitionersarepredictingB2BcommerceisexpectedtohaveamassivegrowthandmajorityoftheorganisationswillhavetogiveconsiderationtoinvolvewithB2Bcommerce.ReferringtoFigure5,B2Bconsistsofthreemainelementsandthee-marketplaceperformsthemaintaskssuchassourcing,automatedpurchasing,processingtofacilitatethesellersandbuyerstodobusinesstransactions.
LaudonandLaudon(2000)statedthatB2Be-marketplacereferstotheexchangeofinformation,products,s
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