2001传统企业互联网战略大转移 专题类型:电子商务 2001年传统企业的互联网战略在默默地发生着痛苦的转移,从2000年初以家电企业为典型代表的传统企业触网大潮开始,将近两年时间内,很多大型企业终于明白了,互联网是为企业经营服务的,不是用来圈钱或者捞取政绩的,但很多企业为此已经付出了巨大代价。 2001年的网络经济继续在低潮中徘徊,同时2001年传统企业的互联网战略也在默默地发生着痛苦的转移,从2000年初以家电企业为典型代表的传统企业触网大潮开始,将近两年时间内,很多大型企业终于明白了,互联网是为企业经营服务的,不是用来圈钱或者捞取政绩的,但很多企业为此已经付出了巨大代价。 传统企业的互联网战略一般有几种模式:并购网络公司、建立第三方电子商务平台、建立企业门户网站、建立功能性的企业网站等,可以说,前三种模式都是大型企业触网初期贪图“大、快、全”的产物,现已证明这种方式在目前是不成功的,只能是劳民伤财。12月初,联想FM365网站改版,已经完全撕下了门户的面纱,同时有报道称,联想对2000年8月份一时糊涂花费3000多万美元收购40%股权的赢时通网站也失去了兴趣,正在寻找新的买主。这些信号很明显,企业已经在逐步远离.COM造成的幻觉,用更加现实的眼光审视互联网的真正价值。 电子商务平台,有必要吗? 在互联网最为火爆的时候,一些企业即使业绩很差也可以因为触网而上演股价飞涨的神话,于是在很短的时间内诞生了许多“电子商务平台”,好像上网就是要建“平台”,至于平台有什么实用价值,能获得什么实际收益,好像都不重要,只要将商业计划书中的故事讲得动听一些就会有数不清的投资。但到目前为止,还没有看到哪个平台真正发挥了作用,倒是看到不少企业在喧闹了一阵子之后,连一片云彩都没来得及带走,就不得不暂别“稻糠”,回归传统了。美的集团就是一个典型的例子,曾声称要投入10亿打造家电行业的电子商务平台,这个名为“商路易”的网站,不知道什么时候已经悄悄地死去,连域名好像也已经被转移到国外某个人的名下。 电子商务平台战略,是典型的互联网战略扩展思想,想当然地认为,建立一个第三方的行业电子商务平台,让行业内的所有公司都利用这个平台完成公司的销售和采购工作,在巩固自己在行业内的竞争地位的同时,实现公司战略扩张、进行资本运作,或者达到提升现行股票市值的目的。从理论上说,这种方式由于集中了行业资源,具有明显的规模优势,但是如果不考虑企业在行业内是否具有领导地位,不考虑其他企业的互联网战略,这种平台终归是没有生存下去的环境。电子商务平台不是不可以做,但也决不是每个企业都有能力、有必要去做。随着互联网应用的深入和行业调整,这种行业电子商务平台模式的互联网战略可能会重新崛起,但决不会是商路易的简单翻版,会根据将来发展的状况产生新的经营思想和经营模式。 企业门户,其实什么也不是 作为一种互联网战略的延伸,企业门户网站曾经受到一些大型企业的青睐,这种模式通常以一个大型企业的内部资源为基础,建立一个庞大的企业门户型网站,力争做到为用户提供的服务向多个领域延伸,包括新闻、教育、社区、音乐、产品销售,甚至旅游、气象等,在一定程度上类似于综合门户网站。其主要思路是通过提供综合性的网络服务聚集人气,在此基础上促进公司产品的销售,增加产品和服务的附加值,并且逐步开拓新的赢利领域。 企业门户类网站的设想
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xaWelcome to thepreal new millennium. Lastdyear was just a publicityu
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