海尔电视商务案例分析

海尔电视商务案例 海尔电子商务的成功案例分析 一、电子商务是海尔的必由之路 网络经济时代的到来，企业如何发展，是一个崭新而迫切的的问题。1999年达沃斯“世界经济论坛”提出了“企业内部组织适应外部变化、全球知名品牌的建立、网上销售体系的建立”三条原则。今年的达沃斯会议又提出了人类在新世纪将面临“网络革命和基因革命”的观点，对应于这种新趋势，海尔从1999年4月就开始了“三个方向的转移”。第一是管理方向的转移(从直线职能性组织结构向业务流程再造的市场链转移);第二是市场方向的转移(从国内市场向国外市场转移);第三是产业的转移(从制造业向服务业转移)。这些都为海尔开展电子商务奠定了必要的基础。 其次，进军电子商务是海尔国际化战略的必由之路。国际化是海尔目前一个重要发展战略。而电子商务是全球经济一体化的产物，所以，我们必须要进入，而且要进去就得做好，没有回头路。 第三，中国企业如果在网上再没有拓展，传统业务与网络挂不上钩，在网络经济时代就没有生存权。在由网络搭建的全球市场竞争平台上，企业的优劣势被无情的放大，因为新经济时代下，企业就是在(信息)高速公路上行驶的车辆，车况好的车，能够在信息高速公路上发挥优势，而破旧的车，即使在高速公路上，也只有被远远抛在后面的结局。 (一)新经济下的海尔 新经济下海尔的特点，从我们对,,，,,五个字母所赋予的新含义体现出来: H: Haier and Higher A: @网络家电 I: Internet and Intranet E: www.ehaier.com ( Haier e-business) R:haier 的世界名牌的注册商标® 这五个字母的新含义，涵盖了海尔电子商务的发展口号、产品趋势、网络基础、电子商务平台、品牌优势五大方面。 海尔的电子商务的特色由“两个加速”来概括，首先加速信息的增值:无论何时何地，只要用户点击www.ehaier.com，海尔可以在瞬间提供一个E+T>T的惊喜;E代表电子手段，T代表传统业务，而E+T>T，就是传统业务优势加上电子技术手段大于传统业务,强于传统业务。其次是加速与全球用户的零距离，无论何时何地，www.ehaier.com都会给你提供在线的平台，用户可以实现自我设计的梦想。 二、 海尔与众不同的电子商务模式 1、三个月增长10倍速的海尔电子商务，做有鲜明个性和特点的垂直门户网站 real, in each pen business lending Qian not for by pen query, led to mortgage failure of. (Vi) not in accordance with the relevant provisions of the Bank operation, failed to identify false documents, certificates, authorizations, warrants, etc. (VII) in the credit risk management system to provide false information, is not required by the guest rating credit management objective, impartial ratings of credit, resulting in credit decision-making errors. (H) the investigation report conclusions of false record, misleading statement or material omission, resulting in credit decision-making errors. (I) the orders, directives, orders, suggest that others not involved in the investigation business, issued by the investigators. (10) without the approval of authorities, after the first credit investigation, credit first and then record, counter-current process operations such as operation prior to approval. (11) article does not meet the risk management Department, Marketing Management Department to carry out supervision and inspection and due diligence evaluations or providing false information. (12) other violations result in credit business at substantial risk or significant potential risk behaviours. Sixth chapter supplementary articles article 28th of this approach by the Head Office of risk management Department is responsible for the interpretation and amendment. 29th spontaneous herein from the date of implementation. Qilu silver computer transmission of qilu Bank documents (2012), No. 289Qilu Bank personal credit on issuing the Notification Guide to business risk management branch, jurisdiction and the jurisdiction of business lines, Jinan branch, head office departments within its jurisdiction: in order to improve the quality of individual credit business, optimize the structure of assets, promotion of 以通过电子商务手段更进一步增强海尔在家电领域的竞争优势，不靠提高服务费来取得赢利，而是以提高在B2B的大量的交易额和B2C的个性化需求方面的创新。 2000年3月10日，海尔投资成立电子商务有限公司。4月18日海尔电子商务平台开始试运行，6月份正式运营。截止到12月31日，B2B的采购额已达到77.8亿，B2C的销售额已达到608万。海尔的电子商务为什么魅力四射,用户为什么会有如此大的热情，可以看这样几个例子: 例一:我要一台自己的冰箱 青岛用户徐先生是一位艺术家，家里的摆设都非常富有艺术气息，徐先生一直想买台冰箱，他想，要是有一台表面看起来像一件艺术品但又实用的冰箱就好了。徐先生从网上看到“用户定制”模块，随即设计了一款自己的冰箱。他的杰作很快得到了海尔的回音:一周内把货送到。 例二:从网上给亲人送台冰箱 北京消费者吴先生的弟弟下个月结婚，吴先生打算买一台冰箱表达当哥哥的情意。可是弟弟住在市郊，要买大件送上门，还真不太方便。海尔作为国内同行业中第一家做电子商务的信息传来后，吴先生兴冲冲地上网下了一张订单，弟弟在当天就收到了冰箱。弟弟高兴地打来电话说，他们家住6楼，又没有电梯，但送货人员却把这么大的冰箱送到了家里，太方便了，今后他买家电也不用跑商场了，就在海尔网站上买～ 2、优化供应链取代本公司的(部分)制造业，变推动销售的模式为拉动销售模式。提高新经济的企业的核心竞争力。 海尔电子商务从两个重要的方面促进了新经济的模式运做的变化。一是B2B(企业对企业)的电子商务来说，他促使外部供应链取代自己的部分制造业务;通过B2B业务，仅给分供方的成本的降低就收益8-12%。从B2C的电子商务的角度，他促进了企业与消费者的继续深化的交流，这种交流全方位提升了企业的品牌价值。 一位供应商在通过INTERNET与海尔进行业务后给海尔来了一封信:我是一家国际公司的中国业务代表，以前我每周都要到海尔，既要落实定单，还要每天向总部汇报工作进展，非常忙碌。有时候跟本顾不上拓展新的业务。…自从海尔启用电子商务采购系统后，可以在网上参加招投标、查定单、跟踪定单等等工作，大大节省了人力、物力和财力，真是一个公开、公平、高效的平台。而且我也有更多的时间来了解海尔的需求，并为公司又谈下了一笔大生意，得到了公司的表扬。…更重要的是，我作为中国人也为海尔而自豪:我们总部也是刚刚采用类似的系统，而在中国海尔已经运作起来了，与海尔合作体现了国际的先进手段和效率～ 3、把商家也变成设计师，“个性化”不会增加成本。 海尔电子商务最大的特点就是个性化。去年我们在内部就提出了与客户之间是零距离，real, in each pen business lending Qian not for by pen query, led to mortgage failure of. (Vi) not in accordance with the relevant provisions of the Bank operation, failed to identify false documents, certificates, authorizations, warrants, etc. (VII) in the credit risk management system to provide false information, is not required by the guest rating credit management objective, impartial ratings of credit, resulting in credit decision-making errors. (H) the investigation report conclusions of false record, misleading statement or material omission, resulting in credit decision-making errors. (I) the orders, directives, orders, suggest that others not involved in the investigation business, issued by the investigators. (10) without the approval of authorities, after the first credit investigation, credit first and then record, counter-current process operations such as operation prior to approval. (11) article does not meet the risk management Department, Marketing Management Department to carry out supervision and inspection and due diligence evaluations or providing false information. (12) other violations result in credit business at substantial risk or significant potential risk behaviours. Sixth chapter supplementary articles article 28th of this approach by the Head Office of risk management Department is responsible for the interpretation and amendment. 29th spontaneous herein from the date of implementation. Qilu silver computer transmission of qilu Bank documents (2012), No. 289Qilu Bank personal credit on issuing the Notification Guide to business risk management branch, jurisdiction and the jurisdiction of business lines, Jinan branch, head office departments within its jurisdiction: in order to improve the quality of individual credit business, optimize the structure of assets, promotion of 而此前客户的选择余地是有限的，这对厂家有利，现在一上网，用户要定制他自己的产品，这并不是所有企业都能做到的。 要做到与客户之间零距离，不能忽视商家的作用。因为商家最了解客户需要什么样的商品，要与客户之间零距离，就要与商家之间零距离，让商家代替客户来定制产品。B2B2C的模式符合实际情况，也帮我们培养了一大批海尔产品用户的设计师。 海尔提出的商家、消费者设计商品理念，是有选择的，我们不可能让一个普通的商家或消费者代替专家纯粹从零开始搞设计，这样他们不知从何下手，我们也难以生产。我们现共有冰箱、空调、洗衣机等58个门类的9200多个基本产品类型，这些基本产品类型，就相当于9200多种“素材”，再加上提供的上千种“佐料”——2万多个基本功能模块，这样我们的经销商和消费者就可在我们提供的平台上，有针对性地自由地将这些“素材”和“佐料”进行组合，并产生出独具个性的产品。 当然，我们这种B2B的模式若只定位在某一地方就肯定不行，因为成本太大了，我们是着眼于全球市场，这样需求就大大地增加，成本就大大地降低。一般来讲，每一种个性化的产品如产量能达到3万台，一个企业就能保证盈亏平衡，而事实上海尔的每一种个性化的产品的产量都能达到3万台以上。这成本平摊下来，商家和消费者所得到的产品价格的增长是很微小的。 三、 海尔实施电子商务的优势 张瑞敏首席执行官提出海尔实施电子商务靠"一名两网"的优势:"名"是名牌,品牌的知名度和顾客的忠诚度是海尔的显著优势."两网"是指海尔的销售网络和支付网络.海尔遍布全球的销售,配送,服务网络以及与银行之间的支付网络,是解决电子商务的两个难题答案. 我们不相信在没有任何基础情况下搞电子商务会取得成功,因为没有业务流程的重组,没有企业内部网与外部网的应用,没有企业各种信息应用系统做为基础,电子商务平台无异于空中楼阁. 首先，在产业方向转移方面，海尔已实现了网络化管理、网络化营销、网络化服务和网络化采购，并且依靠海尔品牌影响力和已有的市场配送、服务网络，为向电子商务过渡奠定了坚实的基础。在管理转移方面，传统企业的金字塔式的管理体制绝不适应市场发展的需要，所以在管理上把“金字塔”扳倒建立了以市场为目标的新的流程，企业的主要目标由过去的利润最大化转向以顾客为中心，以市场为中心。在企业内部，每个人要由过去的“对上级负责”转变为“对市场负责”。海尔集团还成立了物流、商流、资金流三个流的推进本部。物流作为“第三利润源泉”直接从国际大公司采购，降低了成本，提高了产品的竞争力，商流通过整合资源降低费用提高了效益;资金流则保证资金流转顺畅。 海尔拥有比较完备的营销系统，在全国大城市有40多个电话服务中心，1万多个营销网点，甚至延伸到6万多个村庄。这就是为什么有些网站对订货的区域有限制而海尔是可以在全国范围内实现配送的原因。 四、海尔电子商务平台的搭建 real, in each pen business lending Qian not for by pen query, led to mortgage failure of. (Vi) not in accordance with the relevant provisions of the Bank operation, failed to identify false documents, certificates, authorizations, warrants, etc. (VII) in the credit risk management system to provide false information, is not required by the guest rating credit management objective, impartial ratings of credit, resulting in credit decision-making errors. (H) the investigation report conclusions of false record, misleading statement or material omission, resulting in credit decision-making errors. (I) the orders, directives, orders, suggest that others not involved in the investigation business, issued by the investigators. (10) without the approval of authorities, after the first credit investigation, credit first and then record, counter-current process operations such as operation prior to approval. (11) article does not meet the risk management Department, Marketing Management Department to carry out supervision and inspection and due diligence evaluations or providing false information. (12) other violations result in credit business at substantial risk or significant potential risk behaviours. Sixth chapter supplementary articles article 28th of this approach by the Head Office of risk management Department is responsible for the interpretation and amendment. 29th spontaneous herein from the date of implementation. Qilu silver computer transmission of qilu Bank documents (2012), No. 289Qilu Bank personal credit on issuing the Notification Guide to business risk management branch, jurisdiction and the jurisdiction of business lines, Jinan branch, head office departments within its jurisdiction: in order to improve the quality of individual credit business, optimize the structure of assets, promotion of 海尔是国内大型企业中第一家进入电子商务业务的公司，率先推出电子商务业务平台。我们不是为了概念和题材的炒作，而是要进入一体化的世界经济，为此海尔累计投资1亿多元建立了自己的IT支持平台，为电子商务服务。 目前,在集团内部有内部网、有ERP的后台支持体系。我们现在有7个工业园区,各地还有工贸公司和工厂,相互之间的信息传递,没有内部网络的支持是不可以想象的.各种信息系统(比如物料管理系统,分销管理系统,电话中心,C3P系统等等)的应用也日益深入.海尔以企业内部网络,企业内部信息系统为基础,以因特网(外部网,海尔从96年底起就建立了自己的网站)为窗口,搭建起了真正的电子商务平台. 当然，进行电子商务并不是一厢情愿的事，不仅要有各方面的基础准备，还要让经销商和消费者接受，这样才能顺利实现。我们为经销商、供应商和消费者提供了一个简单、操作性强的电子商务平台，而且进行了循序渐进式的，而且在平台设计的时候就考虑到如何为应用者提供方便和帮助，就连电子商务平台的设计我们也遵循了以客户为中心的原则。这样才可以让我们的业务伙伴和我们一同发展和成长。 五、展望 海尔的电子商务平台将发展成为公用的平台，不仅可以销售海尔的产品，也将销售其他各类的产品;不仅可以为海尔的自身的采购需求服务，也将为第三方采购和配送服务。 我们将保持和强化两个优势: 六、以“一名两网”为基础，与用户保持零距离，快速满足用户的个性化需求 INTERNET时代是信息爆炸的时代，海尔要利用信息进行发展。通过网站，海尔可以收集到大量的用户的信息和反馈。这些用户对海尔的信任和忠诚度是海尔最大的财富。目前在海尔的网站上，除了推出产品的在线订购销售功能之外，最大的特色就是有面对用户的四大模块:个性化定制、产品智能导购，新产品在线预定，用户设计建议。这些模块为用户提供了独到的信息服务，并使网站真正成为海尔与用户保持零距离的平台。 七、利用网络放大海尔的优势，减低成本和培植新的经济增长点 海尔将利用系统，进一步优化分供方。如果上网，就可以加快这种优化的速度。一个小螺丝钉到底世界上谁生产最好,一上网马上就会知道。这不仅仅是简单的价格降低，关键是找到了最好的分供方。正是这种交流，我们在短时间内建立了两个国际工业园，引进了国际上最好的分供方到青岛建厂，为海尔配套。 海尔电子商务系统还处在进一步的建设和完善中，我们将充分利用海尔的“一名两网”的优势，通过网络连接用户，大力推进CRM系统的建立，以具有充分个性化的产品和特色服务拢住原有、新、潜在的用户，以及供应商,采购商，提供完善的服务。在新经济时代保持和发扬企业的优势，更加快海尔的创新机制，缩短进入的国际化进程。1995年，我们的销售额是世界五百强入围的1/18，1996年是1/12，1997是1/6，1998年是1/4，去年海尔32亿美元的销售额已是入围标准的1/3，今年希望是1/2。原来，我们是希望在2006年进入real, in each pen business lending Qian not for by pen query, led to mortgage failure of. (Vi) not in accordance with the relevant provisions of the Bank operation, failed to identify false documents, certificates, authorizations, warrants, etc. (VII) in the credit risk management system to provide false information, is not required by the guest rating credit management objective, impartial ratings of credit, resulting in credit decision-making errors. (H) the investigation report conclusions of false record, misleading statement or material omission, resulting in credit decision-making errors. (I) the orders, directives, orders, suggest that others not involved in the investigation business, issued by the investigators. (10) without the approval of authorities, after the first credit investigation, credit first and then record, counter-current process operations such as operation prior to approval. (11) article does not meet the risk management Department, Marketing Management Department to carry out supervision and inspection and due diligence evaluations or providing false information. (12) other violations result in credit business at substantial risk or significant potential risk behaviours. Sixth chapter supplementary articles article 28th of this approach by the Head Office of risk management Department is responsible for the interpretation and amendment. 29th spontaneous herein from the date of implementation. Qilu silver computer transmission of qilu Bank documents (2012), No. 289Qilu Bank personal credit on issuing the Notification Guide to business risk management branch, jurisdiction and the jurisdiction of business lines, Jinan branch, head office departments within its jurisdiction: in order to improve the quality of individual credit business, optimize the structure of assets, promotion of 世界500强，现在看来，要提前了。 电子商务是海尔前进的加速器 real, in each pen business lending Qian not for by pen query, led to mortgage failure of. (Vi) not in accordance with the relevant provisions of the Bank operation, failed to identify false documents, certificates, authorizations, warrants, etc. (VII) in the credit risk management system to provide false information, is not required by the guest rating credit management objective, impartial ratings of credit, resulting in credit decision-making errors. (H) the investigation report conclusions of false record, misleading statement or material omission, resulting in credit decision-making errors. (I) the orders, directives, orders, suggest that others not involved in the investigation business, issued by the investigators. (10) without the approval of authorities, after the first credit investigation, credit first and then record, counter-current process operations such as operation prior to approval. (11) article does not meet the risk management Department, Marketing Management Department to carry out supervision and inspection and due diligence evaluations or providing false information. (12) other violations result in credit business at substantial risk or significant potential risk behaviours. Sixth chapter supplementary articles article 28th of this approach by the Head Office of risk management Department is responsible for the interpretation and amendment. 29th spontaneous herein from the date of implementation. Qilu silver computer transmission of qilu Bank documents (2012), No. 289Qilu Bank personal credit on issuing the Notification Guide to business risk management branch, jurisdiction and the jurisdiction of business lines, Jinan branch, head office departments within its jurisdiction: in order to improve the quality of individual credit business, optimize the structure of assets, promotion of