推荐回答(1个)
传统企业与电子商务融合是一种趋势,全面电商化、全面在线化以及打破边界与改变服务是电子商务发展的新态势,但是传统企业电商也面临着不少的挑战。
1、缺少电子商务专业人才
传统企业普遍缺少电子商务人才,不仅奇缺高端技术人才和高端运营人才,而且缺乏大量的电子商务推广人才,这是制约传统企业开展电子商务的根本问题。调查发现,传统企业对电商人才选择上,急于求成,疏于培养,偏向请一些外地的电子商务服务企业的人员来进行本企业电子商务运营管理工作,渴望在短期内使得自己企业电子商务收到预期效果;当无法快速实现期望时,就会失去信心,然后频繁换人,形成“老板认为员工能力不行,员工觉得老板不懂电商”的怪圈。
2、线下线上销售渠道整合困难
传统企业与电子商务融合,多半会建立与线下销售平行的电商部门,在缺乏协调和资源整合的情况,线上渠道与线下渠道就很容易发生利益冲突。比较常见的做法表现在产品售价上,要求电商渠道不得低于某个价格,对产品售价进行限制或控制。传统企业内部已有成熟运作业务的各个部门,建立有一套成熟管理机制,新成立的电子商务部门如何与其他部门协同合作,是许多传统企业与电子商务开始融合时面临的难题。
3、电子商务创新思维不足,缺乏整体规划
由于不熟悉电子商务运营方式、不理解电子商务盈利模式,难以将电子商务融入到传统业务之中,不能碰撞出创新的商业逻辑或商业模式。往往在没有形成清晰的商业逻辑的情况下,跟着潮流开展一般意义上的电子商务,诸如建平台、做网站、开网店等,结果事与愿违。
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