基于电子商务的制造业销售服务模型研究

Research on sales service chain model for manufacturing industry based on E-commerce

为了克服制造企业传统销售模型的局限性 ,深入分析了电子商务环境下制造企业价值链的进化过程 ,从制造商角度出发 ,提出了基于B2C电子商务模式的制造企业售前、售中和售后服务模型 ,制造企业的整个销售服务可以看作是上述三个模型的统一体。提出了基于销售服务链的集成销售服务模型 ,分析了该模型潜在的问题。最后给出了一个实际案例。结果表明 ,该模型的主要优势在于降低了销售成本、缩短了响应时间 ,其思想对于制造企业构建“build2order”

To overcome the limitations of traditional sales model in manufacturing companies, the evolution of manufacturing companies' value chain was deeply analyzed. From manufacturer’s point of view, a pro, mid and after sales service model of manufacture enterprises based on Business to Customer (B to C) was proposed. The whole sales service of manufacture enterprises could be regarded as a unity of above-mentioned three models. An integrated sales service model based on sales service chain was suggested and potential problems of the model were analyzed. At last, an application example was given to show advantages of the proposed model as reducing sales cost and lessening reaction time. The main idea of this proposed model would have some impact on constructing E-business sales model of “build2order” for manufacture enterprises.