传统企业电子商务专业化管理的思考和探索

On the Thinking and Exploration to the Professional Management of E-Commerce of Traditional Enterprises

信息技术和网络技术的不断进步给电子商务的发展带来了更加宽广的平台,传统企业也越来越多地开始向电子商务扩展自己的业务领域。然而,电子商务有其自身的特点和功能,只有专业化的运作才有利于传统企业电子商务的健康发展。因此,在探讨电子商务专业化管理必要性的基础上,首先厘清专业化、电子商务管理和电子商务专业化管理这几个重要的概念。其次,在对相关研究成果进行学习和梳理的基础上构建概念结构图,并提出了5个研究假设。接着通过SPSS17.0分析软件对收集到的316份样本数据进行逐步回归分析,并得出结论:企业的绩效评价体系对传统企业电子商务专业化管理的影响不够显著;而组织结构、人才培养、管理模式和合作共享机制都对传统企业电子商务专业化管理有着正向的显著影响。最后,基于数据分析结果提出了关于传统企业如何实现电子商务专业化管理的针对性建议。

The continuous progress of information technology and internet technology brings a broader platform to the development of e commerce. Some traditional enterprises have been increas inglyextended their business with e commerce. However, e commerce has its own characteristics and functions. Only professional operation can help the traditional enterprises develop healthily in e corn merce. Therefore, on the basis of discussing the necessity of professional management to e commerce, it is firstly necessary to clarify such key terms as professionalization, management of e commerce, and professional management of e commerce. Secondly, the author, based on the study and review of the related research achievement, builds up a structural chart for the terms and puts forward 5 research assumptions. Thirdly, after making a progressive return analysis to the data of 316 samples by using SPSS17.0 analysis software, it is concluded that the influence on the professional management of e commerce in traditional enterprises with their performance evaluation system is not clear. However, organizational structure, personnel training, management model and cooperation and sharing mecha nism have strikingly positive influence on the professional management of e commerce in traditional enterprises. Finally, the author puts forward some suggestions on how to realize professional manage ment of e commerce for traditional enterprises based on the results of the data analysis.