On the network platform and the extension of business value chain

In order to gain advantages in the fierce market competition, any enterprise must establish a set of value chain system which is different from or superior to its competitors. The value chain is the whole value-added process. Take a simple example: how does clothing come into being? From fabric sourcing, pattern design, tailoring, sewing, button tacking, ready to wear, ironing, sales. In every activity, there is a change in the shape of cloth, and its value is increased after each processing. Finally, from 15 yuan / M cloth to 200 yuan / piece fashion. Among them, the value is gradually increasing, including the value of manual and machine processing, as well as the value of the designer's brain. So enterprise competition is the competition of value chain.

在我们的经营过程中（或者说为商家提供互联网增值服务的活动中），经常有不少中小商户会疑惑的提出：究竟互联网公司能够给他们提供什么样的有效的服务，他们能够获得什么收益？在这里结合“价值链“作一个深度的剖析，供大家参考，也希望为互联网的存在价值提供一些有益的佐证。

In our business process (or in the activities of providing Internet value-added services for businesses), there are often many small and medium-sized businesses who will be confused and ask: what kind of effective services can Internet companies provide them, and what benefits can they get? In this paper, we will make a deep analysis of the "value chain" for your reference, and hope to provide some useful evidence for the existence value of the Internet.

概括而言之，网络平台所提供的价值链有两重意义，第一重，在于对企业价值链局部甚至整条的改造或重组，使之更加降低成本，提高效率，紧密上下游的全面合作。第二重，可以看做是企业或商户本身价值链的延伸。

Generally speaking, the value chain provided by the network platform has two meanings. The first is to transform or reorganize the part or even the whole of the enterprise value chain, so as to reduce the cost, improve the efficiency and close the overall cooperation between the upstream and downstream. Second, it can be seen as the extension of the value chain of the enterprise or the merchant itself.

第一重价值主要针对企业而言，现在企业界所十分盛行的ERP(Enterprise Resource Planning), BRP(Business Process Reengineer)和E-CRM(Customer Relationship Management) 的项目就是证明，因为这一点已经得到企业的认可，不存在较多的疑问，而且每一个专题都可以延伸出无数的内容，我们在此不做探讨。在这里主要针对第二重进行阐述。

The first value is mainly for the enterprise. ERP (Enterprise Resource Planning), which is very popular in the enterprise world, is now, The projects of BRP (business process reengineer) and e-CRM (Customer Relationship Management) are the proof. Because this has been recognized by the enterprise, there are no more questions, and each topic can extend countless contents. We will not discuss it here. In this paper, we mainly focus on the second part.

第一点体现在任何时候，任何地方，任何人都可以通过网络来认识产品。在网上不存在时间空间的限制，而且远低于传统开一家24小时店铺的成本。这点大家早有共识。但是如何最大限度的传播呢？商家通过门户型网站的搜索引擎，B2B网站的商家信息发布，还有在自有的传播渠道中传播，或者借助专业型网上零售公司的销售柜台等等都可以使之较低投入，较大范围的传播。这一价值主要体现在营销范围的无限延伸上。

The first point is that at any time, anywhere, anyone can know the product through the Internet. There is no limitation of time and space on the Internet, and it is far lower than the cost of opening a 24-hour shop. There has been a consensus on this. But how to maximize the dissemination? Through the search engine of the door-to-door website, the business information release of the B2B website, as well as in its own communication channels, or with the help of the sales counter of the professional online retail company, the business can make it lower investment and spread in a large range. This value is mainly reflected in the unlimited extension of marketing scope.

第二点体现在对商家产品信息的发布，组织和最大化的展示上。传统商家对于商品的展示无非是将部分常用的或主营的商品样品在店铺内摆放，或者利用平面媒体宣传时人们也只是在报纸，宣传单上看见平面的彩色图片，且不是每一种商品都可以看到，电视媒体虽然可以看到三维的样品，却时间太短，往往想看仔细一些的时候，就结束了，因为电视媒体的成本太高。但是在网络平台上，你尽可以将所有的产品都拍摄成图片，放在精心组织的展示柜台中，可以分型号，分类别，分产地，甚至分颜色和个性，在线还可以实现性能价格的比较，甚至于使用三维展现技术，结合声音，解说将产品栩栩如生的放在你面前，而又可以反复的观看，比较。这一点价值体现了营销方式的丰富化。

The second point is reflected in the release, organization and maximum display of product information of merchants. The display of commodities by traditional businesses is nothing more than putting some commonly used or main commodity samples in the shops, or using the print media to publicize, when people only see the color pictures on the newspapers and flyers, and not every kind of commodity can be seen. Although the TV media can see the three-dimensional samples, the time is too short, and they often want to watch them carefully , it's over, because the cost of TV media is too high. But on the network platform, you can take pictures of all the products and put them in the well-organized display counter, which can be divided into models, categories, places of origin, even colors and personalities. Online, you can also realize the comparison of performance and price, and even use the three-dimensional display technology, combined with sound, to explain and put the products in front of you vividly and repeatedly Watch, compare. This value reflects the enrichment of marketing methods.