Classification of retail Internet trade models according to the degree of automation of trade and technological processes. Spectra of the application of web showcases that represents an electronic showcase

If the company produces or sells on the trading platforms offline many items of goods, provides a range of services, and you want to demonstrate their buyers, specifying accurate characteristics, want to tell what exactly you do - then it is for you. This will allow the client to consider concrete goods or examples of services rendered and order their manufacturing.

If you sell the goods online and specialize in this if you want to enter your client website, I can choose, order, pay and receive goods delivery, then the Internet showcase will be inflexible and even complicating sales tools. Since the site will not be adapted to processing applications and payment of orders. In this case, you need not just a catalog, but a full-fledged online store.

Internet showcase or online store: what's the difference?

internet showcase

online store

The Internet showcase is designed to demonstrate and advertise a product or service and a brand as a whole. The user enters such a website with the aim of choosing goods from the entire range, see samples of work performed, find out the actual information about it and order the selected product or a similar service. The Internet showcase is created as an information business site similar in its characteristics with corporate. It represents the company's products, demonstrates a wide choice, but does not carry out direct sale.

Online store is aimed mainly on the immediate sale of goods. The visitor comes to such a site with the intention to buy or order goods online. And on the site there functionality Purchase (for example: online payment service using credit card data entry). The online store works as an independent full-fledged platform, with which the visitor can choose, pay and get the delivered goods. This is not just a site, this is a business tool. For the online store you need safe connection With a server to transfer confidential data.

Developing an Internet display case is also cheaper than creating an online store, thanks to the absence of functional elements for sale.

Creating an Internet Showcase

Create an Internet showcase seems to be not difficult - just create cards of goods or illustrations of work performed with a description. But in fact, when you have hundreds of product names and everyone needs to create a relevant explanation, set up search engine optimization, Create a design for a multi-page site - such a task becomes difficult for self-execution.

Therefore, Seosky offers you a professional approach to creating and promoting an Internet showcase.

The creation of the site begins with the fact that you fill out a small form (brief) in which the items sign the specifics of your business and how you make your website. On the basis of the brief, we set the goals and objectives of the project, generate ideas and design options and the functional of the future site.

Stages of work of SEOSKY:

• Creating a layout, design and functional modules.
• Development of the structure and prototypes of all pages of the site. Approved by the catalog sorting, the grouping of goods in it is approved, third-party functions are added (for example, the ability to upload goods from 1C, receive notifications to e-mail or orders for calls from the site).
• Getting your approval on the development plan and refinement of elements in line with wishes.
• Designer drawing of all elements of the site and creating content in the form of texts, cards of goods and photos.
• Technical setup of the site. The more functions and goods in the Internet showcase, the longer the setting.
• Filling goods and content, indexing setting in search engines, Testing the site.

Internet showcase is ready! Now it remains to promote your site using SEO or contextual advertising.

Order Internet showcase in Seosky

Order the creation of an Internet showcase from specialists from developing and promoting sites of any complexity. SEOSKY has already created more than 200 successful business sites. We offer our services at competitive prices.

The final cost of developing an Internet showcase will be influenced by such factors as the choice of CMS (site management system), the choice of hosting, the multilingacy of the site, the search filters and others. At your request, we will also add any additional modules.

Discuss all the details of the order with our experts.

Write to us, and we will contact you!

Another type of retail organization on the Internet is an online display case, or a web showcase.The web showcase is a website that is designed to demonstrate the goods and services of the showcase owner using the Internet.There is more detailed definition of the concept under consideration:

As a rule, information about the company, catalogs of goods and services, price lists and form of filling are posted on the web display pages. Here you can publish the news of the company, additional information About manufacturers, analytical reviews, etc. Information about all orders is sent to mailbox seller, whose employees perform them in installed manner. If you compare a web showcase with traditional sources, then the latter cannot provide so much full information About products and services, in contrast to the first.

Among web showcases allocate varieties:

• static, based on ordinary NTML files.
• dynamic, with display information from a certain database.

Along with participation in an electronic trading row, this decision is the least costly, but the web showcase, unlike the trading series, cannot provide a full cycle of sale, including interactive account statement procedures, receiving payment, tracking the execution of the order, etc.
The principle of the web showcase is based on the collection of preliminary applications with their subsequent implementation. This principle employs, for example, websites that specialize in the sale of goods of limited demand (art objects). The main problem of the seller is the need to ensure a guarantee to a potential customer on the execution of the order on advanced conditions. Buyer's problem: the risk of receiving the selected product or service late (or the risk of not receiving a product / service at all).
A distinctive feature of this version of the business model is the implementation of the purchase and sale process in several stages. The first stage is the assembly of applications, which is engaged in the seller, then he finds out the supplier terms and conditions for the execution of the order, after which hesitates potential customers (usually, e-mail) And the last stage is the delivery of goods, provided that the consumer confirmed his consent.

Although, the web showcase is a relatively inexpensive means of organizing retail, it has significant limitations:

• does not automate trade from the real warehouse;
• does not allow the staff of sellers and their operating expenses;
• Lack of flexibility in managing trade processes and organization of marketing actions.

All customer requests in the web showcase come to sales managers, and not both in the electronic store - in an automated order processing system. The web showcase business processes are then completely repeated by the business processes of the traditional retail enterprise. In this case, there is no possibility of a real reduction in operational costs, the profitability of the web showcase differs little on the profitability of the usual methods of trade. The main feature The work of this version of the Internet commerce is the interaction processes of the web showcase with the company's internal business process, which are carried out manually managers.

The main feature of the Internet showcase is the fact that users can see the goods and its characteristics.

Creating an Internet Showcase Helps faster and more efficient to promote their products and services among consumers. It is very important when developing your online project, do not confuse two completely different concepts: the online store and the Internet showcase.
Creating an online storefront is done in order to familiarize consumers with a huge selection of company products, but not to sell it through the network. Most often, the Internet showcase is a directory in which all products and products are collected. The potential buyer can view the goods provided and choose what he needs.
Such webressurs help to significantly promote their business, and also cost much cheaper than the development of other Internet sites.

Internet showcase - the face of the company

Internet showcases differ from other web resources by what they only represent the product or service of the company without selling it. As a rule, this is a corporate site, on which visitors can find the information about the product you are interested in, description, cost and specification. In addition, often on such resources also submit the necessary visitors information that the company can offer its customers and customers. Of course, the creation of a showcase on the Internet does not carry any particular difficulties, but when the items of the most diverse goods are too much, the work on the creation requires the hands of real specialists.

It is extremely important to have a professional web design agency that knows how to implement the qualities and advantages of the products and services offered in the image of the brand you want to offer via the Internet. This is a web agency in which there is a team of experienced ads, makes the design measure each client, deepening in creating a web tag for the company. His unique projects make the company's website unique, since it does not make templates that others may have. The website is the most important person of the company, agency or institution, so you must best reflect the best of them.

Features Internet Showcase:

• Internet showcase helps find new buyers and consumers. If we talk about this feature, these sites have such indexing, which allows them to automatically find buyers using a variety of search engines.
• The web resource in the form of a showcase allows you to increase the possible income of your company several times.

At the request of the customer, we can add a simple email form of order to the product page! To make it easier to imagine the principle of operation of the Internet shop window, you can take the example of thick catalogs with products that may be interested in potential buyers.
Creating an Internet Showcaseinvolves the use of a wide variety of approaches:

That is why it is important to choose a personalized web design. For this, it is important that the information that wanted to be transmitted is clear, structured and attractive so that the public can understand it and be attracted to it to a greater or lesser extent. The Agency reviewed proposals on the website, where the information is understandable, with bright and well-structured images, such as an example that this agency invites us to watch the quality of your web design and the effectiveness of your web development to see the web design project, click on this link.

• Creating a catalog in which the necessary opportunities will be taken into account to facilitate the work with search engines;
• Such a site needs permanent work above its promotion of specialists so that potential buyers can easier and without much effort to find the goods you need;
• Internet showcase It is a rather business site than a simple representation on the network.

What do you get by contacting us?

• An individually designed design that will be fine for your company's goals.
• We use CMS, which does not carry a large load for the server.
• We will bring some variety to your showcase by creating reviews, ratings and other features.
• We offer our customers an administrative panel for filling the site.
• We also offer support for modern HTML standards and the possibility of search engine optimization.

Deciding to contact our company, you can be sure that your virtual showcase will be a real breakthrough for business.

The online store showcase is designed to solve the same task as the showcase of a regular store, namely, to present the goods to potential buyers. While on ordinary showcases is a real product, the online store showcases displays information about goods taken from the catalog. What information is, and as it is presented, depends on what the online store sells for the product.

As a rule, any product is called, a short and complete text description, photographs of appearance and cost. Sometimes the product may have several prices depending on the size, weight and other attributes. For example, the cost of the mattresses of the same type depends on the size. There are more difficult cases.

On the product page may be provided information about the availability of goods in stock, about the delivery time, etc.

Some products can be represented on the showcase using the name, text description and photography. For other goods, such as consumer electronics and books, you need to set many attributes (parameters). For books This name, the name of the author, abstract, the table of contents, the year of publication, the name of the publisher, the number ISBN, the size and weight, type of cover, the availability of a CD, information about the available translations to various languages, examples of chapters and so on.

If the store presents a heterogeneous product, then for the product of each category it is necessary to use your attribute set. For example, televisions need to be described not as car radio or players.

The more complete description of the goods will be presented, the easier it will be buyers to make a choice when buying

A good online store has not one, but several showcases (although they can all be on the same page in the form of blocks). Each of the showcase classifies the goods in its own way, but they are all tied to a common catalog of goods. Here are some types of showcases:

• tree catalog of goods;
• new goods;
• sALES;
• most popular products;
• related and recommended goods;
• products for manufacturers, manufacturers and similar

The tree showcase directory allows you to search for goods by category. Revealing the branches of the catalog, the visitor finds what he needs. At the same time, he browsing the directory sections, decorated in the form of a list of product names. With the help of such a showcase, you can easily find goods on the affiliation to a particular category of goods.

The showcase of new products helps the visitor to find a product that has just or recently appeared on sale. As a rule, such a showcase is organized as a list of names located in the prominent place of the main page of the online store. If every day a lot of new products comes to the store, the showcase of new products makes sense to give a hierarchical structure to facilitate the search.

The appointment of the showcase of popular goods and sales is clear from the name. Usually such shop windows are organized on the main page of the store, on the directory page or on the product description pages.

The online store may provide a special system for analyzing purchases, detecting those products that are most often purchased together. These products can be viewed as related, and they can be offered to sell on the view page of detailed information.

Related goods Buyer can choose with the main product as an addition to the purchase

Showcases according to manufacturers and manufacturers, manufacturers usually represent a simple list of the names of firms and factories. By clicking the string of such a list, the visitor will open the page with the transfer of goods issued by the relevant company or plant.

In addition to showcases, or blocks with information, a search should be present in the online store catalog. The search allows the visitor to find the goods you need by keywords found in the title or description of the goods. At the same time, the additional criteria for the selection of the goods can be poked, for example, in price. The search will help the visitor in cases where it is difficult for him to find goods on other shop windows when he does not know the category or exact name of the goods.

Open the store now

1 month for free

Course work

in the discipline "Information technologies in marketing"

The topic "Organization of trading systems on the Internet"

Is done by a student

day branch

Moscow 2008

Introduction 3.

1. Classification of trading systems 5

2. Specificity of Internet use in the organization of commercial activities of trading firms 8

3. Electronic store-like a way to organize a trading system on the Internet 12

4. Structure of the Internet - Store 14

5. INTERNET-STORE organization 17

Conclusion 19.

List of references 21

Introduction

Starting from the mid-90s of the last century, with widespread global Network The Internet received a rapid development of a previously unknown form of commercial activities: e-commerce. This is a truly unique form of business vision, because It makes it possible to get huge profits almost without starting capital with the smallest costs: for example, Internet stores can trade without the cost of renting commercial premises, the publication of printed catalogs and expensive trading equipment, advertising, with a minimum staff, while having great amount Buyers. All that may be needed for this, it is an easy-to-remember domain name, a competently designed and debugged site, several webmasters and couriers delivering goods to buyers. An even more attractive sphere of activity in e-commerce is the creation of Internet portals - reference catalogs to the useful resources of the Internet, search engines and electronic media, which cost much cheaper than traditional (television, radio and press). At first glance it seems that this is really a way to "make money out of air" with the complete absence of barriers to the market. Initially, it was indeed the most young billionaires who were among the richest people in the world, such as Jerry Yang (David Filo), who founded Yahoo in 1994, arose on the Internet distribution wave. Another unique view of commercial activities that have arisen with the wide introduction of personal computers is the trade of custom software. Its analogues can be called bookbook and trade of audio-video products, with the only difference that in our case a part of the price that makes up the cost of making a copy may be in dozens, hundreds and thousands of times less than a part of the price that the buyer pays for the acquisition of a license to Use of information on it recorded. For example, the cost of manufacturing one CD is less than 20 cents, and the distribution of the Windows ME operating system costs more than 100 dollars. In fact, once making the product, the company can sell it as much as any number of buyers, and then, by upgrading its product somewhat and change the version number, to sell it to the same customers. Moreover, in this area, consumers are almost completely devoid of their rights: most licenses for software products are stipulated by the unheard of unheard of conditions: the company refuses liability for damage caused by its product and does not guarantee its consumer properties, reporting that it software Distributed "as is". As well as prohibits its buyers to dispose of copies purchased by them at their discretion: they cannot be transferred to another person, are presented, sold, disassembled, changed or installed more than one computer. If the same conditions acted on the book market, libraries would not exist, and for notes on the fields the publisher could submit on you to court.

All this became possible with the wide distribution of computers among organizations and individuals in connection with the decline in their value and the creation of a "friendly interfes".

1. Classification of trading systems

E-commerce is any form of a business process in which the interaction between subjects occurs electronic method (using Internet technologies).

E-commerce (E-Commerce, E-Commerce) - Network Information Technology Applications, whose tasks are supported by business processes and supply of goods and services. The birth of E-Commerce is referred to 1993, when, as a result of a significant reduction in cost and improving the performance of hardware and software, mass use of the Internet and the World Wide Web. The global information structure has become the basis for the development of e-commerce systems.

The most serious strategic capabilities of e-commerce are associated with sales. Through the establishment of durable electronic connections with the client, the manufacturer can accurately focus on the current client's activities and its intermediate and long-term strategic plans. Solutions of E-commerce in the field of sales, helping the manufacturer to monitor communication with customers, should take into account the specific needs of the producing industry.

The E-Business Application for manufacturing companies will provide support for sales professionals, customer service and marketing services, which need to quickly make installation, maintenance and complex prices, discounts and other types of benefits for consumers and products. Such an application can be deployed both for internal and external personnel, can be provided to consumers via the Internet.

The use of the Internet provides firms with a radical change in the process of selling the goods and the functions of intermediaries and thereby reducing the value of business operations in the exchange of goods and services. The price of the transaction includes the cost of finding a product, drawing up a supply plan, negotiation and protection of the terms of the transaction, conclusion of the transaction, as well as bringing a contract to fulfillment or resolving controversial issues.

Although e-commerce systems are still at the initial stage of development, in the future they promise to significantly change the structure and methods of trade. In order to successfully compete in an informational and rich infrastructure, which is characterized by a low cost of transaction processing, enterprises will have to invent new business models, characterized by other approaches to scalability, differentiation and trade stamp support.

To build an e-commerce system, a logical system of production and commercial relations is very important, when companies build a business in a healthy and transparent economy, seeking benefits and stability. And this "transparent", offline business naturally becomes the basis for online. In Russia, production and commercial relations are often quite due to of various reasons Lined "illogical." Therefore, often the introduction of information systems (and then e-commerce systems) in domestic companies is often "with difficulty." Business processes must be rebuilt so that they organically fit into e-commerce. Information technologies and the Internet, in this case, is a powerful stimulus of restructuring. one

The most common types of commerce organization using the Internet are B2B and B2C systems:

Business-to-Business (, business business), sales between enterprises. E-commerce type B2B has become a popular investment in the Internet. E-commerce, which is distributed on the network, is mostly trading type "Company-Consumer" (B2C, Business-to-Consumer). In this direction, Yahoo, Amazon and Ebay succeeded. Meanwhile, the B2B market opens up much greater opportunities. The Internet has a significant impact on the global business. Companies who have mastered the B2B scope, such as Ariba, Verticalnet and Chemdex, have already received considerable profits.

Reducing operating costs is the main goal of B2B. For different industrial industries, this is 10-20% of savings. B2B creates between the participants of the digital agent market, which is the level of optimizing specific business processes. The task of this virtual agent is the cost savings, primarily on such processes as the search for a buyer or supplier, the synchronization of the customer and the supplier, the implementation of transactions and other points necessary for the successful operation of the operating (non-industrial) side of the business. The resource itself exists at the expense of the Commission from the transaction.

The Internet offers opportunities to eliminate the inefficiency of transactions for business supplies and services, to improve the connection of the buyer and to provide new types of services. Creating networks of suppliers and business customers, usually under any special industry, the B2B type can be a field for commercial activities of huge scales. The essence of the situation is that the commerce B2B is extremely massive, and the Internet contributes monumental changes to the modern business process. Potential opportunities are huge, but so far there is only a small amount of investment opportunities.

Competition between B2B systems only unfolds, and there are already visible trends that determine the development of relevant online resources. The key point in the development of the resource is to create a critical mass of buyers and sellers when leaving the level of a digital agent. It is understood that the playground or the information system should have a certain number of participants at the time of the start, otherwise serious investments may be just incorrect.

A fairly important point is the ability to create a service on the basis of a certain ready-made solution or product sold in the market. It is about the success of Ariba, CommerceOne, Scient, which combine the construction of business systems with sale ready-made solutions. Interactive trading platforms that can be called B2B solutions exist on the scale of the IT industry for a long time. The very first computer trading platform in the Russian Internet can be called.. It was the first project that allows you to accelerate and facilitate the sale process for companies and made by "Geeks for the sake of computerists." However, by this time, interactive non-computers in the face of the Exchange already existed. Between stock exchanges and Price.ru From the very beginning there was a cardinal difference in approaches to reporting information to the user. The stock exchanges set the task to ensure the maximum efficiency of business processes using the most suitable tools for this (large computers, remote terminals, PCs, local networks, X.25, Internet). IT projects from the very beginning were limited to the condition of promotion via the Internet.

As end-end users, the Exchange was considered by people for which IT were just one of the tools that simplify the process of producing profit. End users of IT projects were IT specialists for whom the computer was the main workplace and the main tool for earning. Thus, from the very beginning, the cardinal differences in the approach to reporting information were observed: in the first case, the system interfaces were adjusted under the user, in the second, users themselves adapt to the interfaces (also because for many of them the initial types of information display were familiar). As a result, in the case of the exchanges, the professional market serves as a customer for IT and dictates its approaches to the necessary structure, and the IT market itself is a customer, the performer himself and himself is content with his approaches. While the electronic exchanges work in mode, close to the information, buyers and sellers just get acquainted with each other on the Internet, but do not go online all the stages of conclusion of the transaction. The signing of the contract in theline is still necessary.

Business-to-Consumer (B2C) - Business client, i.e. selling goods and services to individuals.

Advantages of retail Internet commerce: time saving (the order is done without leaving the house); availability at any time of the day; A wide range of goods (at the "distance of one click" there is another store); informational services (availability of reference information about goods, the possibility of comparing goods and prices); Individual service (store management system can "remember" thousands of users and their preferences). 2.

2. Specificity of Internet use in the organization of commercial activities of trading firms

So, you can select four levels of relations of participants in the trading process. They serve as a base for creating an e-commerce system:

1. Manufacturer - Distributor

2. Distributor - Dealer

3. Distributor - Seller

4. Buyer

Any of these levels can be partially or completely translated into the e-commerce system. Consider some NEANS e-commerce at each of these levels.

Production Company

For the manufacturer's company, the optimal option "beginning" is to introduce a trading Internet system (TIS) and methods of e-commerce to the work of the company's sales divisions.

For the maximum economic effect of the implementation of the e-commerce system, the sales information system must be "docked" with the production planning system and the system of supplying supplies. In this way, many expense articles can be minimized - TIS makes it possible to eliminate the costs of offline warehouse stocks of finished products, components, etc.

Electronic support for sales and supply channels is usually carried out by different methods. In order to "link" them, it is necessary to have an enterprise information system (ERP system or corporate information system).

When developing a trading Internet system (TIS), its interfaces and information filling, developers must proceed from the principle that any Internet resource must be focused on a specific group. If, for example, the manufacturer focuses on working with the distribution-dealer network, then its TIS must first of all attract dealer distributors. It would be a mistake to use the Internet as the place of "storage" information on the principle "Come on, who want, take, what you need." The Internet system should be as comfortable as possible and easy to enter a specific consumer from the outside - distributor, in this case.

The process of creating an Internet system differs from the construction of a traditional information system. Web interface and Web technology will provide great opportunities, but one of the features are that they require the presence of a brigade developers, which is customary called " content". The work of this brigade is closest to editorial work - this is working with information (texts, data, graphics), systematization, editing and submitting this information on the screen. Tis is part of the image of the company, and often its face. The ability to personalize information that the user sees a big role. It is these factors that create a convenient, understandable and attractive medium on the computer screen. 3.

Do I need to organize direct sales by the manufacturer using e-commerce? The manufacturing company wants to act, actively attracting the Internet, then it must have channels for direct sales. However, not every manufacturer can afford direct sales. There are at least two problems in this area.

The first: when moving to direct sales, you will have to solve the issues of interaction with traditional, distribution-dealer, sales channels. The larger the manufacturer, the easier it is to solve this question. But small manufacturing companies should very well think over a new scheme of relationships with traditional sales channels.

The second problem with the organization of direct sales is that small production companies are difficult to build relationships with courier services. The services of large courier systems (for example, UPS, DHL, TNT) will cost anything, but they guarantee a high level of service worldwide. In small courier companies, services are cheaper, but the level of safeguards delivery of goods and coverage of regions is reduced. It means that in the first case, the goods of a small production enterprise may be non-competitive at the delivery price (since the delivery volume is small), and in the second case, the company will have to negotiate with several courier services, which will also affect the final price of goods.

The manufacturer may limit the zone of its direct sales to the "local level" (for example, the Moscow region and 2-3 district around the Moscow region) and enter into an agreement with one or two courier services is a possible version of the organization of direct sales. At the same time, the manufacturer enters the new business - interaction with courier delivery systems (after all, it worked only with large distributors). This new business may be unprofitable for him due to the fact that all "locally" - the volumes are small, prices are high.

These questions are not simple, and only large companies are solved by direct sales using Internet technologies. They usually turn to the services of consulting companies that analyze the situation and help make the right decision.

Distributor

The initiative to create a trading Internet system at the "Producer-Distributor" level can proceed from the distributor. In this case, it will be an online distributor supply system. Many stages in building such a supply system for distributor are the same as for the manufacturer's sales system. The distribution company is also important to create a trading Internet system (TIS) to support sales.

Before the management of the distribution company, when creating an e-commerce system, the same question arises as before the manufacturer: Is it worth selling goods according to the direct sales scheme to the final buyer and "bypass" retailers or continue to work through dealers? The decision on this issue is adopted by the company itself. This requires monitoring the existing dealer network in order to determine the weakest sections. If such "failures" is, the company will be able to go to direct deliveries in these regions.

The dealer of the distributor trading system must necessarily be flexible - the distributor is important to maintain not only large dealers, but also beginners. For them, the transition to the electronic-commercial system of relationships may be most attractive and will provide an opportunity to enter a new level of business.

An electronic commercial system that supports the dealer network opens up new features for a distributor, for example, bypassing intermediate links on the way of selling the goods to the final buyer.

There is an organization of electronic commercial interaction between regional distributed distributors. In this case, the following functions are assigned to the e-commerce system:

 Transferring to each other regional distributed orders;

 Transfer of information on the state of warehouses located in different places;

 Representation of information about the work of the system to end buyers.

These functions are required for each system. To any distributor, first need to understand what its "distribution area". Whether he is in one region or in several whether it can organize a normal logistics one or in all regions, etc. When monitoring is carried out, (independently, or with the help of consultants), the creation of the correct trading Internet system will become possible. Dealer in the chain distributor dealer can be a regional buyer, a small wholesaler, and maybe a retail store. All this needs to be clearly defined before the e-commerce system begins.

Retail (Retail)

The organization of the electronic commercial system "under" retail sale has its own characteristics. Retail already has the price of goods close to the limit amounts. Retail merchant is difficult to start engage in direct deliveries to other regions. The more distance, the less promising global direct deliveries. The only exception is the trading network. For example, the "seventh continent" or "penny" is a discounter store system.

If an existing trading network considers the issue of creating several discounter stores, it will definitely need to use online trading that greatly solves this issue. Online stores are the discounter shops. In the "discounter" prices are lower than in the usual store, but most importantly, in such a store everything is conveniently "packaged", packaged by certain weight categories, there is a full range of relatively cheap goods. And this technology is very convenient for the online store, so stores on the Internet must be built as "discounters", i.e. With low prices, normalized packages.

Buyer (consumer)

If the consumer is a large organization, then with the help of e-commerce technologies, it, in the first place, can solve the issues of organizing relationships between partners, counterparties, as well as internal corporate ties. Many holdings work together according to the mutual commitment scheme. Here e-commerce can significantly help. Despite the fact that connections are built, e-commerce solutions will give savings of operational costs to maintain the functioning of the holding in a convenient and fast mode.

The task number one is to streamline the relationship between the subjects of the company - sales services, delivery, logistics systems, etc. Electron-commercial base will solve this difficult task the most fast way. Large corporations can be suggested to begin to identify the relationship between the subjects of the structure and answer the question: "Who, that who, when supplies." Then it becomes clear how the units must first go to e-commercial rails, for whom it is most necessary. Practice shows that you first need to register and define the functions of each subject separately, and only then work to unite them into a single system based on e-commerce.

Adequacy of the company to its plans in the field of e-commerce

The question "Where to start" is also to be "adequate" to their offline functions in the online area. New sales channels must comply with existing business, they cannot arise from scratch. Even if the online store is created, but it does not match thelines, it will not have success 4.

And it is precisely this is the reason why experts usually recommend building an Internet business by moving from "offline" to "online", and not by organization of absolutely everything from scratch. Examples of rapid take-off of companies that have arisen as "clean" Internet trading companies need to be treated carefully. Recently, projections have emerged that many such companies will have difficulty development, since the company has been published on the Internet market today, traditionally occupied strong positions in the offline trading business.

3. Electronic store-like a way to organize a trading system in the Internet

Online store or Web-showcase is a form of work on the Internet, the form of an effective presentation of your business on the Internet. The online store can be at the manufacturer, in the distributor, Retailer. Virtually any products, distributed both in the range and regional principle, can be represented on the Web Showcase.

The form of how the buyer will choose the goods, the region, the delivery method, the payment method is the Web-showcase, the online store.

Business, which is submitted on the Internet - reflection of offline business. Thus, the companies in the process of creating an online store will have to be solved not only the tasks of simple transfer in the Web form of the price list, warehouse, orders, but ensure the effective connection of the virtual world with real, with the internal life of the company. That is why experts prefer to refer to this trading Internet system, and not just a store.

If the company is going to seriously integrate offline business in online, you need to be prepared for the fact that the requirements for its authority in business will increase. Information about a particular company on the Internet is clearly fixed and accumulated. Therefore, missing should not be. The system will work effectively and make a profit only if it is worked out before the smallest details of the ordering system, procurement and supply, which should be very clear by definition. The Internet shows these shortcomings like a lactium paper. Therefore, the requirements of the company's adequacy to their Internet aspirations, thereby enter the fore.

Another important aspect Work on the Internet is significantly more than in the usual business, the market share value (MarketShare). Russian Internet is one, and if the company has a share in this market, then it should be about the country as a whole, and not about some separate region. Therefore, the importance of achieving a certain level of MarketShare for the Internet company is significantly higher than for offline companies.

The online retail store is made up of a variety of parts - technological, service and marketing. The cost of the technological part, design and programming is about 1.5 thousand to 10 thousand dollars. Very important in retail Internet trading Payment method: cash upon receipt, prepayment to the account, payment on cards and electronic cash (electronic banking systems built using smart cards, or virtual payment systems specifically designed for settlements on the network). In many ways, payment options are determined by the delivery method.

Convenience, cost and timeliness of delivery - a very important thing for an online store. Delivery methods are only two: mailing or courier service. Delivery by the courier service is much more convenient, especially since within large cities its cost of low (for example, in Moscow, the shipping cost is approximately $ 1-2), but regions are found, where the postal is the only option for obtaining goods.

Marketing is the most important element of the life of the online store. Half of the turnover of online stores is generated by repeated buyers. Accordingly, most sellers are not focused on attracting new users, and to work with regular customers in order to encourage them to make more purchases. In Russia, the development of Internet commerce is limited to a relatively small, about 2 million, the number of users.

4. Structure of the Internet - Store

Above mentioned the existence of different e-commerce classes. Consider the principles of the organization of some of them:

1) Business Business Class Systems (BUSINESS-TO-BUSINESS - B2B.

2) Business Customer Class Systems (Business-to-Customer - B2C.

Moreover, one subclass of the business consumer systems is the trade system itself, intended for the organization of Internet commerce and realizing relationships such as the buyer's salesman.

It should be specifically noted that the e-commerce system is a business-class system is not because two organizations interact (organizations can interact in business consumer schemes), and therefore they interact.

Abroad, the B2B class system appeared 30 years ago and got quite large distribution. Solutions built on the basis of EDI standards were (and remain) very expensive, they could allow themselves to use only major corporations. There are no ready-made business business solutions in Russia, but there are separate options for connecting departments (for example, GTC) to EDI external networks.

An important feature of the developed system is that the management of Internet commerce is carried out from the ERP system (albeit through 2 gateways and the online store). The online store is in this scheme of one of the remote outlets, which, although configured by the online store managers, but really the entire flow of trading and financial transactions go through the gateways, i.e. From the external (with respect to the online store) environment.

According to this scheme, a wide variety of Internet commerce options can be organized. For example, Hewlett Packard has organized the sale of cheap computers that were previously used and upgraded.

For the scheme, the business consumer picture is somewhat different. The first organization keeps the gateway dock with the control system, but in the second organization, the internal control system is not related to external systems (from the Internet), and, therefore, no automatic data exchange is happening with the first organization. Nevertheless, the second organization can interact with the first, what is called, "manually" - through its managers.

These managers may well communicate with the first organization through a certain interface - be it a browser or a thin / thick client (for example, Java applet). Managers receive (for example, by e-mail) or take themselves (for example, through a browser) information from the first, head organization, and then you can make any data into your management system, implement your business process. The managers of the second organization in this scheme act as consumers of the head, first organization. As a result, communication is implemented characteristic of class B2C. Managers receive information not only about goods. This may be informational, production, marketing materials. But, of course, the main part of the exchange of information between the first business organization, and through the managers, the second consumer organization concerns trade issues, that is, Organization 1 acts as a seller, and Organization 2 is like a buyer.

It is clear that if this manager is a private person, it will be the case of ordinary retail trade.

It should be noted three interesting features of the W2C scheme under consideration.

1) The first feature is that the Seller itself (Organization 1) often behaves non-automatic trading system integrated with the Internet interface, but manually, through its own managers. Almost all 100% of Russia's online stores are lined up according to this scheme.

2) Second feature. The fact that on the right is or a private person or legal is absolutely anyway for this scheme, it is much more important that on the left there is no real, complete integration between the business process of the trading organization and the external interface of the online store.

3) The third feature is associated with the business process. The fact is that not always (especially in Russia) the business process is automated with some control system, very often this concept (business process) is a kind of "amorphous" mass of the actions of individual organization managers. One manager acts in one scheme, the other - on the other, as a result, it is all very difficult to automate it. Note that the automatic gateway can only be made to the automatic system, and not to the "amorphous", so that the task of integrating the business process with the Internet interface becomes more and more uncertain.

In all systems of class B2C, the online store can be viewed as a trading part of the business process of the head organization, which is a supplier (in the particular case - seller) of goods and services for the consumer (Buyer

So, the online store is necessarily:

1) first, the system of conducting trade operations integrated with the business process in the organization;

2) Secondly, the Internet showcase, which is an automatic Internet gateway and integrated with a trading system.

Unfortunately, this integration (between the online display case and trading business process) is most often no, and instead of it, all trading is performed manually, i.e. Between the trading system and the Internet showcase appears again the figure of the manager. In this case, the online store is most often called only a small part of the whole "economy", is that in the present online store is simply an Internet showcase.

This Internet showcase is available anywhere in the network, it is set to a Web directory with a price list. In the overwhelming majority, especially in Russia, this Web-showcase:

Allows you to place orders and send them by e-mail to the manager of the trading company.

Sometimes an automatic account extract is made.

The main feature of the entire scheme of work with such a Web-showcase is that all actions related to docking with the internal business process are carried out by manually manually.

Web-showcase This, of course, is not an online store, this is a certain tool for sales manager on the Internet. That is, it is a certain interface to interact with the buyer. The same interface as a telephone, fax, letter. This is a certain, flexible and very beautiful tool in the hands of the sales manager. But this is not an online store. Also, how sales managers themselves are only part of the store staff, but not the entire store, and their activities are only part of the business process of the trading company.

5. Organization of the Internet shop

There are several options for creating the Internet - Store:

1. Install the Web server in the local network of the enterprise. This option is the most expensive and difficult in execution. For its implementation, the following components are needed:

server equipment

web server and Internet store software (trading)

high Speed \u200b\u200bCommunication Channel

service staff

development of design and maintenance of the store (showcase)

The advantages of this option is to optimize the business processes of a particular enterprise, great flexibility and configuration.

2. Place the store on the Internet provider server. The Web server and Internet store software are located on the provider server (a separate server or server disk space is rented. This less expensive option, since in this case specialized server equipment and high-speed channel is not required, and the cost of maintenance costs is reduced.

3. Rent a shop in an electronic trading row. The cheapest and simple variant, because Most technical issues take on the owner of the trading series. From the seller, as a rule, it is required to provide a catalog of goods in the desired form, indicate how payment and delivery will be made, develop the design of the Landlord Web site (usually such a service is available for an additional fee), clarify the mutual commitments of the Parties and conclude a contract . The disadvantages include incompleteness of the market information received, the availability of data on the commercial activity of the store for a third-party organization, the risks of the owner of the trading series. five

The functionality of the Internet store can be considered from two positions: from the buyer who has seen in the store, and by the seller (i.e., from a technical point of view).

According to the degree of automation of the trading process, the ways of organizing the Internet-store are divided into:

Web-showcases are a set of directory, navigation and order design systems with a subsequent transfer manager for further processing;

Actually Internet shops - the trade system is connected to the Web-showcase and a full trading cycle is carried out;

Trading Internet Systems - Internet-stores are integrated into the internal document management system.

These methods allow you to realize various levels of customer service and require a different volume of investment. Web-showcases can produce order decoration, and sometimes billing. At this stage, work with the order moves to the sales manager. Showcases are not a real decrease in the level of operating costs and the profitability of the Web-showcase differs little on the profitability of the usual methods of trade. The cost of software for the online store is higher at least an order of magnitude, but also achieving profitability is also different from the capabilities of the Web-showcase. Online store systems perform most of the tasks that are not solved within the Web-showcase. Including due to the dynamic processing of information and working with databases, the Internet-shop has the ability to work individually with each registered buyer.

In general, the minimum of the components of the online store required for the functioning includes:

Web server - distributes incoming requests, produces access to access;

Application server - manages the operation of the entire system, in particular the business logic of the online store;

DBMS - carries out storage and processing of data on goods, clients, accounts, etc.

Payment systems are connected to this complex, logistics systems. For complete integration with business processes, the company can be organized for electronic data transfer between the online store and the internal system of document management automation system.

The web server provides an interface to the database of the goods sold (as a directory, price list), works with a virtual trading trolley, issues orders and registers the buyer, provides assistance to the buyer online, transmits information to the trading system and ensures the security of the buyer's personal information. . Next, the trading system carries out automatic processing of incoming orders. The processing process begins with checking the availability of goods and reserves it in stock. In the absence of part of the order, the system informs the buyer about a possible delay. Then, when paying online, a request to the selected mode is initiated payment system And when confirming the payment of the order, an orders for delivery of the goods occurs. TC controls payment and delivery of goods.

Conclusion

Business uses the Internet as a new additional profit medium. That is, the firm using traditional ways of doing business complements their virtual capabilities, without refusing them completely. It can be a search for new customers, and new interaction opportunities with them (familiarization with the goods, account statement, etc.). Thus, the "Business Online" for the company involves the transfer of a part of business activity to the network using it as an additional environment.

The fact that today we call "e-commerce" is nothing more than a "business online". What is a "business online" in our conditions? If you look at this process from the side, it may seem wandering around the dark room: getting there, a man wanders and tries to grab something. Not so many lucky ways can do it. But those who find their niche - successfully work in it.

In Russia, there are difficulties with the profitability of the online store. The reason is the absence at the moment of the critical mass with which you can work.

The main functions of the online store are the buyer's information service, processing of orders, holding payments and the provision of information about the procedure and delivery of goods.

Through the Internet, the buyer with a browser enters the Internet store web server, which contains an electronic showcase.

The basis of the electronic store showcase is a catalog of goods indicating prices, which can be structured in various ways (by categories of goods, by manufacturers), contain full information about the characteristics of each product, its image. Buyers online stores are interested in the same thing they can get in ordinary stores. Many attend electronic stores for product information, in order to further buy it offline. A detailed description and availability of large-format photos of goods increases the possibility of buying. Clients of online stores also are also interested in the availability of goods in stock, comparative reviews of goods, sometimes a big role is played by the availability of the store on the part of the store (various forms of expert support, especially if high-tech goods are being implemented when the buyer cannot choose the goods and it is necessary Consultations, additional useful information). The catalog contains all the information available to the potential customer, which should fully compensate for the lack of samples and the seller of the consultant. An important requirement for the store is the speed and efficiency of information search processes (or guided by the directory structure, or using the search system), the choice and order of goods, an intuitive interface. The correct step will be the placement of sections with the rules of purchase in the store and help. The client must be able to get answers to questions related at any time. These are the conditions of the after-sales service, advice on the features of the payment schemes and others.

In general, the technical side of any Internet store can be viewed as a set of electronic showcase and trading system. However, often electronic shop window And it is the internal store itself, and the second important part, the electronic trading system, is simply absent. All customer requests do not receive an automated order processing system, and to sales managers. Next, the business processes of the electronic store completely repeat the business processes of the retail enterprise. Thus, the Internet-showcase is a tool to attract the buyer, interface to interact with it and conducting marketing activities. Issues of transferring business process processes in the sphere of e-commerce (the use of trade and payment systems, logistics issues) will be considered separately in the B2C section

Special attention should be paid to the promotion of either the Internet store as a whole or a specific product. Depending on the proposed range and features of the goods, a variety of promotion strategy is applied. When implementing a fairly unique product and a small assortment, commercials are made of goods or its branding, because In this case, the store branding may be unprofitable. With a wide range, it is necessary to carry out not only advertising of goods sold through the store, but also promote the brand of the store itself (promotion of brand store is easier and cheaper than branding a large number of goods separately). Promotion Brand store has another positive moment. Trust by buyers plays a decisive role for the success of the store. The buyer should not only quickly and conveniently find the goods you need, but also be confident in his quality and that this product will be delivered to him. At the same time, from such parameters, like the latitude of the range, a friendly navigation system, a transparent payment system, delivery efficiency, the frequency of repeated visits and purchases in the store depends. Repeated purchases - one of the most important moments shop work, because The profit received by the company from one purchase very rarely covers the marketing costs for attracting the client. It is necessary to interest the buyer so that he wanted to come to the store again and began to profit.

List of used literature

Arunyantz G.G. Information Systems In business management technology. (Course of lectures for students of the economic specialties of universities). Vladikavkaz-2005.

Goat. Electronic commerce. Strategic technologies. M. 2002.

Rodo A.A. Travel Guide for modern computer communications and Internet. 2002.

Yakbayatis E.A. Information systems and networks. M. 2005.

Karminsky A.M., Nesterov P.V. Business informatization. M. 2004.

Esther Dyson. Life in the era of the Internet. 2002.

Semenov M.I. and others. Automated information technology in the economy. M. 2003.

http://www.elitarium.ru.

http://www.dialog-it.ru.

h.tTP: //www.e-commerce.ru.

http://www.epochta.ru.

1 Yakubatis E.A. Information systems and networks.

2 goat. Electronic commerce. Strategic technologies.

networks access, exercise load networks Access and ... Access to resources Internet (Intranet.) The user can apply ... Create distributed systemin which functions organizations and providing ...

Basic services global network Internet and their meaning

Abstract \u003e\u003e Informatika

Messages between subscribers network Internet. With E- ... Turnover of this trade Enterprises using ... A.M. Design software Economic systems.- M.: Science, 2000- ... Machines (PEVM) and organizations Work. M.: Informational ...

Web showcases application spectra

The web showcase is an inexpensive form of retail organization. It allows us to provide the process of interaction with the consumer, receiving and processing applications. The implementation of the further delivery of goods is carried out by traditional ways.

Forms of the organization of retail trade on the use of the Internet can be diverse. Of course, online stores are most effective, but, in some cases, it is advisable to use web showcases.

Many enterprises that are engaged in the production and sale of original products cannot standardize their goods and services. For example, it may be artworks, original items for interior design, designs that require compliance with individual sizes and forms, handmade products and others. In this case, they can create online display cases that will help inform consumers about the company's capabilities. In addition, web showcases can be used by enterprises with a very large, and constantly changing product assortment, which can only be represented by target groups. Or, such a showcase can execute a representative function, reflecting the main activities of the company.

In general, web showcases can also use enterprises that do not have enough capital to organize a full-fledged online store, or other species electronic systemsproviding product sales in automatic mode.

On the web showcase pages, you can stir information telling about the company's activities, its advantages and features, product catalog and price list to it, they can also be filled useful advice, articles that allow consumers to more fully perceive the purpose of goods. In addition, they can accommodate analytical reviews, the opinion of experts and specialists, feedback pages and suggestions and other useful aspects. A prerequisite for working with web showcases is the availability of a special form of application, filling the consumer can express its desire to acquire goods or services.

Of course, the Internet showcase does not allow a full range of sales, and cannot provide interactive procedures, such as account statements, tracking order, receiving payment and other processes. However, the web showcase allows you to collect applications and subsequently perform them. The organization of such a form of trading costs incomparably cheaper than other types. However, consumers can relate to some distrust to the possibility of high-quality and timely execution of the order, so the seller must consider and ensure guarantees.

This form of the business model involves the execution of the order in several stages. Initially, an application is analyzed, then coordination with suppliers is coordinated, then the conditions with the buyer occurs, and only after that the order is performed.

Compared to the online store, the web showcase has a number of shortcomings. It does not allow to automate the trade trade processes, does not allow the staff to reduce and reduce operating expenses, does not have flexibility in management, and does not contribute to the organization and conduct of effective marketing actions and other promotion activities. All requests from consumers come to the company's managers, and not into the automatic processing of orders.

In fact, the web showcase is a conventional tool that allows you to attract buyers, it is also convenient interface For interaction with them. In general, the processes differ little from traditional retail methods. However, the web showcase provides the main goal - the global presence of the seller in the market, thanks to the Internet.

This method of trade organization can also use individual entrepreneurs who do not have sufficient capital to fill the goods to the goods. They can act as mediators between buyers and suppliers with which partner unions are concluded. They can take, handle orders, provide consumers advanced information about quality and benefits of goods, and assume the function of the delivery coordinator.