【作者】 张楠；

【导师】 姜旭平；

【作者基本信息】 清华大学 ， 工商管理， 2004， 硕士

【摘要】 1998年以来,美国制造业电子商务的发展一直稳定在每年7000亿美元的规模水平,即使在2000年网络经济严重受挫的情况下,制造业电子商务并没有受到太大影响。实践表明:电子商务确实给全球制造企业带来了实实在在的利益。因此,对于全球领先的制造企业电子商务的分析与研究,能够了解该领域电子商务的应用特点,而且可以为更多的制造企业开展电子商务提供借鉴作用。作为传统制造企业的代表以及自动化、电力技术领域的设备制造商,ABB针对企业自身跨国经营、专业化和多元文化的特点,结合公司的长期发展战略制定了一套行之有效的电子商务实施战略。本报告主要涉及网络技术对ABB内部采购、沟通和营销等活动环节产生的全面和深刻的影响;从企业内部基本价值链角度来分析电子商务对降低环节成本和提高公司整体效率所起到的积极作用。报告第一部分介绍了ABB的公司背景和电子商务基本实施战略,引入企业基本价值链的概念阐明电子商务可以应用到企业的各个活动环节。第二部分着重分析制造业电子商务的最新发展状况,选取了四家与ABB同类型的企业并就各自开展电子商务的情况进行了比较,力求对制造企业电子商务有全面深刻的了解。第三部分到第五部分,详细介绍了ABB电子商务的实际应用,涉及电子采购、内部商务沟通和网络营销等三个主要环节。报告不仅对各环节的电子商务实施分别进行了详细阐述,而且对实际应用效果展开具体分析,希望找出达到这些效果的根本原因。其中第三部分主要涉及eTB电子采购项目对企业间接材料采购环节的改善,阐述了电子采购对原有采购模式的彻底改变是该项目能够节约成本和简化程序的根本原因;第四部分介绍了网络技术对企业内部商务沟通产生的积极影响,从管理沟通原理的角度分析了为什么网络/电子化沟通手段能够提高组织沟通绩效的原因。报告第五部分对ABB商务网站的营销功能和效果进行了介绍,进一步证实:网络营销已经成为企业营销活动的主渠道和主窗口。报告最后指出:ABB在采购、营销和沟通环节上的电子商务应用,反映出其电子商务战略具有全面和实用的特点,其中一些实际应用对同类型企业或组织有较强的指导意义。更多还原

【Abstract】 The scale level of U.S. e-commerce in manufacturing shipments has been touching stably on the amount of USD 7,000 billions since 1998; this level was still stable even though the whole cyber economy in the world experienced a terrible disaster in 2000. Actural results show that e-commerce really brings to global manufacturers considerable benefits. Therefore, the study of how global leading manufacturing giants do e-commerce will definitely help us understand their application characters and provide sound suggestions for other manufacturing companies which will intend to apply e-business. As one of traditional manufacturers and an equipment provider which dedicates to automation and power technology, ABB has established a set of effective e-commerce strategies on the basis of its long-term general strategy and such corporate characters as multinational operation, professional and multicultural nature. This paper primarily stresses how e-commerce, issued by ABB’s global business units, impacts deeply on such activities as procurement, communication and marketing, and evaluate the positive effects with a perspective of the corporate basic value chain. This paper begins with the introduction about the background and e-commerce strategy of ABB. In the second part, it emphasizes to analyze the latest development tendency of e-commerce in the manufacturing field, and in order to have a more general understanding toward manufacturing e-commerce the author selects several multinational companies which have similar features with ABB to analyze their e-commerce applications comparing with each other. From the third to the fifth parts, the author states in details ABB’s e-commerce applications which involve such links on the value chain as procurement, sales and marketing and inner communication as well. Apart from the introduction about every e-commerce application, the paper states the actural benefits what e-commerce brings to ABB and also provides more deep analyses to identify the reason why these e-commerce applications lead to such benefits. The third part provides the analysis which helps conclude that the complete shift from original separate procurement model to e-procurement leads to the result--cost saving and process simplifying. In the fourth part, the author tries to analyze the reason why e-communication tools can improve the general exchange performance of ABB with a perspective upon the communication principle in organization. And the fifth part introduces main functions of ABB global website and their effects. It substantiates that cyber marketing has become one of the prime ways among all of corporate marketing tools.The paper finally concludes that e-commerce applications of ABB in such aspects as procurement, marketing and communication, sufficiently reflect its implementation strategy in terms of e-commerce. Some of these applications might be instructively significant for other manufacturing companies.更多还原