With the warming of the knowledge economy and the development of e-commerce, e-commerce has drastically changed enterprises’ business models. To gain advantages in future competitions, each enterprise has more or less adopted e-commerce knowledge, methods, Technology to transform traditional business methods, such as customer communication, employee and partnership, knowledge management (Knowledge Management, KM), etc. In the e-commerce environment, in addition to obtaining supply and demand information through the Internet and modern information technology and integrating the enterprise value chain, the more important issue is how to manage all information in depth. This in-depth management of information is what we want to discuss. Knowledge management and e-commerce enterprise management with knowledge management as the core are three e-commerce strategy goals. Therefore, to enable e-commerce to give full play to its potential power, enterprises should incorporate knowledge management strategies into the process of reorganizing the enterprise or business model transformation and business management activities when starting to implement e-commerce and endow them with new concepts, new rules, and new management. Value. As the top manager of an enterprise, an important responsibility when developing e-commerce is to formulate a knowledge management strategic framework, which will play a key role in effectively carrying out knowledge management, improving knowledge innovation capabilities, and enhancing competitiveness.
1 Knowledge management strategy in the process of e-commerce transformation
Many revolutionary changes in e-commerce are changing traditional business rules with its advanced knowledge and strong relationships. The development of e-commerce has changed the nature of the economy. The competitive advantage of enterprises based on information is shifting to the competitive advantage based on knowledge creation. The former is relatively slow to change, and general information systems can meet organizational information processing needs; The economy is changing relatively quickly. Based on knowledge creation, it is a set of brand-new concepts and tools. It is greatly changing our concepts in information systems, strategy, innovation, and organizational design. When advanced e-commerce begins to change the long-term unchanging industrial structure, people can find that knowledge is their only sustainable development advantage. Consumers are their main asset, and channel relationships are the source of their market adaptability. In other words, knowledge management and customer relationship management have been in front of us in the transformation process of the enterprise’s implementation of e-commerce strategy. In this process, managers hope to reduce the surrounding environment’s complexity and uncertainty, downplay unnatural periods, unanticipated innovations by competitors, and market turmoil. Therefore, when implementing e-commerce, some systematic analysis should be made on the transformation process and the corresponding knowledge management strategy.
When implementing e-commerce, there are four stages of enterprise transformation, each of which will increase the complexity of technology and technology’s impact on employees, work processes, customers, and partners. With the increase in complexity and influence, knowledge management’s corresponding scope will also be expanded to help enterprises gain a competitive advantage. Therefore, we must discuss the knowledge management strategy at each stage.
(1) Information release. The primary purpose of a company’s website is to release information about the company’s products and services to the market. Therefore, it has less impact on the company’s operations. The risk factors are mainly the quality of the website design and the stability of its operation. The focus of enterprise knowledge management is website operators mastering website establishment and website content updating tools, such as FrontPage, JAVA, server maintenance skills, etc.
(2) Simple transaction. Companies integrate website operations into their business and begin to use websites to accept custom orders. Business processes need to be adjusted to adapt to changes in online order processing and processes. All employees must have a clear understanding of business processes. A large amount of customer-related information (such as purchasing preferences) must be integrated into the knowledge management system(Knowledge base) to meet the needs of the broader Customer-wide needs. Otherwise, it is easy to cause business chaos.
(3) Complex transactions. Operations at this stage have higher requirements for enterprise knowledge management and skill transfer. The scope of the enterprise’s new business process should be expanded to replace the original manual process. The roles and responsibilities of the customer service, finance, and operation departments should also be expanded, and all departments should be reorganized and trained. The enterprise’s knowledge management system needs to obtain and analyze the various transaction information generated on time to improve its understanding of customers and adapt to preferences.
(4) Transaction integration. At this stage, the company will form a closed-loop value chain with suppliers and partners through the website and form a knowledge-sharing system with each member. The information obtained is used to manage the business and provide customers with value-added services more effectively. The company should develop The correct knowledge management strategy to acquire and use various internal and external knowledge. Successful companies often use various knowledge management tools. Such as content management, data mining, etc., to filter information and obtain business information to predict and respond to various competitive situations and customer needs faster and better.
2 Knowledge management strategy for the application of e-commerce technology
It is difficult for a large enterprise with many departments to respond to external information as quickly, smoothly, and harmoniously as the brain. However, with the development of e-commerce technology, this demand can become a reality. As long as the information system is constructed reasonably, the enterprise can respond to the outside world and process information as quickly as the brain. Combining e-commerce technology’s ability to process data and information with human innovation capabilities makes e-commerce technology an important role in knowledge management functions (externalization, internalization, intermediary, and cognition). Specifically, in the externalization function, we need to introduce information technologies such as database systems, file management systems, and search tools, capture knowledge in external repositories, such as databases, mirror systems, etc., and classify the knowledge to identify each For the similarities between information sources, clustering methods are used to find out the implicit relationships between the knowledge structures in the enterprise knowledge base; in the internalization function, we need to introduce web browsers and search engines to use them to discover external repositories To solve the problem of knowledge utilization in practice, we need to rely on Technology such as groupware products, enterprise intranet, workflow, and document management system to automatically realize knowledge requirements and knowledge sources in the intermediary function. The best match; for cognitive functions, expert systems, or artificial intelligence technology can be used. The application of e-commerce technology helps to speed up communication, improve knowledge collection and knowledge utilization, greatly reduces the cost of knowledge management, and improves knowledge management. As a result, the company’s agile response and continuous innovation capabilities are enhanced. Companies should create a system to continuously acquire and manage the knowledge of the systems and tools required for e-commerce. As an important part of the company’s proprietary knowledge treasure house, the system should ensure that it is transferred to its employees. All needs Employees with this knowledge can obtain it on time. More importantly, this system management knowledge needs to be continuously updated to adapt to the development of enterprise e-commerce. Suppose the enterprise adopts the outsourcing of e-commerce technology. In that case, it must pay more attention to the knowledge management coordination with the outsourcing company to ensure that the right website operation experience can be obtained at the right time and right way. In short, in the era of competition dominated by speed, if you want to use e-commerce to expand your business and gain your competitive advantage, you must make full use of e-commerce technology to fully and effectively carry out knowledge management.
3 Knowledge management strategy in the process of e-commerce process reengineering
For e-commerce companies to achieve efficient knowledge management, they can only obtain the best benefits based on Business Process reengineering (BPR). The core of strategic knowledge management for e-commerce companies is to grasp the workflow, which is the key to ensuring the company’s customer service and managing the relationship with its suppliers. Therefore, in the management process, the enterprise should specify the dependencies in the process, the core activities in each process, and the functions of these activities as specifically as possible. And this kind of process management should also be dynamic, focusing on existing processes and considering future process changes.
The knowledge management strategy of the e-commerce reengineering process, as the foundation for an enterprise to establish a long-lasting competitive advantage, must consider process management and establish priority customer touchpoints in these processes. We all know that traditional customer touchpoints’ value is reflected in the intangible services businesses provide to customers. Also, selecting appropriate touchpoints to provide customers with value-added services is the key to a company’s competitive advantage in online transactions. These services are not only reflected in the fact that customers can quickly purchase goods from the company’s Internet and complete transactions but, more importantly, reflect work efficiency. Specifically, in the organizational structure, it is necessary to break the organizational hierarchy in the knowledge flow completely, level the organizational structure of the enterprise, rebuild the grassroots organization with knowledge exchange as the core, and try to establish a temporary knowledge exchange organization with the project as the core; In the application of knowledge, it is also necessary to reasonably form an unimpeded knowledge flow from the enterprise’s knowledge resources in the business process, so that every employee can contribute his knowledge, experience and expertise to the enterprise while acquiring business-related knowledge. Companies should analyze the transaction process in detail, compare it with the electronic transaction process to be implemented, and accurately determine the customer touchpoints. In short, when implementing knowledge management in e-commerce activities, we must first optimize and reorganize the business process of the enterprise to eliminate the rigid bottleneck formed by the pyramidal hierarchical organization in the distribution, flow, sharing, and integration of knowledge, and realize the adaptation to knowledge—flexible and agile organization of management.
The main concern of enterprise e-commerce knowledge management strategy is to create an environment conducive to the production and sharing of creative knowledge through organizational arrangements and institutional arrangements to ensure the maximization of valuable personal knowledge and the transformation of personal knowledge into organizational knowledge. Knowledge management strategy in this aspect mainly focuses on socialization, knowledge externalization, and integration. Therefore, it is necessary to propose a new framework in e-commerce activities to promote the knowledge management strategy. First of all, pay attention to changes in business strategy. Unlike the traditional emphasis on and relying on long-term forecasts, business development in the new electronic world must use scenario planning to understand future evolution and often pay attention to reviewing business models. By observing the market keenly and responding actively, we can create knowledge faster and discover the difference between business theory and the dynamic environment. Second, pay attention to changes in technology usage patterns. It is necessary to effectively coordinate existing technologies and new technologies so that the static computer system can describe the dynamic business environment’s flow and keep up with the rapid changes and development of the business environment. And pay attention to the transformation of the organizational knowledge process, focusing on updating existing knowledge, creating new knowledge, and applying it in e-commerce by encouraging experimentation, rethinking, promoting action reflection and new knowledge creation, seeking better and more suitable solutions for the dynamic virtual environment, and further promoting the effective operation of enterprise knowledge creation.