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1、 电子商务在马来西亚中小企业的应用拿如丁曼索尔马来西亚丁加奴工商管理学院摘要：该研究项目旨在探讨电子商务是否适用于马来西亚马来洲的中小型企业。主要参与研究的人群是马来西亚马来人的德瓦恩和吉兰丹州的登记入住人员，一共有302个受访者被选择参加我们的研究。根据世界商界的一般假设，一致认为，电子商务的应用与全球经济的生存和挑战高度相关。同时，获取知识和认识环境，应对和处理变化，加快业务决策的过程能够进一步提高中小型企业的竞争力。通过应用建立的模型，我们的调查集中在5个可识别的变量，以表现采用电子商务对推动中小企业的实用性。我们的分析表明，所有选择的变量对加强电子商务的应用，从而保持其在该行业的的竞争
2、优势有显著意义。关键词：电子商务应用 物流 营销 采购 安全 中小企业1.介绍电子商务电子商务的出现正在根本性地改变商业进行的方式。客户可以在其全面休闲的任何地方，任何时候购物，并且总是享受几乎没有任何成本的同等水平的服务。显然，通过这种无纸化交易，顾客不再需要填写订购表格，或到经营场所去放置他们的订单。什么事都可以在客户便利的条件下电子化地完成。根据EDI报文（2000），即使中小企业因为缺乏专业知识和资金而可能有困难建立一个先进的网站，但是他们仍然需要电子商务去繁荣和持续生存。许多个人和组织在用典型的方式去解释电子商务。当企业开始意识到互联网作为强大媒体的角色开展业务，特别是在服务行业，因
3、为它能够提高客户与供应商的关系，电子商务术语出现了。电子商务是指主要的相关商业关系或交易通过互联网实现的流程，包括采购，营销，销售和客户支持。劳顿和特拉弗形容电子商务涉及所有时间周期，速度和全球化，可以增强生产力，获取新顾客和跨机构分享知识，通过数字化实现跨边界产品和服务的交易。电子商务是商业圈各种关系演变而成的。它可以是企业对个人的形式（B2C），企业对企业（B2B）的形式，商业业务（BIB）的形式，和最后的个人对个人（C2C）的形式。一般来说，B2B是组织之间形成的批量的电子商务活动。虽然电子商务意味着企业间的信息和技术在企业和消费者之间和消费者自己之间同等适用。因此，互联网在电子商务中作
4、为主要工具的角色变得越来越来越显著，同时它也作为一个分销渠道，高于涉及传统中介机构的任务。由多媒体发展公司（MDEC）做的统计表明电子商务在马来西亚的渗透率正年复一年的大幅的增长，从而为中小型公司采用电子商务提供了巨大的潜力。预计这个比率会以大量率年复一年的持续增长。在电子市场中，主要的参与者交易处理程序员，购房者，经纪人和销售者分布在不同地点，甚至不知道对方是谁。有些人认为，电子商务的实现既昂贵又麻烦。然而，在现实中，它通过压低成本因素，能够提高性能，从而为实现产品在品牌和价格上的差异化竞争优势提供了机会。除此之外，它为交易各方加强合作提供更好的渠道，另外，缩短了产品或服务的时间。中小企业和
5、电子商务为了在当今充满挑战的环境中生存，当务之急是中小企业的竞争力和弹性。为此，中小企业需要不断加强其潜力和以有竞争力的价格生产高质量产品和服务的能力。以前在马来西亚马来中小企业中进行的研究表明，他们在产品，促销和分配制度创新上薄弱，因此这些反映了中小企业表现欠佳。以前的文献曾经从不同的角度来定义中小企业，例如雇员人数，实收资本，经营行业，还有投资费用的强度。因此没有一个有关定义中小企业可接受的标准。但是，有一些测量，他们可能回考虑进去，例如其类别，销售营业额及员工人数。在马来西亚，最广泛采用的定义通常是被那些SMIDEC（中小企业发展公司）和BNM（马来西亚中央银行）所定义的，据此，中小企业
6、可分为三大类：微型，小型，或中型。这些分组是要么是根据一个公司员工的数量所决定，要么是根据一年里由业务产生的总销售收入所决定。总之，中小型企业是由其大小来具体定义的：表1：中小型工业的特征部门分类定义销售额（马币）雇员人数制造业微型小型中型少于250,000250,000-少于10mil10mil-25mil55-5051-150服务微型小型中型少于200,000200,000-少于1mil1mil-5mil55-1920-50来源：SMIDEC（2005）中小企业是劳动力市场的主要雇主。根据国家银行（2005），中小企业在招聘条件上提供更大的灵活性，因此中小企业的工人的76.5%是全职的。进
7、一步的文献发现，马来西亚的绝大多数中小企业更愿意参与零售，农业，参观，食堂或餐厅工艺品，裁缝，小规模制造，美容美发，直销，送货上门业务。这些行业的类型主要是较低的密集型资本和需要与客户的个人通信。因此，发现电子商务在这些行业的应用是不太理想的。即使电子商务在马来西亚的应用是令人鼓舞的，但它仍然处于婴幼儿阶段。回顾Abu Bakar和Rohaizat的发现（2002），大部分马来西亚中小企业仍然停留在其商业交易中使用互联网的阶段。第一种促进电子商务的应用的方法是，通过加快其在当地处于最高地位且是全国IT策略的核心的公司的应用。尽管在促进中发现，大部分的这些处于最高地位的公司使用互联网做保守的工作
8、，诸如通讯和互联网信息收集的目的。过去对霹雳州的中小型企业的研究表明，电子商务在大多数商业行业的应用率偏低。类似的情况在初学者状态或是被公认状态下盛行。市场营销电子商务的作用在于通过匹配的信息，提供了渠道走出家庭，走上消费者的数字通信设备，从而满足了消费者的偏好，方便了人口统计，市场营销人员将可以用正确的信息在适当的时间更好地对准目标收件人的权利。除此之外，市场营销的作用在一个超媒体，以计算机为中介，且交互性和连接正在取代传统的谈判和沟通模式的环境下实现了。一个成功的电子商务企业必须具备全球意识，系统导向，客户敏感。在电子商务下，公司可以直接访问消费者去收集信息，然后通过自定义或创造新的优势产
9、品，从而能够帮助他们更好地开发产品，满足消费者的需求。一般大部分公司使用电子商务主要是为了提供有关公司，产品和服务，以及内部和对外沟通的信息。此外网上消费者可以很容易地获得图像，声音，甚至电影，从而在选定的方便的时间，实现实时交易的互动。这对于中小企业在国际市场营销其产品来说，是一个很好的机会，因为信息可以在世界各地广泛传播。正如奥布莱恩所声称的，当大部分的商业活动通过计算机网络涉及到产品或服务的买卖，营销时，电子商务改变了竞争的模式，行动的速度，以及精简了消费者和公司之间，公司和供应者之间的相互作用和付款方式。另一个有趣的特征是电子商务营销相对于传统方法的灵活性的吸引力。这种灵活性根据收到的
10、客户直接反馈，不仅增加了新的项目，而且更新了信息，但是强大的24小时访问导致增加了世界各地的营业时间。物流与采购物流涉及到产品或服务在有关各方之间的流动交易。零售商或中小企业应用电子商务间接地去除了中介销售渠道的服务，扩大了在全球各地的分布范围。由于电子商务易接受，并且它的实际使用正改变着分配系统的趋势，因为电子零售商同时也是一个零售商和分销中心。随着网络的连接，运费可实时准确地确定，并且一个跟踪号码可以涉及到订单下达时货物的装运。中小企业采用电子商务还可以从物流中心获得一些优势，例如通过改进工艺的效率降级成本，提高覆盖率，分拆业务系统和降低价格。尽管存在这些优势，但是仍然发现电子商务在全国的
11、应用较低。 电子采购成为了任何电子商贸业务不可分割的一部分，并且大部分的供应链管理涉及到改造或交付材料的采购。在任何业务中处理任何问题时，这一直是一个主要成本。一个精心设计的业务流程中添加互联网技术无疑是为其提供了一个系统的，有效的成本控制。电子商务采购可以被解释为任何由商业银行或政府机构在互联网上所进行的以促进货物收购为目的的行为，它设计到材料组件，设备，分包，IT设备和供应品，消耗品，文具和其它构成大量金钱交易的服务的花费。由于它是电子招标，是商品和服务的采购，通过申请，他们能够获得大量的世界各地的供应商，从而享受更优惠的价格，更好的质量和更好的交付。因为采购是一项昂贵的商业活动，一旦业务
12、切换到线上采购系统，他们可以立即见到效益。每次购买的行政费用会显著地减少，因为更少的文书工作是通过采购系统运行的，而不是通过劳动者。此外，当员工知道方便和符合成本效益的新的采购策略是怎么一回事的时候，他们将不太可能通过非合同供应商进行购买，从而为企业节省了更多的钱。附注：本文摘译自“欧洲科研杂志”，2010年第4期590页至604页。翻译摘自590页到593页。Ynwi cigu sh y xing nggu de shngy hudng, ydn yw qihun do zixinJch de cigu xtng, tmen ky lj kish jin do xioy. Du xngzhn
13、g fiyngMi c gumi xin zhe jinsho, ynwi jinsho wnsh gngzu de zhd, r bsh tnggu ynxngLodng zh bnrn. Cwi, dng yungng zhdo rh fngbin h fh chngbn xioy deXn de cigu cl, tmen jing b ti knng jnxng gumi tnggu fi qinyuGngyng shng, cngr jishng qy shnzh gng du de qin (Azham hu si yn et.Al,2005).字典 - 查看字典详细内容1. 名词
14、 1. 装船 The Application of E-Commerce Among Malaysian SmallMedium EnterprisesNorudin MansorFaculty of Business Management,Universiti Teknologi MARACampus Dungun,23000 Dungun,Terengganu,MalaysiaAbstractThe research project was conducted to investigate the understanding of E-commerce Application among
15、the SMEs in one of the state in Malaysia. Focusing on the population of registered members of Dewan Perniagaan Melayu Malaysia, Kelantan, a total of 302 respondents were selected to participate in our study. Moving in line with the general assumption of world business community it is agreed that e-c
16、ommerce application is highly relevant for the survival and meeting the challenges of borderless economy. At the same time, the process of acquiring knowledge and understanding the environment, coping with changes, and speeding up the business decision, able to further enhance the competitive advant
17、age of the SMEs. Using the established model, our investigation focused on 5 identifiable variables to demonstrate its usefulness towards motivating SMEs to adopt e-commerce. Our analysis indicated that all the selected variables were significant towards enhancing the application of e-commerce and t
18、hus maintaining competitive advantage in the industry.Keywords: E-Commerce application, logistic, marketing, procurement, security, SMEs.1.IntroductionE-CommerceThe emergence of e-commerce is creating fundamental changes to the way that business is conducted. Customer can shop around comprehensively
19、 at their leisure anywhere, at any time and always enjoy the same level of services at virtually no costs. Apparently, with paperless transaction, buyers are no longer required to fill in order forms or visit a business premise to place their order. Everything can be done electronically at buyers co
20、nvenience. According to Edim(2000), even though SMEs might have a difficulty to develop a sophisticated web due to lack of expertise and fund, but they still need e-commerce to prosper and for on-going survival. Numerous people and organizations interpret Electronic Commerce or E-commerce in typical
21、 ways. The term “e-commerce” emerged when businesses started to realize the role of Internet as a powerful medium for conducting business especially in the service sector as it is able to improve customer-supplier relationship. E-commerce is the flow of process which is purchasing, marketing, sales
22、and customer support that is mainly associated with a commercial relationship or transaction over the internet. Laudon and Traver describe e-commerce as all about time cycle, speed, and globalization, enhanced productivity, reaching new customers and sharing knowledge across institution, through dig
23、itally enabled transaction across boundaries in return for products and services.E-commerce evolved in various means of relationship within the business circle. It can be in the form of Business to Customer(B2C),Business to Business(B2B), Business in Business(BIB)and lastly Customer to Customer(C2C)
24、.Generally, B2B which is between organizations formed the bulk of the e-commerce activities. Although e-commerce implies information between businesses, the technology is equally applicable between business and consumers and indeed between consumers themselves. As such, the significant role of inter
25、net as the main tool in e-commerce is becoming more relevant as it also act as a distribution channel on top of involving with the task of the traditional intermediaries.Statistic revealed by Multimedia Development Corporation (MDEC) indicates the penetration rate of e-commerce in Malaysia which is
26、substantially increased by year provides a huge potential for SMEs to adopt e-commerce in their business. This rate is expected to constantly growing up at substantial rate from year to year.In electronic markets, the principal participantstransaction handlers, buyers, brokers, and sellers are at di
27、fferent locations and even not knowing each other. Some people think that the implementation of e-commerce found to be both costly and cumbersome. However, in reality it driving down cost factors and able to improve performance which offers opportunities to achieve competitive advantage through prod
28、uct differentiation with particular reference to branding and pricing. Other than that, it provide better avenues for enhancing cooperation between trading parties beside shortening the time in marketing the products or services.SMES and E-CommerceIn order to survive in todays challenging environmen
29、t, it is imperative that SMEs be competitive and resilient. Towards this end, SMEs need to continuously strengthen their capacity and capability to produce high quality products and services at competitive prices. Previous studies conducted among Malaysian Bumiputera SMEs indicated that they were we
30、ak in product, promotion, and distribution innovation which therefore reflecting the poor performance of the SMEs.Previous literatures used to define SMEs from different perspectives such as defining based on number of employees, paid-up capital, sectors of operations, and also the intensity of inve
31、stment incurred. As such there is no one acceptable standard about defining SMEs. However, there are a few measurements that they may take into consideration such as its categories, sales turnover and number of employees. In Malaysia, the most widely adopted definition usually those as been defined
32、by SMIDEC (Small and Medium Development Corporation) and BNM (Bank Negara Malaysia) whereby SMEs can be grouped into three categories: Micro, Small, or Medium. These groupings are decided based on either the numbers of people a business employs or on the total sales revenue generated by a business i
33、n a year. In summary, detailed definitions of SMEs by size are: The Application of E-Commerce Table 1: Characteristics of Small and Medium IndustrySectorCategoryDefinition销售额（马币）雇员人数ManufacturingMicro Small MediumLess than 250,000250,000less than 10mil10,000,00025,mil55-5051-150ServicesMicro Small M
34、ediumLess than 200,000 200,000less than 1mil Medium 1mil5mil55-1920-50Sources:SMIDEC(2005) SMEs are major employers in the labor market. According to BNM (2005), they provided greater flexibility in employment terms whereby 76.5%of total SME workers were hired on a full-time basis. Further literatur
35、es discovered that majority of the SMEs in Malaysia prefer to be involved in retailing, agriculture, restaurants, canteen and cafeteria, handicrafts, tailoring, small-scale manufacturing, beauty saloon, direct selling, and door-to-door business. This type of businesses largely to be less-capital int
36、ensive and requires personal communication with the customers. As such,the application of e-commerce therefore found to be less desirable.The application of E-commerce in Malaysia even though is encouraging, but it is still at its infant stage. Reviewing on the finding by Abu Bakar and Rohaizat(2002
37、), most of the Malaysian SMEs are still left behind in terms of using internet in their business transaction. One way to promote the application is by speeding the usage among the local MSC status companies which act as the centerpiece of the national IT strategy. Despite of the promotion most of th
38、e MSC status companies found to be using the internet for conservative task such as for communication and information gathering purposes.Previous study on the SMEs in Perak indicated the low usage of the application in most business sectors. Similar trend prevailed even for those who had been in ope
39、ration with the novice status or already established.MarketingThe role of e-commerce in providing avenue to shift out of the home and onto consumers digital communication devices by matching messages to consumer preferences and demographics, marketers will be able to better target the right recipien
40、t with the right message at the right time. Other than that, marketing functions are now performed under a hypermedia-computer-mediated-environment where interactivity and connectivity are replacing the traditional mode of negotiation and communication.A successful e-commerce business must be global
41、ly aware, system-oriented and customer sensitive. Companies can use the direct access to consumers to collect information that will help them better develop products to meet the consumers need through customizations or create new niche products. In general most firms used e-commerce primarily to pro
42、vide information about company, its product and services, and for both internal and external communication. In addition online consumer can easily gain access to graphics, sound, and even movies, thus enabling real time transaction interactivity at a selected convenience time. This is a good opportu
43、nities to SMEs to market their product internationally since the information can be widely spread all over the world.As indicated by O Brien, as most of the business activities involved with buying and selling, marketing of product and services over computer network, e-commerce therefore changing th
44、e shape of competition, the speed of action, and the streamlining of interactions and payments from customers to companies and from companies to suppliers. Another interesting features concerning marketing in e-commerce is the attractiveness of its flexibility as compared to the traditional approach
45、. This flexibility not only add to new items and update info based on the direct feedback received from customers, but the powerful 24 hour accessibility resulted with increase business hours across the world.Logistics and ProcurementLogistics is very much related to the movement of goods or service
46、s within the respective parties to the transaction. When retailers or SMEs apply e-commerce, they indirectly remove the need for intermediary distribution channels and extend the distribution coverage across the globe. As e- commerce become accepted and practically used it is changing the trend in d
47、istribution systems because the e-retailers are at the same time a retailer and a distribution center. With connectivity of the Web, shipping charges can be precisely determined in real time, and a tracking number can be assigned to the shipment at the time order is placed.There are some advantages
48、that SMEs can gain as they adopt in commerce from the point of logistics which is cost reduction through improved process efficiency, improved reach, the unbundling of business systems and price reductions. Despite of the advantages but still the application of e-commerce found to be low throughout the nation. E-procurement formed an integral part of any e-commerce operation, and most supply chain management involves the procurement of materials which a