CAJ | 학술논문

电子商务代运营已成为推动传统产业电子商务应用的重要力量，其服务范围涵括电子商务运作的全过程。为更好提升电子商务代运营的服务能力，在服务过程中可遵循NetOffer模型和波特的竞争力理念，从核心服务、用户界面、便利服务和支持服务等四个层面来实施竞争力的构建。在具体的构建过程中，一方面可依托现有电子商务平台，以顾客为导向实施标准竞争战略，构建既能实现顾客价值最大化又方便传统企业、降低其运作成本的代运营服务体系；另一方面也可根据不同的行业特点，构建定制化、一体化和精准化的特定行业代运营服务体系。
전자상무대운영이성위추동전통산업전자상무응용적중요역량，기복무범위함괄전자상무운작적전과정。위경호제승전자상무대운영적복무능력，재복무과정중가준순NetOffer모형화파특적경쟁력이념，종핵심복무、용호계면、편리복무화지지복무등사개층면래실시경쟁력적구건。재구체적구건과정중，일방면가의탁현유전자상무평태，이고객위도향실시표준경쟁전략，구건기능실현고객개치최대화우방편전통기업、강저기운작성본적대운영복무체계；령일방면야가근거불동적행업특점，구건정제화、일체화화정준화적특정행업대운영복무체계。
The E-commerce agency-operation has been an important power to push the traditional industry to apply E-commerce technology,which service range covers the whole operation procedure of E-commerce. In order to improve the service ability of E-commerce agency-operation,we can use the NetOffer modes and the competitiveness theory of Michael E. Poter to build the competitiveness of E-commerce agency-operation from several aspects, such as core service, user interface, convenience services and support services. During the actual process of building, the first one is relying the E-commerce platform to build a customer-oriented service system that not only can max the customer＇ s value, but also can facilitate traditional industry and lower the operation cost of traditional industry. The other way is building a customized, integrated, precise industry-specific service system according to the features of different industries.