Significance of knowledge management in e-commerce enterprises

Different scholars have different understandings of knowledge management. Gellermo Belez Bustamante believes that knowledge management is an information-based activity that creates implicit or explicit knowledge through organizational learning. Karl Ferrapaul, one of the founders of Delphi Group in the United States, believes that knowledge management is to improve the adaptability and innovation ability of enterprises through knowledge sharing and collective wisdom. The starting point of enterprise knowledge management and production management is to regard knowledge as the most important resource, and to master and utilize knowledge to the maximum extent, which is the key to improve the competitiveness of enterprises. Combined with the reality of our country, the author thinks that knowledge management is knowledge management, that is, management knowledge of valuable information, that is, people's experience, knowledge and ability in enterprises, including knowledge identification, acquisition, decomposition, storage, transmission, enjoyment, value evaluation and protection, as well as capitalization and productization of knowledge, so as to promote the management of a series of processes such as knowledge and enterprise's continuous maturity and growth.

2 the content of knowledge management

All activities related to knowledge inventory, evaluation, supervision, planning, acquisition, learning, circulation, integration, protection and innovation are managed as assets, and all activities that can effectively enhance the value of knowledge assets belong to knowledge management. Further exploration includes seven aspects, including: knowledge innovation management. The mode, conditions and environment of knowledge innovation and the transformation of explicit and tacit knowledge; Knowledge * * * Enjoy management. How to narrow the knowledge gap through knowledge transfer; Knowledge application management. How to adopt a complete set of knowledge management solutions to implement knowledge management projects; Knowledge management incentives. Design a set of performance evaluation system and incentive system to build a system; Knowledge management technology. Discuss the supporting software or tools of knowledge management from the perspective of information technology; Management of knowledge workers. How to coordinate the career planning of knowledge workers with the strategic planning of enterprises, how to make the personal knowledge of knowledge workers become the memory of enterprises, how to recruit and train knowledge workers, etc. Knowledge learning management. How do enterprises keep learning through five practices?

3 the basic objectives of enterprise knowledge management

The goal of knowledge management is, of course, to transfer the right knowledge to the right people at the right time and let them make the best decision. Knowledge management includes: knowledge extraction, which makes the knowledge in the organization visible through tools such as knowledge map, yellow pages and hypertext; Knowledge sharing, developing knowledge-intensive culture by encouraging knowledge sharing; Knowledge distribution, establishing knowledge structure, such as creating space, time and tools to promote interaction and cooperation between people.

If enterprises want to gain competitive advantage in the wave of economic knowledge, they must try knowledge management, and make beneficial explorations in formulating knowledge strategy, reshaping enterprise knowledge culture, realizing knowledge measurement and setting up knowledge managers. In the exploration and practice of knowledge management, enterprises must have a knowledge-centered entity, goal and knowledge sharing value system, and enterprises can manage and integrate knowledge around this system. The greatest influence of knowledge economy on enterprise management lies in three aspects: social and economic environment, competition focus among enterprises and enterprise strategy. In terms of economic environment, first, the foundation has changed. Knowledge economy is based on innovative knowledge and is a typical knowledge-intensive economic form, not a labor-intensive economic form under industrial economy. Secondly, its leading factor is talent, unlike resources and capital in the industrial economy. In the era of knowledge economy, the focus of enterprise competition lies in who can create factual standards that meet people's new needs and guide the trend of the times. For example, Microsoft has gradually developed Microsoft Windows series into a de facto standard system for computer operating systems. In terms of enterprise strategy, the focus of enterprise investment strategy has shifted to personnel training and encouraging innovation, while production and distribution should be tilted towards knowledge products and services. In the competitive strategy, intellectual property rights and various patented technologies have become competitive weapons; In the growth strategy, from relying on economies of scale to promoting the development of enterprises to relying on the creation and appreciation of intangible assets to realize the growth of enterprises.

The goal of enterprise knowledge management is manifested in three aspects: first, enterprises should have strong market insight and adaptability, and the acquisition of this ability must rely on the knowledge accumulation of employees; Second, enterprises should have the ability to acquire all kinds of new knowledge continuously, because the ability to acquire and apply knowledge will become the key factor of enterprise competitiveness; Third, enterprises should have the characteristics of high integration. The whole production and operation activities of an enterprise, from market research, product design and development, manufacturing, marketing management to after-sales service, constitute an inseparable whole.

4 the significance of implementing knowledge management in e-commerce enterprises

The implementation of e-commerce has created conditions for enterprises to implement knowledge management, and at the same time, it has conveyed to enterprises that only through knowledge management can they adapt to the new development requirements. On the one hand, e-commerce greatly enhances the ability of enterprises to acquire and apply knowledge. Enterprises can collect useful information they need through the network, and can spread and exchange knowledge through the network, so that employees' personal knowledge can easily be transformed into "enterprise knowledge" that can be widely enjoyed and properly used within enterprises; On the other hand, e-commerce makes it very important for enterprises to obtain information and knowledge from the market and customers, and to establish a knowledge and information sharing mechanism. Enterprises must closely combine knowledge management with e-commerce in order to seek greater development.

With the help of information technology, knowledge management takes enterprise business process reengineering as a breakthrough and knowledge sharing as the basis to comprehensively manage fragmented business processes, realize information sharing, simplify handover procedures and shorten time. For e-commerce enterprises, knowledge is gradually replacing tangible assets such as monetary capital and labor force and becoming the most critical production factor in enterprise development.

In today's world, faced with the challenges of a series of new waves, such as the globalization of competition and the "low profit" of the market, it is objectively required that e-commerce enterprises must find new ways to better understand customers, markets and competitors, improve the application of technology in products, and improve the value of enterprise intellectual assets. Knowledge management has become the most important solution recognized all over the world. Through knowledge management, enterprises can effectively discover, organize and use knowledge, and enhance their technological innovation, reaction ability, production efficiency and skill quality, and knowledge management will become an important guarantee for their success.

4. 1 is conducive to new product development and business promotion, and is the key to the development of e-commerce enterprises.

Knowledge management promotes technological innovation through the following aspects: ① Experimental function. It can be used to test whether different factors meet the needs of consumers and whether the target market positioning is accurate. , accurately predict sales and manage product inventory more effectively; ② timeliness. Because the analysis and extraction of data are carried out by computer, the required information can be obtained in a short time.

4.2 Accelerate the response ability of e-commerce enterprises

Knowledge management can speed up the response speed of e-commerce enterprises through the following aspects: ① Testing functions. It can be used to judge the responsiveness of different business activities and strategies (such as product promotion and new product release) and identify the effect of implementing different methods; ② Interactive function. Using the knowledge base, we can communicate directly with different customers and provide specific services according to their different requirements. According to the unique situation of personal records in the database, it is convenient for personal communication with customers and has high responsiveness.

4.3 Improve the production efficiency of e-commerce enterprises

The specific manifestations are: ① adaptive function. By analyzing the real-time information in the database, we can choose the right time to carry out marketing activities at any time according to the needs, so as to achieve the expected goals of the activities; 2 intelligence. With the development of artificial intelligence technology, in the production process, the system will provide a reasonable production plan according to the demand database.

4.4 Broaden the channels for e-commerce enterprises to improve employees' professional skills

Modern competition emphasizes the speed of innovation, and effective knowledge management can provide a way to acquire knowledge and improve the leading edge of enterprises in the competition. Specifically, knowledge management has the following functions in this field: ① Selection function. We can learn more about employees through knowledge management, so as to choose effective training and evaluation channels for employees. ② Learning function. One of the goals of knowledge management is to promote the knowledge flow within enterprises. Through knowledge management, employees can quickly improve their business level and knowledge ability.

5 e-commerce enterprise knowledge management.

5. 1 strategic choice of knowledge management in e-commerce enterprises

Enterprises must master two core knowledge management strategies if they want to operate successfully on the Internet and realize their knowledge management.

(1) technology knowledge management. E-commerce system is built on the basis of electronic trading engine, and should be combined with the company's trading process to complete the whole trading process from customer acquisition to freight warehousing, accounting and payment. The perfect combination of the two requires the company's system managers to be familiar with the configuration and functions of various e-commerce technical schemes, master the system structure and operation interface, and integrate them into the enterprise's knowledge warehouse. Therefore, enterprises should create a systematic process to continuously acquire and manage the knowledge of systems and tools needed for e-commerce. More importantly, these systems management knowledge needs to be constantly updated to adapt to the development of enterprise e-commerce.

(2) Knowledge management in the strategic process. For e-commerce enterprises, they should first pursue their own differentiation strategy, instead of imitating each other or traditional enterprises, and must focus on product selection, product design, service, image and other areas that can differentiate enterprises. Some companies have succeeded by creating their own unique ways, and some companies have succeeded by balancing market segments between the Internet and traditional methods.

5.2 e-commerce enterprises to achieve knowledge management approach

(1) Realize knowledge sharing within enterprises. Based on the workflow of making full use of market information, we will further promote the knowledge management within the enterprise and mobilize the enthusiasm of employees. From the simple use of information to the analysis of information, and then to the initiative to generate new information, to ensure the circulation of knowledge within the enterprise, so that enterprises can provide quality services to the market in all directions with a deep understanding of the market as the core.

(2) Improve the utilization rate of external knowledge. This is a process of information integration. By standardizing the collection and use of information from the grass-roots level to the top level of enterprises, the information utilization ability and specialization of all levels of enterprises can be improved.

(3) Strengthen the construction of enterprise knowledge network. Human society is stepping into the era of knowledge economy. A basic view of knowledge economy is that knowledge is developed when people communicate with each other. In order to make full use of the externalities of knowledge use and improve the interactive use of related knowledge by enterprises, enterprises must strengthen the construction of knowledge networks.

(4) Improve the role of individuals in the knowledge management chain. Knowledge is the realization of personal cognitive process, not physical assets. Similarly, knowledge innovation can only occur in the process of people's social interaction, and innovation may occur in all aspects of enterprise management. This requires the establishment of a corporate culture that respects knowledge, talents and encourages knowledge sharing, so that employees can play a central role in the process of knowledge innovation and play their own role in the knowledge management chain.

refer to

1 Su Zhang. Two Knowledge Management Models of American Enterprises [J]. Economic Theory and Management, 200 1(2)

2 Wei Gang. On Human Resource Management in Knowledge Management [J]. Northern Economy and Trade, 200 1(7)

3 Liu Jianqing. Strategic Alliance: Interpretation of Resource Theory [J]. China Soft Science, 2002(5)

4 back to Yu. The key to the success or failure of modern enterprise competition: e-commerce and knowledge management [J]. Journal of South-Central University for Nationalities, 2004(5)