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What are the similarities and differences between retail industry and tourism e-commerce?

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Part One: Current Development Status of International Tourism E-Commerce

1. Rapid Expansion The scale of tourism e-commerce

Since the Internet became a revolutionary mass media, its development speed has been amazing.

As the world's largest sunrise industry, tourism, when it is combined with the emerging model of e-commerce, its hidden commercial value is fully revealed

. According to data released by CNN, global tourism e-commerce has grown at a rate of more than

350% for five consecutive years. In 1999, global e-commerce sales exceeded 140 billion US dollars, of which travel e-commerce

< p>Service sales exceeded 27 billion U.S. dollars, accounting for one-fifth of the total global e-commerce sales and accounting for the largest share of e-commerce applications; there are currently more than 170,000 tourism companies in the world online To carry out tourism services, more than 85 million people have enjoyed the services of tourism websites

.

As an important member of the e-commerce family, how fast is the development of tourism e-commerce? Many international research and forecasting institutions are trying to analyze and evaluate this. Gartner&127;Group market research company's report points out that global online travel service sales will surge five times in 2001 compared with 1999; CRG

-research company predicts that in 2000 Global travel electronics consumption will exceed US$63 billion.

PhoCusWright, an online tourism research company, predicts that the Internet tourism market will continue to grow. It

in the book "1999 Yearbook: Analysis, Assumptions and Evaluation of the Online Tourism Market" published in July last year, the growth trend of the online tourism market is predicted as follows: Shown:

Startups and travel agents serving as intermediaries on the Internet will continue to be active in the online tourism market

Fierce competition between middlemen and the hotel industry, airlines and car rental companies will also continue. Traditional offline companies, such as hotel positioning systems, are gradually transforming from telephone positioning to online positioning to increase their competitiveness.

Currently, the income of travel agents and intermediaries accounts for more than half of the total income of the online tourism industry:

According to PhoCusWright’s forecast, the above proportion will only be slightly lower in the next three years. slight changes.

Leading online travel agencies (such as Travelocity.com and MSN Expedia) saw first-quarter 1999

revenues increase by more than a year earlier More than three times. PhoCusWright expects all sectors of the travel industry to double their sales in 1999. Furthermore, holiday tourism and maritime tourism, which were virtually non-existent a year ago, are likely to flourish further.

Through further perspective, Jupiter predicts that by the end of 2002, the revenue from online tourism will only be

12.6 billion. PhoCusWright's optimism is based on a tripling of growth already recorded in 1999 and other favorable factors. For example, survey results from some online travel agencies show that they already have certain loyal customers. They believe these factors will drive the market beyond projected revenue volumes. PhoCusWright's research report is based on in-depth interviews with travel suppliers and intermediaries. The interviewees included 16 hotel chains representing 50 well-known domestic operators and 8 online travel agents.

According to a report by the Travel Association of America (TIA), the number of travelers using the Internet for travel-related and other purposes

rose from 2.9 million in 1996 to 7 million in 1998. , up 141% in two years. In addition, according to a research report by the Travel Association of the United States (TIA), 670,000 Americans (accounting for 9% of the total population) book tickets through the Internet. The research report also found that 3.38 million travelers used the Internet for travel planning, compared with 1.17 million in 1997 and 310,000 in 1996. In 1998, nearly half of travelers booked tickets online, and 51% of online long-term travelers used the Internet to obtain travel destination information and confirm prices and times. Convenience is the driving force and source for the growth of the use of the Internet in the tourism industry. William S. Norman, president of the U.S. Travel Association, said:

“If the recent growth in the use of the Internet in the travel industry is any indication, the Internet and related services online will Become a medium for future travel planning.

"The U.S. Travel Association's research report points out that online travelers are very happy with the Internet as a medium for gathering information and making payments. The report also shows that about 92% of of U.S. adults who use the Internet to plan travel and book locations are satisfied with their experience in this regard

Market research firm Gartner Group reports that global online travel. Service sales will increase to 30 billion US dollars in 2001, a significant increase of 5 times from last year's 5 billion US dollars. Due to the cost of online ticket booking and travel group participation,

It is cheaper and therefore more and more popular among tourists. The report said that the online tourism industry is expanding rapidly. The reason is that it is very convenient to search for travel information online and it is common to order air tickets and join tour groups online.

Discounts are available. The survey shows that 3/4 of Internet users will check online for travel information and discount tour groups before traveling, and 16% of them will order air tickets

In addition, there is no website. Travel companies are bound to merge with online travel agencies.

However, there are various signs that in the era of explosive growth of Internet applications, these predictions may still be conservative.

Needless to say, the Internet economy has profoundly affected the development of the entire tourism industry. Every tourist and every tourism service company will deeply feel the changes brought by the Internet from consumption patterns to business operations.

The huge impact of the tourism industry

2. Travel e-commerce websites in the United States

The electronicization and networking of the tourism industry have become an irresistible historical trend and swept across the country. Travel e-commerce websites and online transactions in North America, Japan and some European countries have formed a considerable scale in every country from Europe and the United States to Asia-Pacific. The United States is the largest. As a leader in the development of global e-commerce, it can be said that its development status also represents the development direction of e-commerce in other countries in a certain period of time. The travel websites and services provided by the United States can be huge

It is divided into three major categories:

1. Travel search engine

Similar to how most search engines support portals or corporate websites, so-called travel engines include

Microsoft Travel Technology is the most well-known travel engine, including servers, application software and travel-related content.

It supports Expedia.com, Northwest Airlines, Continental Airlines, and Netherlands Airlines. Interactive websites of Royal Air Lines and American Express. Other well-known travel search engines include GetThere.com in California and Saber in Texas. 2. Online travel agencies. >

Online travel agencies are responsible for the supply of information, and then travelers arrange their own travel itineraries. They are more flexible than traditional travel agencies

and save a lot of contact time. Online travel agencies provide online applications and tools to help users directly access the central reservation system and obtain the required information in the first time. The top three travel websites in the United States

are Travelocity.com, Expedia.com and Preview Travel.

3. Online airlines

In 2000, four of the five largest airlines in the United States were jointly operated by United Airlines, the world's largest airline.

Online travel business, *** also provides a package of travel services such as online ticket booking. Online airlines

Some use outsourced travel engine technology, while others develop it themselves or outsource it to small system developers.

3. European travel e-commerce websites

According to the latest report of "European Online Travel Market" PhoCusWright: from 2000 to 2002, Europe

The online travel market There is about to be a new round of rapid development. The PhoCusWright report predicts that the European online travel market will grow more than threefold. Travel market sales in 2000 were US$2.9 million and will exceed US$10.9 million by 2002. Although online travel in Europe started a few years later than the United States, they will eventually keep pace with their development.

The difference between the European online travel market and the American online travel market is that there are travel operators in the European online travel market. In Europe, tour operators are the engines. They personally or control routes, hotels, yachts, and retail travel agents. As a result, the battle to dominate route sales does not take place between airlines and online agents, but closely surrounds airlines, travel agents and online agents.

Controlled 28%, 27% and 26% of the European tourism market respectively.

One reason why the European tourism market can develop rapidly is that it has a highly developed and efficient retail system.

The reason why it can quickly integrate with the Internet is not only that the Internet is an important distribution channels, and

and is a highly effective management tool.

That's why the three top sellers in the travel online marketplace include not only airlines and online agencies,

but also national retail companies. The most powerful of the three is easyJet, a very low-cost British airline that sells 75% of its routes online by itself. It plans to book online tickets in 2000 with sales of 266,000, 000. The second most powerful company is ebooker.com, which started its business 20 years ago as a flight booking agency. It has quickly replaced traditional agents by purchasing large quantities of other travel agencies throughout Europe.

< p>Transform into an online agent. The third place is SNCF, the French National Retail System.

Ferries is another large-scale travel model. According to the PhoCusWright report, there is evidence that it is also transforming to an online mode.

What does all this mean? In the United States, buying air tickets is usually done online. This

method is simple and easy, the ticket price is quite low, and the risk is very low. However, in Europe, can passengers buy air tickets, train tickets, or boat tickets online? In fact, buying tickets online is no more risky than buying a few CDs

big. Therefore, increasing potential online passengers is of great significance. European travel passengers have as many as three low-risk ways

to check whether online businesses contain moisture.

Also, there is another product, far more popular in Europe than in the United States, that allows Europeans to buy

more sophisticated and affordable ticketing products. Maybe soon, products similar to theirs will appear in the United States. This kind of

product is "last minute travel", which is the flagship product of several major European travel sites. These sites

mainly include: lastminute.com and France Degriftou.

It is easier to book tickets online at the last minute because travel plans are less likely to change. This feature makes it

easy to introduce passengers to purchase vacation travel products online, because online vacation travel products are high-profit products, and online retailers are willing to carry out this aspect. business.

It is much more difficult to develop online travel in Europe than it was a few years ago when the United States was at the same stage of development.

One reason for the difficulty is that the overall investment climate is unsatisfactory. Now in Europe, in the eyes of investors, Internet companies have passed the stage where they can make mistakes, unless these companies have excellent records or have truly complete commercial success. plan to receive additional capital.

This is really bad news for current players in Europe, as they need capital more than their American counterparts at the same stage as

them. This is because for a company to operate a pan-European site, it must have local sites in all countries and in all languages. This is very expensive, which means that no matter who wants to win Europe, they must prepare more funds. U.S. Internet companies benefit from their scale, and Expedia U.K. is the leader.

Although U.S.-based ebookers.com's total sales are greater than Expedia U.K.'s, that's because

60% of ebookers.com's bookings come from abroad, while Expedia U.K.'s The leader in domestic ticket booking business in the United States. Its online booking volume is US$8,700,000. Another big player is the European tour operators. The best

example is Preussag, Europe's largest travel operator, whose full-year travel sales in 2000 exceeded $9,000,000. The company's chairman, Michael Frenzel, sees the website as an engine for Preussag's profit growth.

European tour operators already have a brand name and a passenger base. However, the Internet has provided them with new pricing methods and ways to connect more closely with existing passengers. The growing sales scale is the result of their use of the Internet.

There are other ways to build market share online. Expedia and Travelocity

.com have sites in Germany and the United States, the two largest travel markets in Europe. The American

lastminute.com has sites in France, Switzerland, Italy, Spain, Luxembourg, Belgium, the Netherlands and

other cities around the world. In addition to its local business, the French travelprice.com company has established sites in Germany, the United States, Italy, Spain, Belgium, Denmark and Canada, and plans to further expand its presence. > Step expansion.

Flights.com was established in Germany in 1994 and has 22 sites, 9 of which are in Europe.

But these online travel sellers have difficulties waiting for them to overcome. European passengers pay for local calls, which limits their online time and reduces their opportunities to purchase travel products online. Fortunately,

Reductions in Internet and telephone costs are making Europeans more and more likely to book tickets online.

Europeans use credit cards less frequently than Americans, forcing European online sellers to give their passengers more online payment options, such as checks. There are also some technical challenges booking online

Holiday packages are quite difficult. At the same time, Europeans may get in front of Americans in developing e-commerce. Passengers from some countries have begun to use mobile phones to book tickets.

Part 2: Tourism e-commerce - the propellant for tourism growth

The rise of tourism e-commerce is not a simple grafting of the Internet and traditional tourism. It makes the "network" and

The value of "tourism" has been fully reflected. The ability of online virtual reality makes the vast mountains and rivers and the vast time and space no longer far away for tourists. Through the website, tourists can browse information, arrange itineraries, and even You can conduct "virtual tours" of certain tourist attractions in advance, so as to truly and fully realize a relaxing, returning, peaceful and enjoyable tour process.

1. Tourism - one of the fields most suitable for the e-commerce model

In the online retail industry in the United States, travel, personal computers and books constitute the three main categories. The transaction amount of each category

is more than 1 billion US dollars. Among them, the sales of online travel products have ranked first for many years. In the next few years, online travel products will continue to maintain rapid growth. momentum, it will still occupy about 30% of the market share by 2002.

Similar to financial services, software products, media and other industries, the tourism industry has more obvious advantages than physical products

when developing e-commerce. Its product characteristics determine It has unique prerequisites for the development of e-commerce

.

First, tourism products are intangible and cannot be stored. Consumers must go to the product supplier's premises for consumption. Therefore, it is basically difficult to implement e-commerce. A physical delivery link is required. For a country like my country

with an imperfect national distribution system, developing tourism e-commerce is more widely practical and comfortable

.

Second, tourism products have informational characteristics. Tourism products include many elements such as food, accommodation, transportation, travel, shopping, entertainment, etc.

The sales process is actually The process of transmitting product information, and the role played by the Internet in high-speed transmission of information is unparalleled. Therefore, tourism products are naturally adaptable to e-commerce.

2. Tourism e-commerce - the revolutionary driving force of traditional tourism industry

In the past few years, the number of people using the Internet to arrange travel has increased exponentially. The number of people who obtain information about tourist destinations through the Internet is even more impressive. Tourism and the Internet also have the characteristics of being cross-regional, cross-time, and

intangible. The perfect combination of the two will surely accelerate the development of the tourism industry and become a cross-border communication.

the revolutionary driving force of traditional tourism. The advantages of online tourism are reflected in:

1. Convenience. Tourism e-commerce overcomes the shortcomings of traditional tourism services and can provide consumers with comprehensive destination information, destination previews and reference information for decision-making, with obvious shopping guides

p>

In addition, it can also solve the problem of service credibility, break through the boundaries of time and space, and provide consumers with all-weather and cross-regional services

and use relevant bank cards to pay travel expenses online, which facilitates purchases.

2. Preferentiality. In addition to providing convenient and fast services, more importantly, the products provided by tourism e-commerce are at competitive prices, thus bringing benefits to consumers. These online virtual travel service companies not only provide consumers with the ability to complete reservations and purchase tickets at any time, but also provide preferential discounts. Consumers can say that they "get more with one stone"

3 , personalization. The international tourist wave of individual travelers has arrived. The purpose of individual travel is not only sightseeing, but also has extremely high requirements for comfort, freedom and return. The demand of the tourism market has changed from the traditional arrival type that simply meets the needs of sightseeing tours to the &127; "personalized tourism" type. Tourism e-commerce passes through the two-way communication of the network

In addition to being convenient and affordable, it can also provide "personalized" travel customization services to meet the changes in the travel consumption tastes of the entire public.

3. Tourism e-commerce promotes the transformation of tourism enterprises

1. Online tourism brings new business methods

The emergence of tourism e-commerce is the key to tourism in the new century The dawn of the industry, its application can not only improve efficiency, reduce

costs, and seek new profit growth points, but also enhance the competitiveness of enterprises and maintain sustained and rapid growth,

calmly Coping with competition from international tourism agencies. Tourism e-commerce will provide tourism enterprises with an e-commerce application operation platform

on which the design of tourism products and supplier procurement can be easily completed, and at the same time external publicity can be carried out

Guanghe Online sales registration can also carry out internal business exchanges and cooperation to maintain efficient and smooth operation of the tourism business.

2. Online operations impact traditional business formats

The emergence of new business methods will reshuffle the entire tourism industry, especially the traditional travel agency industry. According to

Some people in the industry predict that once the tourism market is fully opened and online tourism matures rapidly, 90% of the hundreds of thousands of large and small travel agencies in my country will cease to exist. In this way, when the travel agencies that traditional tourism relies on gradually disappear, the travel services and travel methods provided by those travel agencies will naturally gradually disappear. Online travel, which features customized itineraries and self-service prices, will become the dominant way of travel for Chinese people in the next 3-5 years.

3. Value-added services have become the key to victory

Who can become the final winner in the online travel market depends on who can provide more added value. This is

The key to victory. Traditional tourism industry operators have professional knowledge of tourism planning, which is still a niche that new competitors cannot surpass in the short term. If they can quickly transform into professional online travel consultants by relying on their experience advantages, Focus

Focus on planning itineraries and other services for tourists, providing more professional travel information, and allowing simple and standardized transactions

actions and information announcements to be completed through the Internet to reduce transaction costs And can provide more professional consulting services at the same time.

IV. Development and Problems of Tourism E-Commerce

One of the keys to the success of e-commerce is to cultivate a customer base that is loyal to itself. If we take the online tourism industry as an example, this will be a very difficult task, because according to the latest research data released by Forrester Research, the vast majority of people who have experienced People who have experience in online travel consumption are not particularly fond of any website. 70% of online travel consumers have visited multiple travel websites. Forrester analyst Kelly said: "Most consumers do not have a fixed consumption website. It is not only travel websites that face this challenge, but also other online retailers."

< p>Forrester pointed out in the research report that nearly 9 million families in the United States have arranged their travel plans online. The report divides online consumers into three categories: those who are not loyal to a certain website, those who go online out of curiosity and those who are loyal to a certain website. At present, the first type of consumers has the largest number of consumers, accounting for 69% of all respondents. The report said: This first group is not only the largest in number, but also the most eye-catching because these consumers spend the highest amount of money online. According to statistics, an average of US$1,040 of these consumers' total travel expenditure (approximately US$2,337) was spent on online consumption.

Although the second type of consumers mentioned in the report browse around, they usually return to a certain website to plan travel services

. This type of consumers accounts for 24% of the total. Compared with the third category, consumers who are loyal to a certain website, they have much less experience. These people generally travel three times a year, and 45% of their budget is spent online. The third category generally does not wander around online. These people usually have their own favorite travel agencies. The average annual expenditure on travel is US$1,938, of which US$800 is spent on online ticket booking or hotel booking.

Part 3: The development and application of tourism e-commerce in China

1. Industrial interaction between my country’s tourism industry and e-commerce

1. my country’s tourism industry The growth potential

Our country is a country with large tourism resources, a vast land and rich resources, and a long-standing cultural tradition. In the past 20 years, China

has developed from a country with large tourism resources to a major tourist country in Asia. In the future, In 20 years, China will become a world tourism power

. According to the World Tourism Organization's predictions, by 2020, my country will become the world's largest tourist destination and the world's fourth largest source of tourists. By then, China will receive up to 1,000 inbound tourists per year. 137 million, every year

There will also be 100 million Chinese tourists who will travel abroad.

The domestic tourism market potential in our country is also very huge. The tourism awareness of 1.2 billion ordinary people has only just emerged. Domestic tourism revenue accounts for a small proportion of the gross national product. , with the growth of the economy, national tourism awareness

will have an accelerated growth process. The current boom of the "holiday economy" is precisely the result of people's tourism awareness

and the support of national policies. combined results.

According to the forecast figures of the National Tourism Administration, my country’s international tourism foreign exchange revenue will reach 52 billion to 75 billion US dollars in 2020

An increase of 3.1 times to 4.9 times; domestic tourism revenue will reach 19,000 billion to 2.7 trillion yuan, an increase of 6.9 times to 10.3 times. By then, total tourism revenue will exceed 3.3 trillion yuan, equivalent to 8% of GDP, nearly double the current level. & 127; > North American nielsen & 127; Media & 127; Research 1999 112,400,000 40%

British NOP & 127; Research 10,600,000 16%

Japan asia & 127; , 000,000 14.4%

Germany GFK October 1998 7,300,000 8.7%

China Xinhua News Agency June 1999 4,000,000 0.26%

According to Gallup/ According to a recent survey by Fortune, only 14% of the people in China know what the Internet is, and nearly 90% of the people have never touched a computer at all. However, the situation will soon change. Within the next two years, China will become the leading Internet power in the Asia-Pacific region. Yankee Group predicts that as of 2001 , China will have 40 million people online. Before 2005, China will surpass the United States and become the world's largest Internet country.

As for the purchasing power of China’s online population, it seems that “quantity” wins at first. China's population is four times that of the United States and Canada combined, so it will only be a matter of time before it replaces the North American market. At present, investment in the Chinese market is still concentrated on

hardware network architecture, but Chinese consumers will also have a higher willingness and purchasing power to engage in online business

economic activities. According to Forrester&127;Research's forecast, by the end of this year, China's e-commerce market (

including B2B and B2C) will reach 42 million U.S. dollars. Although there is still a long way to go compared to the U.S.'s 137 billion U.S. dollars, the gap is

It is shrinking significantly (reaching 3.8 billion and 1.3 trillion respectively in 2003).

In the 21st century, our country will usher in a golden age of tourism development. At the same time, the domestic application of the Internet and e-commerce will also

be surging. In this context, the relationship between tourism and e-commerce Rapid integration will reflect a greater reality

The IT industry expects online tourism to become the creator of China's Internet e-commerce miracle. Similarly, tourism industry players also look forward to the Internet Tourism brings a new atmosphere to the industry.

3. The promotion effect of tourism e-commerce on my country’s tourism industry

The vigorous development of my country’s tourism industry is the basis for the widespread application of tourism e-commerce. The form of tourism e-commerce

The emergence will also promote the healthy growth of domestic tourism. Industry insiders believe that the development and promotion of tourism e-commerce transaction networks will not only enable domestic tourism products to quickly go global, but also solve the payment and settlement deadlines of the tourism industry through online settlement. Long, serious delinquency problem.

(1) E-commerce is conducive to solving the problem of overseas arrears as soon as possible

The problem of overseas arrears has always been a big obstacle to the development of our country’s tourism industry, and in the long run it will have a negative impact on our country’s tourism industry

Development will have a significant negative impact. The main reason for this situation is the intensifying competition among domestic tourism industries

In particular, the scale of the travel agency industry and the hotel industry continues to expand, and tourism service companies The number continues to increase, and the growth rate of my country's international inbound tourism market is far less than the speed of new tourism companies, resulting in a very common phenomenon of vicious competition dominated by low-price competition. . At the same time, a considerable number of overseas travel agencies use the "receive first and collect payment later" method to maliciously default on payments, resulting in bad debts and dead debts, which have also spread to domestic travel agencies and formed a triangular debt phenomenon.

Developing tourism e-commerce and realizing instant and real-time collection and payment on the Internet with the help of electronic means can eliminate the environmental foundation on which overseas arrears depend and fundamentally change overseas arrears. payment phenomenon.

(2) E-commerce is conducive to enhancing the international competitiveness of our country’s tourism industry

The application of tourism e-commerce can be used as a new marketing tool for our country’s tourism industry and enhance our country’s tourism industry< /p>

’s external competitiveness has accumulated potential for the long-term development of the tourism industry. At present, there is little room for my country's tourism to rely on the market for spontaneous growth.

The market is beginning to transform from spontaneous growth to promotional growth. Improving promotional effects will be the key to China's tourism industry.

The key to maintaining long-term rapid growth. The use of tourism e-commerce can firstly enable tourism products to penetrate into families in source countries while facing many foreign travel agents. The realization of instant purchase can also provide opportunities for individual tourists

< p>Provides great convenience. In my country's inbound tourism market, individual travelers have always accounted for about 60%, and indicators such as per capita expenditure and number of days of stay are much higher than those of groups. E-commerce can adapt to the needs of the international individual traveler wave and is purely oriented to The promotion method of travel agents has changed to a three-dimensional and all-round promotion form.

2. The basis and constraints for the development of tourism e-commerce in China

(1) The basis for the development of tourism e-commerce

1. Technical basis: from a technical point of view , the tourism industry already has the basic conditions for applying e-commerce. The rapid advancement of network

transmission technology has made online transactions a reality. Online transaction qualification certification, online contract signing, and online payment completion have all been technically solved. . At the same time, the newly developed online simulation technology and panoramic technology also provide consumers with the possibility of fully understanding the product before purchasing. Since tourism is a kind of

off-site consumption, tourist attractions are full of perceptual value, and the personalized demand for tourism products is very significant. Therefore,

network virtual technology is very important for tourists to master in advance. The information aspect of purchased travel products is of great significance. Tourists can

have a virtual all-round experience through the Internet when choosing products to determine the value of the product. They can also

put forward their own special requirements online. Realize product "customization" service.

2. Policy basis: The application of e-commerce in my country's tourism industry has its own favorable policy orientation. The world's network economy is developing rapidly, and tourism is an industry driven by time and information. It uses time and communication as the basis of competition. Our country has realized that the development of E-commerce is of great significance to keeping up with world trends and ensuring sustained economic growth

A plan framework for vigorously developing e-commerce has been proposed, which provides a good foundation for the application of e-commerce in the tourism industry

Great environment. At the same time, the National Tourism Administration and local tourism bureaus have recognized the importance of tourism e-commerce and have taken an important step in building websites. my country's tourism industry has already laid the foundation and prototype for the development of e-commerce.

3. Enterprise foundation: Tourism service companies are the most important users of tourism e-commerce and the main

beneficiaries. For small and medium-sized enterprises that are not strong but urgently need to expand business channels, tourism e-commerce can greatly make up for their disadvantages of small market network and low visibility, and provide them with broader development opportunities and more equality.

Competition conditions. Among the enterprises engaged in the tourism business in my country, most travel agencies are small and medium-sized enterprises, and hotel enterprises have relatively large fixed assets, but their marketing networks are weak.

Through publicity on the Internet

Answer: ranxiangwen - Doorman Level 2 5-19 16:59

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