Roles and Strategies of Electronic Intermediaries in Electronic Commerce

电子中间商通过使用电子手段在制造商和批发商或批发商和零售商之间进行干预，平稳而高效地分发商品和服务。在本研究中，我们将中间商的角色安排为市场调研和收集信息功能、挑选和分类商品功能等十种。接下来，我们将电子中介分为四类：电子市场(EMP)、商品分销中介、信息中介和服务中介。并对他们的优秀案例进行了研究。这些案件包括我们通过采访公司总裁和审查有关公司的文件和报告进行调查的案件。我们利用调查结果，汇编了电子中介所需的功能。并对电子中介的未来发展战略提出了建议。中介机构的角色各不相同。例如，emp帮助公司传递货物并确保达成和解变得很重要，因为通常情况下，使用emp的公司彼此不太了解。在货物分销中介中，由于公司处理的是真实的货物，分销功能变得重要起来。在信息中介中，分析客户公司所需的信息，并及时提供分析结果是重要的。在互联网盛行的信息密集型社会中，中介机构在不久的将来将业务转移到更高效的电子中介是最好的生存策略。

The electronic intermediaries distribute goods and service smoothly and efficiently, by intervening between manufacturers and wholesalers or wholesalers and retailers using electronic means. In this research, we arranged the roles of the intermediaries to ten kinds such as marketing research and gathering information function, choosing and assorting goods function. Next, we classified electronic intermediation into four groups : e-marketplace(eMP), goods distribution intermediation, information intermediation, and service intermediation. And we have made research on their excellent cases. The cases include the ones which we investigated by having interviews with the presidents of companies and examining the papers and reports written about the companies. We made use of the findings and compiled the functions demanded from the electronic intermediation. And we suggest the future strategy of the electronic intermediaries. The roles of the intermediaries are different from each other. For example, it becomes important that eMP helps companies pass goods and make a settlement surely, because usually, the companies using eMP do not know each other well. In goods distribution intermediation, as the companies handle real goods, the distribution function becomes important. In information intermediation, analysis of the information that customer companies demand, and a timely offering of the analysis results are important. In the information-intensive society that the Internet has prevailed, it is the best strategy for surviving for the intermediaries to transfer their business into more efficient electronic intermediation in the near future.