Roles and Strategies of Electronic Intermediaries in Electronic Commerce

电子中介人通过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，顺利而有效地分销商品和服务。在本研究中，我们将中介机构的角色划分为市场调研与信息收集功能、商品选择与分类功能等十种。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。我们对他们的优秀案例进行了研究。这些案例包括我们通过与公司总裁面谈和审查有关公司的文件和报告来调查的案例。我们利用调查结果，编制了电子中介所需的功能。并对电子中介机构的未来发展策略提出了建议。中介体的角色彼此不同。例如，使用eMP的公司通常彼此不太了解，因此eMP帮助公司通过货物并进行结算就变得很重要。在商品分销中介中，由于公司处理的是实物，分销功能变得很重要。在信息中介中，分析客户公司所需要的信息，并及时提供分析结果是很重要的。在互联网盛行的信息密集型社会中，中介人在不久的将来将其业务转移到更有效的电子中介中是生存的最佳策略。

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.