Business to Business (B2B) adalah model bisnis yang dengan penjualan produk atau jasa dari bisnis untuk bisnis, bukan langsung kepada konsumen akhir, walaupun pada akhirnya barang dan jasa akan menjadi produk konsumsi.
Kalau Anda pernah membongkar ponsel pintar buatan Apple Inc misalkan, Anda pasti akan menemukan banyak komponen tersusun di dalamnya, mulai dari baterai, processor, memori penyimpanan, layar kaca, dan berbagai komponen penting lainnya.Berbagai komponen yang tersusun dalam sebuah ponsel pinter Apple, bukanlah semuanya buatan Apple, contohnya seperti komponen baterai yang dipasok dari perusahaan Samsung dan LG, atau misalkan chipsetnya yang diproduksi oleh Taiwan Semiconductor Manufacturing Co.
Itu yang dinamakan B2B, jadi sebuah perusahaan melakukan produksi untuk mensuplai dan mendukung bisnis perusahaan lainnya. Sebuah perusahaan yang memproduksi barang jadi pasti membutuhkan barang baku yang mungkin berasal dari perusahaan lain. Ini adalah simbiosis mutualisme dalam bisnis, karena sebuah perusahaan mungkin tidak bisa sepenuhnya menyediakan segala apa yang dibutuhkan, salah satunya terkendala soal sumber daya dan efisiensi. Ambil sederhana saja, mungkin hampir semua web resmi perusahaan itu dibuat dengan menggunakan jasa konsultan pengembangan web, atau program terintegrasi yang gunakan untuk manajemen sistem berasal dari perusahaan pengembang software dan IT.
Model B2B tertu berbeda dengan Business to Consumer atau B2C, kalau B2B fokus untuk industri atau bisnis lain, sedangkan B2C pada consumer centric. Perbedaan dari keduanya tentu juga membuat banyak perbedaan dalam pemasaran walaupun menggunakan media yang sama. Ketika menggunakan pendekatan media sosial, masing-masing harus disesuaikan pada karateristik yang berbeda. Layanan relasi publik mungkin tidak terlalu dibutuhkan dalam B2B sebaaimana B2C, karena B2B lebih fokus pada solusi dan pengalaman bisnis menghadirkan trust bagi bisnis lainnya.
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