本文選題：電子商務(wù)企業(yè)　切入點：唯品會　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著計算機技術(shù)和信息技術(shù)的不斷革新,互聯(lián)網(wǎng)在進入21世紀(jì)以來得到了快速發(fā)展。截至2015年12月,我國互聯(lián)網(wǎng)的普及率已經(jīng)達到50.3%。在這樣的時代背景下,不斷有新的企業(yè)進入互聯(lián)網(wǎng)行業(yè),互聯(lián)網(wǎng)企業(yè)紛紛通過為消費者提供創(chuàng)新服務(wù)來獲得源源不斷的利潤。而企業(yè)能否成功的生存與發(fā)展,取決于其是否能夠找到適合自身的盈利模式。截止到2016年11月22日,唯品會已經(jīng)連續(xù)16個季度盈利,而盈利模式的最本質(zhì)的目的就是獲得利潤。因此,研究唯品會的盈利模式對同行業(yè)的發(fā)展具有很大的借鑒意義。價值鏈?zhǔn)瞧髽I(yè)進行各個活動的價值創(chuàng)造系統(tǒng),它與企業(yè)的盈利模式環(huán)環(huán)相融合。因此,適應(yīng)于企業(yè)價值鏈結(jié)構(gòu)的盈利模式能夠創(chuàng)造更多的價值,是企業(yè)處于行業(yè)優(yōu)勢地位的關(guān)鍵。本文首先對價值鏈理論與盈利模式理論進行分析,在此基礎(chǔ)上分析了唯品會的價值鏈,并闡述了該價值鏈與盈利模式的關(guān)系,揭示了盈利模式的核心——“價值鏈創(chuàng)造機制”。在價值鏈協(xié)同視角下,分析研究了唯品會的盈利模式,對唯品會盈利模式的五個構(gòu)成要素,即盈利對象、盈利點、盈利來源、盈利杠桿以及盈利屏障進行分析。最后,在財務(wù)視角下對唯品會的盈利模式進行評價。通過對唯品會盈利模式的研究,本文發(fā)現(xiàn)唯品會的持久盈利主要得益于其優(yōu)質(zhì)的盈利模式。具體表現(xiàn)在:首先,對客戶服務(wù)和客戶價值的重視。例如,專業(yè)買手團隊,關(guān)注廠商品質(zhì)與信譽等。其次,唯品會選擇的盈利模式都是與自身發(fā)展相適應(yīng)的,例如,成立三年,就在美上市,收購樂峰網(wǎng)去擴大規(guī)模。雖然,唯品暫時還不能與京東在規(guī)模上相媲美,但可以看出,唯品會現(xiàn)有的盈利模式呈現(xiàn)較好的態(tài)勢,今后的發(fā)展?jié)摿σ彩遣蝗莺鲆暤�。再�?唯品會的落地式配送和中心倉儲模式也是好的盈利模式的體現(xiàn),它彌補了定位城市物流的不足,然后為其獲得利潤奠定了基礎(chǔ)。本文經(jīng)過一定的財務(wù)分析后,我們發(fā)現(xiàn)倉儲和物流已經(jīng)漸漸形成規(guī)模效應(yīng),在今后會更加有助于唯品會持久盈利的實現(xiàn)。由于上述的特有的盈利模式,才使唯品會在同行業(yè)處于領(lǐng)先地位。根據(jù)上述的結(jié)論,本文對同類電商企業(yè)提出了啟示與建議,認(rèn)為盈利模式的構(gòu)建是為了更好的使價值鏈中的價值創(chuàng)造活動被優(yōu)化。電子商務(wù)企業(yè)良好的信譽及品質(zhì)形象能給企業(yè)帶來比利潤更加持久的客戶價值。除了品牌形象之外,精準(zhǔn)的定位也是同類企業(yè)需要考慮的關(guān)鍵因素。此外,電商企業(yè)還應(yīng)該適當(dāng)對自己進行推廣,打造屬于自己的盈利“標(biāo)簽”。
[Abstract]:With the continuous innovation of computer technology and information technology, the Internet has been developing rapidly since 21th century. As of December 2015, the popularization rate of Internet in China has reached 50.3%. New enterprises are constantly entering the Internet industry, Internet enterprises have to provide innovative services for consumers to obtain a steady stream of profits. And whether the enterprises can survive and develop successfully, As of November 22nd 2016, VIPSHOP had made 16 consecutive quarters of profits, the very essence of which was to make a profit. The study of VIPSHOP's profit model is of great significance for the development of the same industry. The value chain is a value creation system for enterprises to carry out various activities. The profit model adapted to the structure of enterprise value chain can create more value and is the key for the enterprise to be in the dominant position of the industry. Firstly, this paper analyzes the theory of value chain and the theory of profit model. On this basis, this paper analyzes VIPSHOP's value chain, expounds the relationship between the value chain and profit model, and reveals the core of profit model-"value chain creation mechanism". This paper analyzes the five constituent elements of VIPSHOP's profit model, that is, profit object, profit point, profit source, profit lever and profit barrier. From the perspective of finance, this paper evaluates VIPSHOP's profit model. Through the study of the profit model of VIPSHOP, this paper finds that the sustained profit of VIPSHOP is mainly due to its high quality profit model. The concrete performance is as follows: first of all, Attach importance to customer service and customer value. For example, professional buyer teams, focus on manufacturer quality and reputation. Secondly, the profit model chosen by VIPSHOP is suitable for his own development. For example, when he was established for three years, he listed in the United States. Buy Lefeng net to expand the scale. Although Wei Pin is not yet comparable to JingDong in terms of scale, it can be seen that the existing profit model of VIPSHOP is showing a good trend, and the development potential in the future is also not to be ignored. Again, VIPSHOP's location distribution and central warehousing model are also the embodiment of good profit model, which make up the deficiency of positioning city logistics, and then lay the foundation for its profit. We have found that warehousing and logistics have gradually formed a scale effect, which will be more conducive to the realization of VIPSHOP's lasting profits in the future. Due to the unique profit pattern mentioned above, VIPSHOP is in a leading position in the same industry. According to the above conclusions, In this paper, the enlightenment and suggestions to the similar e-commerce enterprises are put forward. It is believed that the profit model is built to optimize the value creation activities in the value chain. The good reputation and quality image of e-commerce enterprises can bring more lasting customer value than profits. Accurate positioning is also a key factor for similar companies to consider. In addition, e-commerce companies should also properly promote themselves to create their own profit "label."
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274;F715.5

【參考文獻】

相關(guān)期刊論文 前10條

1 楊卓凡;石勇;;動態(tài)市場競爭環(huán)境下電子商務(wù)企業(yè)盈利能力的影響因素研究[J];中國管理科學(xué);2016年08期

2 王慶華;董亞曉;喬艷陽;;電子商務(wù)環(huán)境下企業(yè)營運資金與盈利能力的關(guān)系研究[J];現(xiàn)代商業(yè);2016年05期

3 張先敏;王竹泉;;供應(yīng)商關(guān)系、客戶關(guān)系與經(jīng)營性營運資金管理績效[J];會計論壇;2014年01期

4 劉捷;;流動性對中國上市公司盈利能力影響研究[J];亞太經(jīng)濟;2013年06期

5 沈永言;呂廷杰;;商業(yè)模式基本概念重思[J];管理現(xiàn)代化;2011年01期

6 周強龍;徐加;;中國商業(yè)銀行的盈利模式與技術(shù)效率[J];金融論壇;2010年06期

7 楊青云;;我國電子商務(wù)上市企業(yè)盈利模式研究[J];科技情報開發(fā)與經(jīng)濟;2010年16期

8 周吉帥;徐瑜青;;基于價值鏈分析的隨機環(huán)境下的供應(yīng)鏈優(yōu)化[J];技術(shù)經(jīng)濟;2010年04期

9 趙濤;鄭詩田;;我國電子商務(wù)贏利模式研究——基于B2C網(wǎng)站的分析[J];價格理論與實踐;2009年11期

10 李靜波;;影響企業(yè)盈利能力的因素分析[J];商業(yè)經(jīng)濟;2009年07期

相關(guān)碩士學(xué)位論文 前3條

1 杜朋飛;新浪微博的盈利模式及財務(wù)評價研究[D];河北經(jīng)貿(mào)大學(xué);2015年

2 張灝;移動電子商務(wù)的盈利模式研究[D];華北電力大學(xué)（北京）;2009年

3 楊正義;電子商務(wù)贏利模式研究[D];西南財經(jīng)大學(xué);2006年

，

本文編號：1612186