本文關鍵詞：蘇寧商業(yè)模式戰(zhàn)略選擇及財務績效影響分析　出處：《浙江工商大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 商業(yè)模式 財務績效 戰(zhàn)略選擇

【摘要】：商業(yè)模式是一系列要素及其關系的概念性工具,是企業(yè)創(chuàng)造價值的核心邏輯。商業(yè)模式存在于企業(yè)的每一個成長階段,從偏遠山村的小賣部,到初具規(guī)模的中小企業(yè),再到規(guī)模龐大的跨國集團,其背后都存在一套或優(yōu)或劣的商業(yè)模式。一套成功的商業(yè)模式必定是注重描述企業(yè)的整體性和系統(tǒng)性,包含價值創(chuàng)造與價值獲取兩種機制,同時具有一定的動態(tài)性和獨特性。在企業(yè)的環(huán)境中,企業(yè)的商業(yè)模式構造是企業(yè)的頂層設計,它是一個企業(yè)良性成長發(fā)展的運行模式,將驅(qū)動一個企業(yè)的持續(xù)盈利和快速增長；它是企業(yè)科學發(fā)展的規(guī)律,高度指引著企業(yè)的總體戰(zhàn)略方針,可以說是“戰(zhàn)略的戰(zhàn)略”。因此,研究商業(yè)模式的構建具有促進企業(yè)良性發(fā)展的意義。本文試圖從要素方面來對企業(yè)的商業(yè)模式進行研究,得出可供借鑒的啟示。本文選取蘇寧云商集團作為文章的案例公司。在總結(jié)歸納之前學者對于商業(yè)模式的要素分析基礎之上,選取戰(zhàn)略定位、業(yè)務流程、關鍵資源能力以及盈利模式四個要素作為分析要素框架。蘇寧云商集團在2011年之后實施線上線下結(jié)合的雙線模式,在2011年之前蘇寧云商一直是線下零售連鎖商業(yè)模式。本文運用商業(yè)模式的要素研究框架對蘇寧云商的雙線模式進行解析,從而對蘇寧云商集團的商業(yè)模式優(yōu)缺點作出分析評價,并為其他傳統(tǒng)零售行業(yè)的商業(yè)模式發(fā)展提供一些參考性意見。在對上述商業(yè)模式戰(zhàn)略選擇進行分析后,本文通過對蘇寧云商集團的財務數(shù)據(jù)、財務指標的分析,進而對蘇寧云商集團在商業(yè)模式轉(zhuǎn)變過程中帶來的財務績效以及財務報表方面的影響進行評述。同時本文將蘇寧云商集團與國美電器的財務績效進行橫向的比較分析,更為直觀地揭示蘇寧云商商業(yè)模式對財務績效所帶來的影響。最后,本文以SWOT法和視角對蘇寧云商的商業(yè)模式戰(zhàn)略選擇進一步進行分析,得出一個總體的評述與結(jié)論,并對蘇寧云商集團的商業(yè)模式發(fā)展建設及其他大型零售企業(yè)商業(yè)模式發(fā)展提供借鑒與啟示。經(jīng)過研究,本文得到了下列結(jié)論：(1)蘇寧云商推進企業(yè)的改革,轉(zhuǎn)變自身商業(yè)模式是正確的戰(zhàn)略選擇；(2)蘇寧的商業(yè)模式實現(xiàn)了線上線下融合效應；(3)蘇寧的財務虧損可以通過商業(yè)模式落成之后的長遠發(fā)展進行扭轉(zhuǎn)。根據(jù)結(jié)論,本文得到的啟示如下：(1)傳統(tǒng)零售企業(yè)商業(yè)模式轉(zhuǎn)型勢在必行；(2)O2O商業(yè)模式滿足傳統(tǒng)零售企業(yè)的轉(zhuǎn)型需要；(3)傳統(tǒng)零售企業(yè)要立足自身優(yōu)勢進行商業(yè)模式整合創(chuàng)新。
[Abstract]:The business model is a series of elements and the relationship between the conceptual tools is the core logic of value creation of enterprises. Business model exists in every growth stage of enterprises, from the remote village canteen, to a certain scale of small and medium-sized enterprises, to large multinational group, behind the existence of a set of or superior or bad business model. A successful business model must be pay attention to describe the integrity and the system of the enterprise, including two kind of value creation mechanism and value, also has dynamic and unique. In the business environment, business model construction of enterprise is the top-level design enterprise, it is the mode of operation the development of healthy growth of an enterprise, will drive the sustained profitability of an enterprise and the rapid growth of enterprises; it is the laws of scientific development, the height of guide the overall strategy of enterprises, can be said to be "the strategy of war Slightly. Therefore, with the promotion of the healthy development of the enterprise business model based on the meaning construction. This paper tries to research on the business model elements to draw inspiration for reference. This paper selects the Su ningyun group as a case, the article. Scholars in the summary before the elements of business model on the basis of the analysis selection, strategic positioning, business process, key resource capacity and profit model of four factors as the factor analysis framework. Dual mode combination of Su ningyun group to implement the line after 2011, before 2011, Su ningyun has been offline retail chain business model. This paper uses dual mode elements in the research framework of the business model of Su ningyun analysis, evaluation of Su ningyun group business model advantages and disadvantages, and other traditional retail business To provide some references for industry development mode. In the analysis of the business model of strategic choice, this paper through the financial data of Su ningyun group, the analysis of financial index, and then discussed on Su ningyun group in the process of business model transformation brought by the financial performance and financial aspects of the report. At the same time the author makes a comparison of Su ningyun group and Gome's financial performance, a more intuitive way to reveal the effect of Su ningyun business model brings to the financial performance. Finally, based on the SWOT method and the perspective of Su ningyun commercial further analysis on the strategic choice of business model, obtained a general review and the conclusion provides reference and inspiration for the construction and development of Su ningyun group's business model and other large retail enterprise business model development. After the study, we get the following. Theory: (1) Su ningyun to promote the reform of enterprise, change their business model is the correct strategic choice; (2) Suning business model to achieve the integration of online and offline effect; (3) Suning financial losses can reverse the long-term development through the business model completed. According to the conclusions obtained in this paper. The implications are as follows: (1) imperative transformation of the business model of traditional retail business; (2) O2O business model to meet the needs of the transformation of the traditional retail enterprises; (3) the traditional retail enterprises should be based on their own advantages to the integration and innovation of business model.

【學位授予單位】：浙江工商大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F272;F715;F721.7

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