本文選題：電子商務(wù)企業(yè)　切入點(diǎn)：唯品會(huì)　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(jì)算機(jī)技術(shù)和信息技術(shù)的不斷革新,互聯(lián)網(wǎng)在進(jìn)入21世紀(jì)以來(lái)得到了快速發(fā)展。截至2015年12月,我國(guó)互聯(lián)網(wǎng)的普及率已經(jīng)達(dá)到50.3%。在這樣的時(shí)代背景下,不斷有新的企業(yè)進(jìn)入互聯(lián)網(wǎng)行業(yè),互聯(lián)網(wǎng)企業(yè)紛紛通過(guò)為消費(fèi)者提供創(chuàng)新服務(wù)來(lái)獲得源源不斷的利潤(rùn)。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(huì)已經(jīng)連續(xù)16個(gè)季度盈利,而盈利模式的最本質(zhì)的目的就是獲得利潤(rùn)。因此,研究唯品會(huì)的盈利模式對(duì)同行業(yè)的發(fā)展具有很大的借鑒意義。價(jià)值鏈?zhǔn)瞧髽I(yè)進(jìn)行各個(gè)活動(dòng)的價(jià)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(jià)值鏈結(jié)構(gòu)的盈利模式能夠創(chuàng)造更多的價(jià)值,是企業(yè)處于行業(yè)優(yōu)勢(shì)地位的關(guān)鍵。本文首先對(duì)價(jià)值鏈理論與盈利模式理論進(jìn)行分析,在此基礎(chǔ)上分析了唯品會(huì)的價(jià)值鏈,并闡述了該價(jià)值鏈與盈利模式的關(guān)系,揭示了盈利模式的核心——“價(jià)值鏈創(chuàng)造機(jī)制”。在價(jià)值鏈協(xié)同視角下,分析研究了唯品會(huì)的盈利模式,對(duì)唯品會(huì)盈利模式的五個(gè)構(gòu)成要素,即盈利對(duì)象、盈利點(diǎn)、盈利來(lái)源、盈利杠桿以及盈利屏障進(jìn)行分析。最后,在財(cái)務(wù)視角下對(duì)唯品會(huì)的盈利模式進(jìn)行評(píng)價(jià)。通過(guò)對(duì)唯品會(huì)盈利模式的研究,本文發(fā)現(xiàn)唯品會(huì)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(duì)客戶服務(wù)和客戶價(jià)值的重視。例如,專業(yè)買(mǎi)手團(tuán)隊(duì),關(guān)注廠商品質(zhì)與信譽(yù)等。其次,唯品會(huì)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(gòu)樂(lè)峰網(wǎng)去擴(kuò)大規(guī)模。雖然,唯品暫時(shí)還不能與京東在規(guī)模上相媲美,但可以看出,唯品會(huì)現(xiàn)有的盈利模式呈現(xiàn)較好的態(tài)勢(shì),今后的發(fā)展?jié)摿σ彩遣蝗莺鲆暤�。再�?唯品會(huì)的落地式配送和中心倉(cāng)儲(chǔ)模式也是好的盈利模式的體現(xiàn),它彌補(bǔ)了定位城市物流的不足,然后為其獲得利潤(rùn)奠定了基礎(chǔ)。本文經(jīng)過(guò)一定的財(cái)務(wù)分析后,我們發(fā)現(xiàn)倉(cāng)儲(chǔ)和物流已經(jīng)漸漸形成規(guī)模效應(yīng),在今后會(huì)更加有助于唯品會(huì)持久盈利的實(shí)現(xiàn)。由于上述的特有的盈利模式,才使唯品會(huì)在同行業(yè)處于領(lǐng)先地位。根據(jù)上述的結(jié)論,本文對(duì)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(jià)值鏈中的價(jià)值創(chuàng)造活動(dòng)被優(yōu)化。電子商務(wù)企業(yè)良好的信譽(yù)及品質(zhì)形象能給企業(yè)帶來(lái)比利潤(rùn)更加持久的客戶價(jià)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(duì)自己進(jìn)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(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F274;F715.5

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