【摘要】：隨著互聯(lián)網(wǎng)的普及,網(wǎng)絡技術的發(fā)展和人民生活水平的提高,我國的電子商務蓬勃發(fā)展,市場規(guī)模不斷擴大,但是由于我國的電子商務產(chǎn)業(yè)尚未成熟、對口專業(yè)人才不多等因素,多數(shù)企業(yè)尚不能夠盈利。本文以O2O代表企業(yè)蘇寧云商為例,細致分析其盈利模式,以期對公司的盈利模式和經(jīng)營策略提出合理化的建議,以供其他企業(yè)參考。本文運用文獻研究法和對比分析法對蘇寧云商盈利模式進行分析研究。文章在相關理論介紹部分對盈利模式的起源、定義、分類、以及盈利模式的構成要素進行了詳細的描述。其次,對蘇寧云商的盈利模式構成要素和相關財務指標進行了詳細的分析,并選取競爭對手京東商城和國美電器,從盈利模式的構成要素方面進行了對比分析,由此分析出了蘇寧云商盈利模式存在的一些嚴重的問題,然后細致的分析了蘇寧云商盈利模式的在行業(yè)競爭中的優(yōu)勢以及它的不足之處,最后針對蘇寧云商盈利模式存在的問題和不足之處提出了行之有效的改進措施,以期能夠對蘇寧云商的發(fā)展起到幫助的作用。通過研究發(fā)現(xiàn)蘇寧云商的盈利模式在盈利能力方面,線上線下業(yè)務方面和物流方面都存在著一些影響企業(yè)發(fā)展且需要及時解決的問題。在盈利方面主要是在轉型期造成了蘇寧盈利水平的下降,而盈利水平下降的原因主要是因為在轉型初期蘇寧在電商領域還沒有形成強有力的競爭優(yōu)勢,也是由于對線上業(yè)務的傾斜使得蘇寧線下實體店的優(yōu)勢地位遭到了一定程度上的削弱,還有就是多領域經(jīng)營使得經(jīng)營成本增加等因素。推行差異化品牌戰(zhàn)略以滿足消費者個性化的需求;利用線下實體店的優(yōu)勢鞏固主營業(yè)務市場份額;從農村和海外市場入手開發(fā)主營業(yè)務的新興市場;通過合作鞏固線下實體店的營業(yè)收入,以此來扭轉盈利水平下降的局面。線上線下業(yè)務方面的問題包括:兩者業(yè)務沖突問題、流量帶入方式不適、線上占有率低、缺乏良好的用戶體驗等。通過線上引流線下,提升供應鏈柔性生產(chǎn)能力;打造全新的線下客戶體驗模式來達到提高運營管理和客戶管理的目的。物流方面的問題體現(xiàn)在運輸環(huán)節(jié)、配送環(huán)節(jié)、基礎設施建設方面、資源配送方面和物流中心選址方面。完善物流配送信息系統(tǒng);重視物流人才的培養(yǎng)和基礎設施的建設;優(yōu)化網(wǎng)端終點;科學選擇物流配送中心地址。
[Abstract]:With the popularization of the Internet, the development of network technology and the improvement of people's living standard, the electronic commerce of our country develops vigorously, the market scale expands constantly, but the electronic commerce industry of our country is not mature yet. Counterpart professional talent is not many factors, most enterprises are not yet able to profit. Taking O _ 2O as an example to represent Su Ning cloud quotient, this paper makes a detailed analysis of its profit model, in order to put forward some reasonable suggestions on the profit mode and management strategy of the company, so as to provide reference for other enterprises. This paper uses the method of literature research and comparative analysis to analyze the profit model of Su Ning cloud business. In this part, the origin, definition, classification and components of profit model are described in detail. Secondly, the paper makes a detailed analysis of the components of Su Ning cloud business profit model and related financial indicators, and selects competitors JingDong Mall and Gome to make a comparative analysis from the component elements of the profit model. This paper analyzes some serious problems existing in the Su Ning cloud business profit model, and then analyzes the advantages and disadvantages of the Su Ning cloud business profit model in the industry competition. Finally, the paper puts forward some effective measures to improve the profit model of Su Ning cloud merchants in order to help the development of Su Ning cloud merchants. Through the research, it is found that there are some problems that affect the development of enterprises and need to be solved timely in the profitability of Su Ning cloud business, online and offline business and logistics. In terms of profitability, the decline in Su Ning profitability is mainly due to the fact that Su Ning did not have a strong competitive advantage in e-commerce at the beginning of the transition period, and the main reason for the decline was that in the early stage of the transition, Su Ning did not have a strong competitive advantage in the field of e-commerce. It is also due to the tilt of online business that the advantage of Su Ning offline physical stores has been weakened to a certain extent, and the multi-domain operation has increased the operating costs and other factors. To implement the differentiated brand strategy to meet the individual needs of consumers; to consolidate the market share of the main business by using the advantages of offline physical stores; to develop the emerging market of the main business from the rural and overseas markets; Through cooperation to consolidate the line of physical stores operating income, in order to reverse the decline in profit levels. The problems of online and offline services include: the conflict of the two services, the discomfort of the way of traffic brought in, the low share of online, the lack of good user experience and so on. Through the line drainage line, enhance the supply chain flexible production capacity; create a new offline customer experience mode to achieve the purpose of improving operation management and customer management. The problems of logistics include transportation, distribution, infrastructure construction, resource distribution and logistics center location. Improve the logistics distribution information system; attach importance to the cultivation of logistics personnel and infrastructure construction; optimize the end of the network; scientifically select the location of logistics distribution center.
【學位授予單位】：沈陽工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6

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