發(fā)布時間：2018-03-24 20:30

  本文選題：壹玖壹玖酒類平臺公司　切入點：盈利模式　出處：《蘭州財經(jīng)大學(xué)》2017年碩士論文

【摘要】：網(wǎng)絡(luò)帶給人們財富與便利的同時,也沖擊著傳統(tǒng)行業(yè)的生產(chǎn)發(fā)展。面對新的挑戰(zhàn),許多傳統(tǒng)行業(yè)紛紛通過與互聯(lián)網(wǎng)結(jié)合來進(jìn)一步擴(kuò)大規(guī)模以尋求出路。酒類流通行業(yè)受到不利于其發(fā)展的政策、經(jīng)濟(jì)的影響,行業(yè)的銷售額增速減緩。傳統(tǒng)酒類經(jīng)銷商急需借助互聯(lián)網(wǎng)來轉(zhuǎn)型升級,許多的酒類電商紛紛成立,甚至入駐大的電商平臺搶占市場,酒類電商交易規(guī)模增長速度迅猛。然而現(xiàn)階段我國酒類電商大多處于虧損狀態(tài),其盈利模式存在缺陷是其虧損的重要原因之一。壹玖壹玖酒類平臺公司作為一家典型且盈利的酒類電商,其盈利模式受到學(xué)術(shù)界和實務(wù)界的廣泛關(guān)注。文章選取壹玖壹玖酒類平臺公司為例,運用盈利模式的“價值創(chuàng)造結(jié)構(gòu)+五個要素”分析框架對其盈利模式進(jìn)行分析,并與競爭對手盈利模式橫向?qū)Ρ?得出壹玖壹玖公司是線上線下相結(jié)合的方式進(jìn)行商品銷售。線上通過提供平臺服務(wù)擴(kuò)大收入來源、線下通過加盟方式擴(kuò)張直管店促進(jìn)線上線下業(yè)務(wù)協(xié)同發(fā)展。其依靠直管店擴(kuò)張構(gòu)建全國的物流體系,將線下的直管店發(fā)揮貨物存儲以及物流配送站點的作用,大大地節(jié)約了成本,并充分利用自身的資源能力優(yōu)勢擴(kuò)大收入來源獲得盈利。文章并就其盈利模式的不足提出完善建議。以期為其他酒類電商的發(fā)展提供借鑒。
[Abstract]:While the network brings people wealth and convenience, it also impacts on the production and development of traditional industries. Many traditional industries have further expanded their scale to find a way out by combining with the Internet. The liquor circulation industry has been affected by policies that are not conducive to its development and by the impact of the economy. Sales growth in the industry has slowed. Traditional liquor dealers urgently need the help of the Internet to transform and upgrade, and many of the wine ecommerce companies have set up, or even moved to major e-commerce platforms to seize the market. The scale of ecommerce trade of liquor is growing rapidly. However, most of the ecommerce of alcohol in China is in a state of loss at present. The defect of its profit model is one of the important reasons for its loss. As a typical and profitable ecommerce of liquor, Its profit model has been widely concerned by the academic and practical circles. This paper selects one nine wine platform company as an example, and analyzes its profit model by using the "five elements of value creation structure" analysis framework of profit model. Compared with the profit model of competitors, it is concluded that one Nine 1nine company is a combination of online and offline products sales. Online through the provision of platform services to expand revenue sources, Offline expansion of direct-management stores through the way of joining to promote the coordinated development of on-line and off-line business. It relies on the expansion of direct-management stores to build up a national logistics system, bringing offline direct-management stores into play the role of goods storage and logistics distribution stations. It saves the cost greatly, and makes full use of the advantage of its own resources to enlarge the income source to gain profit. The article also puts forward some perfect suggestions on the deficiency of its profit mode, in order to provide reference for the development of other wine ecommerce.
【學(xué)位授予單位】：蘭州財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F426.82;F715.5

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本文編號：1659910