京东集团盈利模式优化研究

发布时间：2018-03-04 19:30

本文选题：电子商务　切入点：盈利模式　出处：《哈尔滨工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：近几年来,随着互联网技术在我国的不断提升和互联网行业的不断发展,我国的网络用户总数也随之飞速增长,这一变化在无形之中为我国的B2C电子商务事业带来了显著的发展。随之而来的,是大量B2C电子商务网站的建设完成和开始运营。由于B2C电子商务已经成为了未来发展的主要趋势之一,这使得我国许多传统的生产企业也纷纷将自己企业未来的发展方向定在B2C电子商务企业上,纷纷建设了属于自己企业的B2C电子商务平台,这一变化从客观角度更加有力的推动了我国B2C电子商务领域的快速发展。由于网上的购物平台具有购物方便、无需排队等候、种类繁多、营业时间24小时等特点和优势,得到了大部分网民的支持与认可。越来越多的企业包括部分传统企业,都着手将电子商务经营模式转化,作为企业经营的主要贸易手段,纷纷将企业目前的经营方式开始由线下转变为线上。电子商务如今已经成为了我国企业与企业之间、企业与个人之间、个人与个人之间最主要也是最重要的交易方式之一。本文在开篇之初,首先对本文的研究背景、研究目的及研究意义进行了阐述,同时,通过对国内外有关盈利模式的研究现状的简单梳理,大致了解了我国在当前的趋势和所处的发展环境下、电子商务企业盈利模式优化研究的研究现状,并根据现状提出了本文的研究内容、研究方法,最后根据上述内容整体构建了本文的研究框架。随后,在第二章节首先对所研究企业进行了简单的介绍,在介绍了当前我国的电子商务盈利模式的种类之后,深入的从企业的成本、竞争压力、物流体系、服务状态这四个方面分析了京东集团当前盈利模式所存在的问题并简要的分析了导致这些问题的成因。然后通过PEST分析、平行行业分析、盈利模式财务效果分析、皮尔逊线性相关分析以及多元回归分析等分析方法,深入探讨导致京东集团盈利模式出现问题的因素及盈利模式组成部分对盈利的贡献度,并根据这些因素得出盈利模式优化设计的总体思想,并进行相应的盈利模式优化设计。最后根据新的盈利模式优化设计方案提出一系列的实施保障措施。
[Abstract]:In recent years, with the continuous improvement of Internet technology in China and the continuous development of the Internet industry, the total number of Internet users in China has also increased rapidly. This change has brought about remarkable development for B2C e-commerce in China. B2C e-commerce has become one of the main trends in the future. As a result, many traditional manufacturing enterprises in our country have decided their future development direction on B2C e-commerce enterprises, and have built their own B2C e-commerce platform. This change has pushed forward the rapid development of B2C e-commerce in China from an objective point of view. Because the shopping platform on the Internet has the characteristics and advantages of convenient shopping, no need to wait in line, a wide variety of types, and 24 hours of business hours, etc. Has been supported and recognized by most netizens. More and more enterprises, including some traditional enterprises, are beginning to transform their e-commerce business models as the main means of trade for their business operations. One after another, the current business mode of enterprises has begun to change from offline to online. E-commerce has now become the relationship between enterprises and enterprises in our country, between enterprises and individuals. At the beginning of this paper, the background, purpose and significance of the research are discussed. By simply combing the research status quo of the profit model at home and abroad, this paper gives a general understanding of the current research situation of the profit model optimization of e-commerce enterprises in China under the current trend and the development environment in which it is located. According to the current situation, this paper puts forward the research content, research methods, and finally constructs the research framework according to the above contents. Then, in the second chapter, the research enterprises are introduced briefly. After introducing the current types of e-commerce profit models in our country, from the cost of enterprises, competition pressure, logistics system, This paper analyzes the problems existing in the current profit model of JingDong Group and briefly analyzes the causes of these problems. Then through PEST analysis, parallel industry analysis, financial effect analysis of profit model, Pearson linear correlation analysis, multiple regression analysis and other analysis methods, in-depth study of the causes of problems in the profit model of JingDong Group and the contribution of profit model components to profit, According to these factors, the general idea of profit mode optimization design is obtained, and the corresponding profit mode optimization design is carried out. Finally, a series of implementation safeguard measures are put forward according to the new profit mode optimization design scheme.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F715.5

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