苏宁云商的盈利模式研究
发布时间：2018-07-13 21:48
【摘要】：随着互联网的普及,网络技术的发展和人民生活水平的提高,我国的电子商务蓬勃发展,市场规模不断扩大,但是由于我国的电子商务产业尚未成熟、对口专业人才不多等因素,多数企业尚不能够盈利。本文以O2O代表企业苏宁云商为例,细致分析其盈利模式,以期对公司的盈利模式和经营策略提出合理化的建议,以供其他企业参考。本文运用文献研究法和对比分析法对苏宁云商盈利模式进行分析研究。文章在相关理论介绍部分对盈利模式的起源、定义、分类、以及盈利模式的构成要素进行了详细的描述。其次,对苏宁云商的盈利模式构成要素和相关财务指标进行了详细的分析,并选取竞争对手京东商城和国美电器,从盈利模式的构成要素方面进行了对比分析,由此分析出了苏宁云商盈利模式存在的一些严重的问题,然后细致的分析了苏宁云商盈利模式的在行业竞争中的优势以及它的不足之处,最后针对苏宁云商盈利模式存在的问题和不足之处提出了行之有效的改进措施,以期能够对苏宁云商的发展起到帮助的作用。通过研究发现苏宁云商的盈利模式在盈利能力方面,线上线下业务方面和物流方面都存在着一些影响企业发展且需要及时解决的问题。在盈利方面主要是在转型期造成了苏宁盈利水平的下降,而盈利水平下降的原因主要是因为在转型初期苏宁在电商领域还没有形成强有力的竞争优势,也是由于对线上业务的倾斜使得苏宁线下实体店的优势地位遭到了一定程度上的削弱,还有就是多领域经营使得经营成本增加等因素。推行差异化品牌战略以满足消费者个性化的需求;利用线下实体店的优势巩固主营业务市场份额;从农村和海外市场入手开发主营业务的新兴市场;通过合作巩固线下实体店的营业收入,以此来扭转盈利水平下降的局面。线上线下业务方面的问题包括:两者业务冲突问题、流量带入方式不适、线上占有率低、缺乏良好的用户体验等。通过线上引流线下,提升供应链柔性生产能力;打造全新的线下客户体验模式来达到提高运营管理和客户管理的目的。物流方面的问题体现在运输环节、配送环节、基础设施建设方面、资源配送方面和物流中心选址方面。完善物流配送信息系统;重视物流人才的培养和基础设施的建设;优化网端终点;科学选择物流配送中心地址。
[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.
【学位授予单位】：沈阳工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6
[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.
【学位授予单位】：沈阳工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6
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