价值链协同视角下唯品会盈利模式研究

发布时间：2018-03-14 17:19

本文选题：电子商务企业　切入点：唯品会　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着计算机技术和信息技术的不断革新,互联网在进入21世纪以来得到了快速发展。截至2015年12月,我国互联网的普及率已经达到50.3%。在这样的时代背景下,不断有新的企业进入互联网行业,互联网企业纷纷通过为消费者提供创新服务来获得源源不断的利润。而企业能否成功的生存与发展,取决于其是否能够找到适合自身的盈利模式。截止到2016年11月22日,唯品会已经连续16个季度盈利,而盈利模式的最本质的目的就是获得利润。因此,研究唯品会的盈利模式对同行业的发展具有很大的借鉴意义。价值链是企业进行各个活动的价值创造系统,它与企业的盈利模式环环相融合。因此,适应于企业价值链结构的盈利模式能够创造更多的价值,是企业处于行业优势地位的关键。本文首先对价值链理论与盈利模式理论进行分析,在此基础上分析了唯品会的价值链,并阐述了该价值链与盈利模式的关系,揭示了盈利模式的核心——“价值链创造机制”。在价值链协同视角下,分析研究了唯品会的盈利模式,对唯品会盈利模式的五个构成要素,即盈利对象、盈利点、盈利来源、盈利杠杆以及盈利屏障进行分析。最后,在财务视角下对唯品会的盈利模式进行评价。通过对唯品会盈利模式的研究,本文发现唯品会的持久盈利主要得益于其优质的盈利模式。具体表现在:首先,对客户服务和客户价值的重视。例如,专业买手团队,关注厂商品质与信誉等。其次,唯品会选择的盈利模式都是与自身发展相适应的,例如,成立三年,就在美上市,收购乐峰网去扩大规模。虽然,唯品暂时还不能与京东在规模上相媲美,但可以看出,唯品会现有的盈利模式呈现较好的态势,今后的发展潜力也是不容忽视的。再次,唯品会的落地式配送和中心仓储模式也是好的盈利模式的体现,它弥补了定位城市物流的不足,然后为其获得利润奠定了基础。本文经过一定的财务分析后,我们发现仓储和物流已经渐渐形成规模效应,在今后会更加有助于唯品会持久盈利的实现。由于上述的特有的盈利模式,才使唯品会在同行业处于领先地位。根据上述的结论,本文对同类电商企业提出了启示与建议,认为盈利模式的构建是为了更好的使价值链中的价值创造活动被优化。电子商务企业良好的信誉及品质形象能给企业带来比利润更加持久的客户价值。除了品牌形象之外,精准的定位也是同类企业需要考虑的关键因素。此外,电商企业还应该适当对自己进行推广,打造属于自己的盈利“标签”。
[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."
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F715.5

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