苏宁商业模式战略选择及财务绩效影响分析

发布时间：2017-12-31 15:26

本文关键词：苏宁商业模式战略选择及财务绩效影响分析　出处：《浙江工商大学》2015年硕士论文　论文类型：学位论文

【摘要】：商业模式是一系列要素及其关系的概念性工具,是企业创造价值的核心逻辑。商业模式存在于企业的每一个成长阶段,从偏远山村的小卖部,到初具规模的中小企业,再到规模庞大的跨国集团,其背后都存在一套或优或劣的商业模式。一套成功的商业模式必定是注重描述企业的整体性和系统性,包含价值创造与价值获取两种机制,同时具有一定的动态性和独特性。在企业的环境中,企业的商业模式构造是企业的顶层设计,它是一个企业良性成长发展的运行模式,将驱动一个企业的持续盈利和快速增长；它是企业科学发展的规律,高度指引着企业的总体战略方针,可以说是“战略的战略”。因此,研究商业模式的构建具有促进企业良性发展的意义。本文试图从要素方面来对企业的商业模式进行研究,得出可供借鉴的启示。本文选取苏宁云商集团作为文章的案例公司。在总结归纳之前学者对于商业模式的要素分析基础之上,选取战略定位、业务流程、关键资源能力以及盈利模式四个要素作为分析要素框架。苏宁云商集团在2011年之后实施线上线下结合的双线模式,在2011年之前苏宁云商一直是线下零售连锁商业模式。本文运用商业模式的要素研究框架对苏宁云商的双线模式进行解析,从而对苏宁云商集团的商业模式优缺点作出分析评价,并为其他传统零售行业的商业模式发展提供一些参考性意见。在对上述商业模式战略选择进行分析后,本文通过对苏宁云商集团的财务数据、财务指标的分析,进而对苏宁云商集团在商业模式转变过程中带来的财务绩效以及财务报表方面的影响进行评述。同时本文将苏宁云商集团与国美电器的财务绩效进行横向的比较分析,更为直观地揭示苏宁云商商业模式对财务绩效所带来的影响。最后,本文以SWOT法和视角对苏宁云商的商业模式战略选择进一步进行分析,得出一个总体的评述与结论,并对苏宁云商集团的商业模式发展建设及其他大型零售企业商业模式发展提供借鉴与启示。经过研究,本文得到了下列结论：(1)苏宁云商推进企业的改革,转变自身商业模式是正确的战略选择；(2)苏宁的商业模式实现了线上线下融合效应；(3)苏宁的财务亏损可以通过商业模式落成之后的长远发展进行扭转。根据结论,本文得到的启示如下：(1)传统零售企业商业模式转型势在必行；(2)O2O商业模式满足传统零售企业的转型需要；(3)传统零售企业要立足自身优势进行商业模式整合创新。
[Abstract]:The business model is a series of elements and the relationship between the conceptual tools is the core logic of value creation of enterprises. Business model exists in every growth stage of enterprises, from the remote village canteen, to a certain scale of small and medium-sized enterprises, to large multinational group, behind the existence of a set of or superior or bad business model. A successful business model must be pay attention to describe the integrity and the system of the enterprise, including two kind of value creation mechanism and value, also has dynamic and unique. In the business environment, business model construction of enterprise is the top-level design enterprise, it is the mode of operation the development of healthy growth of an enterprise, will drive the sustained profitability of an enterprise and the rapid growth of enterprises; it is the laws of scientific development, the height of guide the overall strategy of enterprises, can be said to be "the strategy of war Slightly. Therefore, with the promotion of the healthy development of the enterprise business model based on the meaning construction. This paper tries to research on the business model elements to draw inspiration for reference. This paper selects the Su ningyun group as a case, the article. Scholars in the summary before the elements of business model on the basis of the analysis selection, strategic positioning, business process, key resource capacity and profit model of four factors as the factor analysis framework. Dual mode combination of Su ningyun group to implement the line after 2011, before 2011, Su ningyun has been offline retail chain business model. This paper uses dual mode elements in the research framework of the business model of Su ningyun analysis, evaluation of Su ningyun group business model advantages and disadvantages, and other traditional retail business To provide some references for industry development mode. In the analysis of the business model of strategic choice, this paper through the financial data of Su ningyun group, the analysis of financial index, and then discussed on Su ningyun group in the process of business model transformation brought by the financial performance and financial aspects of the report. At the same time the author makes a comparison of Su ningyun group and Gome's financial performance, a more intuitive way to reveal the effect of Su ningyun business model brings to the financial performance. Finally, based on the SWOT method and the perspective of Su ningyun commercial further analysis on the strategic choice of business model, obtained a general review and the conclusion provides reference and inspiration for the construction and development of Su ningyun group's business model and other large retail enterprise business model development. After the study, we get the following. Theory: (1) Su ningyun to promote the reform of enterprise, change their business model is the correct strategic choice; (2) Suning business model to achieve the integration of online and offline effect; (3) Suning financial losses can reverse the long-term development through the business model completed. According to the conclusions obtained in this paper. The implications are as follows: (1) imperative transformation of the business model of traditional retail business; (2) O2O business model to meet the needs of the transformation of the traditional retail enterprises; (3) the traditional retail enterprises should be based on their own advantages to the integration and innovation of business model.

【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F715;F721.7

【相似文献】