壹玖壹玖酒类平台公司盈利模式研究

发布时间：2018-03-24 20:30

本文选题：壹玖壹玖酒类平台公司　切入点：盈利模式　出处：《兰州财经大学》2017年硕士论文

【摘要】：网络带给人们财富与便利的同时,也冲击着传统行业的生产发展。面对新的挑战,许多传统行业纷纷通过与互联网结合来进一步扩大规模以寻求出路。酒类流通行业受到不利于其发展的政策、经济的影响,行业的销售额增速减缓。传统酒类经销商急需借助互联网来转型升级,许多的酒类电商纷纷成立,甚至入驻大的电商平台抢占市场,酒类电商交易规模增长速度迅猛。然而现阶段我国酒类电商大多处于亏损状态,其盈利模式存在缺陷是其亏损的重要原因之一。壹玖壹玖酒类平台公司作为一家典型且盈利的酒类电商,其盈利模式受到学术界和实务界的广泛关注。文章选取壹玖壹玖酒类平台公司为例,运用盈利模式的“价值创造结构+五个要素”分析框架对其盈利模式进行分析,并与竞争对手盈利模式横向对比,得出壹玖壹玖公司是线上线下相结合的方式进行商品销售。线上通过提供平台服务扩大收入来源、线下通过加盟方式扩张直管店促进线上线下业务协同发展。其依靠直管店扩张构建全国的物流体系,将线下的直管店发挥货物存储以及物流配送站点的作用,大大地节约了成本,并充分利用自身的资源能力优势扩大收入来源获得盈利。文章并就其盈利模式的不足提出完善建议。以期为其他酒类电商的发展提供借鉴。
[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.
【学位授予单位】：兰州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F426.82;F715.5

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