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| 财务战略视角下零售电商企业盈利模式研究——以“京东”为例 摘 要 在经济增长和技术飞速发展的时代，互联网与人们的生活紧密相连，互联网的存在，如网上购物，人们的生活已然离不开互联网了。在网上进行购物消费被称为电子商务。随着技术和服务行业的逐步加深，一般的B2C电子商务系统已无法满足人们的需求，电子商务需要更快地创新并找到新的突破。为了跟上新时代的潮流，传统的电子商务行业正面临着变化，零售电子商务企业已经开始兴起，零售行业的形态也在与时俱进。企业转型将不可避免地导致大量资本流动，企业务必合理地规划资本发展并建立良好的财务策略，因为最终将影响企业的长远发展。在这一点上，研究电子商务企业的发展以及在如何选择与电子商务零售的财务策略相匹配的盈利模式就显得非常关键了。 本文采用文献归纳法、案例分析法和对比分析法的方法，以我国电子商务龙头京东集团为案例，分析了该公司的盈利模式，简要的阐述了电子商务形式的盈利能力，并扩展了该盈利模式。通过分析零售电子商务公司的模型与财务策略之间的对应关系，发现了在实现企业价值最大化的企业目标当中所存在的一系列问题，然后对所存在的问题给出了相应的对策，从而对正在转型或将打算转型的零售电商企业应如何建立与财务战略相匹配的盈利模式提出一些可行性的建议。 关键词：盈利模式，财务战略，零售电商 ABSTRACT In the era of economic growth and rapid technological development, the Internet is closely connected with people's lives. With the existence of the Internet, such as online shopping, people's lives are already inseparable from the Internet. Shopping online is called e-commerce. With the gradual deepening of technology and service industries, the general e-commerce system can no longer meet people's needs. E-commerce needs to innovate faster and find new breakthroughs. In order to keep up with the trend of the new era, the traditional e-commerce industry is facing changes. Retail e-commerce companies have begun to rise, and the form of the retail industry is also advancing with the times. Business transformation will inevitably lead to a large amount of capital flows. Enterprises must plan capital development reasonably and establish good financial strategies, because they will ultimately affect the long-term development of the company. At this point, it is very important to study the development of e-commerce companies and how to choose a profit model that matches the financial strategy of e-commerce retail. This article adopts the methods of literature induction, case analysis and comparative analysis. Taking my country's e-commerce leader Jingdong Group as a case, this paper analyzes the company’s profit model, briefly explains the profitability of e-commerce, and expands the profit mode. By analyzing the corresponding relationship between the retail e-commerce company's model and financial strategy, a series of problems in the realization of the corporate goal of maximizing corporate value were discovered, and then corresponding countermeasures were given to the existing problems. Put forward some feasible suggestions on how to establish a profit model that matches the financial strategy of retail e-commerce companies that are transforming or intending to transform. Keywords: profit model, financial strategy, retail e-commerce |
