摘 要

近年来，随着互联网的普及，B2C电子商务的发展如火如荼，越来越多的传统生产流通企业建立了B2C电子商务平台，市场规模不断扩大，B2C电子商务平台已成为首选的网络购物平台之一。随着市场参与者的增加，交易规模呈现井喷趋势，但多数B2C企业仍处于盈利困境。在此背景下，研究像天猫商城这样持续盈利的B2C电子商务企业，探索其盈利模式，对其他B2C电子商务企业建立和完善自身盈利模式具有重要的现实意义。本文从利润点、利润来源、利润杠杆、利润壁垒、利润归宿五个方面分析了天猫商城的盈利模式，并分析了天猫商城盈利模式的特点。然后，以其2014-2019年的财务数据为研究对象，从盈利能力和盈利质量两个方面，从财务角度分析其盈利模式。由此可以看出，天猫商城自成立以来发展迅速。在经历了一系列的动乱之后，它从繁荣走向衰落。然而，无论外部环境如何变化和影响，天猫商城依然能够保持可持续的盈利态势，这说明天猫商城的盈利模式在目前国内B2C领域仍具有一定的优势。同时，我们也发现天猫商城的盈利模式存在盈利点单一、盈利来源难以拓展、盈利壁垒薄弱、用户黏着度低等问题。最后，针对天猫商城盈利模式存在的问题，从盈利点、盈利来源、盈利壁垒、顾客粘性等方面提出了一系列优化建议。

关键词： B2C；电子商务；天猫商城；盈利模式

ABSTRACT

In recent years, with the popularity of the Internet,the development of B2C e-commerce is in full swing,more and more traditional production and circulation enterprises have established B2C e-commerce platform, the market scale is expanding, B2C e-commerce platform has become one of the preferred online shopping platform. With the increase of market participants,the transaction scale shows a blowout trend, but most B2C enterprises are still in the difficult position of making profits. In this context, it is of practical significance to study the sustainable profit-making B2C e-commerce enterprises like tmall mall and explore their profit model,which will help other B2C e-commerce enterprises to build and improve their own profit model. This paper analyzes the profit model of tmall mall from five aspects:profit point, profit source, profit lever,profit barrier and profit home, and analyzes the characteristics of the profit model of tmall mall. Then, taking its financial data from 2014 to 2019 as the research object,this paper analyzes its profit model from the perspective of finance from two aspects of profitability and profit quality. From this, we can see that tmall mall has been developing rapidly since its establishment.After falling into a series of disturbances, it has gone from prosperity to decline.However, no matter how the external environment changes and impacts,tmall mall is still able to maintain a sustainable profit situation,which shows that the profit model of tmall mall still has certain advantages in the current domestic B2C field. At the same time, we also find that the profit model of tmall mall has some problems,such as single profit point, difficult to expand profit source, weak profit barrier and low user adhesion. Finally, aiming at the problems existing in the profit model of tmall mall,this paper puts forward a series of optimization suggestions from the perspectives of profit point, profit source, profit barrier and customer stickiness

Keywords: B2C; e-commerce; tmall mall; profit model