新兴电子商务环境下企业商业模式分析及创新策略研究

论文总字数：22456字

摘 要

关键词：电子商务；商业模式；创新策略；O2O 优化

BUSINESS MODEL ANALYSIS AND INNOVATION STRATEGIES RESEARCH UNDER THE EMERGING E-COMMERCE ENVIRONMENT

14112108 Han Jianglin

Supervised by Gao Xing

Abstract：In this thesis, the business model and innovation strategies are analyzed under today's hot new e-commerce environment. Firstly, it introduces the background and status of the topic, and then describes the development of electronic commerce and its impact on business and consumers. After introducing about the background, the paper defines the business model of a concept, and then selects the SUNING as a case , and analyzing SUNING’s business model by different methods such as conceptual framework, SWOT and What-So What. Then it raises the innovation strategies of SUNING’s business model——O2O model. In the study of the innovation strategies, firstly, it describes the concept and advantages of O2O model. Based on the financial data, it analyzes SUNING strategic transformation of motivation and a lot of success. Finally, this paper describes the shortcomings of SUNING innovative strategies, then it makes a optimization about that innovation strategies and raises a final conclusion: cost optimization and pricing optimization from online to offline.

Key Words：E-commerce；Business Model；Innovation Strategy；O2O optimization

目录

摘要………………………………………………………………………………………………Ⅰ

Abstract …………………………………………………………………………………………Ⅰ

1绪论…………………………………………………………………………………………1

1.1 选题背景及意义………………………………………………………………………………1

1.2 研究现状………………………………………………………………………………………1

1.3 研究方法 …………………………………………………………………………………2

1.4 本文的研究目的和主要研究内容……………………………………………………………2

2新兴电子商务环境及商业模式概述………………………………………………………2

2.1 新兴电子商务环境概述………………………………………………………………………2

2.1.1 电子商务起源及其发展……………………………………………………………………3

2.1.2 新兴电子商务环境对企业的影响 ………………………………………………………3

2.1.3 新兴电子商务环境对消费者的影响………………………………………………………4

2.2 商业模式概述…………………………………………………………………………………5

2.2.1 客户价值主张………………………………………………………………………………5

2.2.2 赢利模式……………………………………………………………………………………5

2.2.3 关键资源……………………………………………………………………………………6

2.2.4 关键流程……………………………………………………………………………………6

3苏宁云商云商商业模式分析………………………………………………………………6

3.1 商业模式概念分析……………………………………………………………………………6

3.1.1 苏宁云商云商客户价值主张………………………………………………………………6

3.1.2 苏宁云商云商赢利模式……………………………………………………………………6

3.1.3 苏宁云商云商关键资源……………………………………………………………………7

3.1.4 苏宁云商云商关键流程……………………………………………………………………8

3.2What-So What分析……………………………………………………………………………8

3.2.1 成本结构……………………………………………………………………………………8

3.2.2 管理模式……………………………………………………………………………………9

3.2.3 营销模式……………………………………………………………………………………9

3.2.4 赢利模式…………………………………………………………………………………10

3.3 SWOT分析……………………………………………………………………………………10

3.3.1 S……………………………………………………………………………………………10

3.3.2 W……………………………………………………………………………………………10

3.3.3 O……………………………………………………………………………………………11

3.3.4 T……………………………………………………………………………………………11

4苏宁云商云商商业模式创新策略分析…………………………………………………11

4.1 O2O模式概述………………………………………………………………………………11

4.1.1 O2O模式概念界定…………………………………………………………………………11

4.1.2 O2O模式分析………………………………………………………………………………11

4.1.3 O2O优势分析………………………………………………………………………………12

4.2 基于财务分析的苏宁云商云商战略转型动因……………………………………………12

4.2.1销售毛利率………………………………………………………………………………12

4.2.2 销售增长率………………………………………………………………………………13

4.3 基于财务分析的苏宁云商云商战略转型成效……………………………………………13

4.3.1 赢利能力…………………………………………………………………………………14

4.3.2 短期偿债能力……………………………………………………………………………14

4.3.3 长期偿债能力……………………………………………………………………………14

4.3.4 运营能力…………………………………………………………………………………15

5苏宁云商云商商业模式创新策略优化…………………………………………………15

5.1基于TCO理论的成本优化……………………………………………………………………15

5.1.1TCO理论概述………………………………………………………………………………15

5.1.2定性分析…………………………………………………………………………………15

5.1.3定量分析…………………………………………………………………………………15

5.2 线上线下定价优化…………………………………………………………………………16

结论………………………………………………………………………………………………16

致谢………………………………………………………………………………………………16

参考文献（References）…………………………………………………………………………17

1、绪论

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