盈利模式对企业财务绩效的影响研究.doc

盈利模式对企业财务绩效的影响研究 摘要:中国的电子商务在互联网技术飞速发展的大环境下迅速崛起，中国的传统零售企业也因地理影响而面临转型升级的问题。而苏宁易购作为中国家电销售行业的龙头企业，其现行的商业模式必然可以给亟需转型的企业一些借鉴。苏宁易购的商业模式-- O2O盈利模式，无疑是互联网+时代企业的新发展机遇。O2O盈利模式最重要的部分是盈利模式的创建。一个公司的盈利模式决定了其可持续发展的能力。而O2O平台下的盈利模式对企业的财务绩效到底会产生什么样的影响? 本文将首先介绍此次研究的背景以及O2O、盈利模式等基本理论，然后通过分析盈利模式五要素对企业的财务绩效的各种指标的影响，最后结合苏宁易购2008-2018年的财务指标的变化及苏宁易购在此期间的重大经营活动分析是苏宁易购的盈利模式是如何影响其财务绩效的，并评价苏宁易购的盈利模式，并对苏宁易购的商业模式发展提出建议。 关键词:O2O;盈利模式;财务绩效;苏宁易购 Abstract Chinas e-commerce in the rapid development of Internet technology in the rapid rise of the environment, Chinas traditional retail enterprises due to geographical impact and face the problem of transformation and upgrading. As the leading enterprise of Chinas household appliance sales industry, Suning s current business model is bound to give some reference to enterprises in urgent need of transformation. Suning easyjets business model, the O2O profit model, is undoubtedly a new development opportunity for enterprises in the Internet + era. The most important part of the O2O profit model is the creation of a profit model. A companys profit model determines its ability to make sustainable development. And O2O platform under the profit model on the financial performance of enterprises in the end will have what kind of impact? This paper will first introduce the background of this study and the basic theories such as O2O and profit model, and then analyze the influence of the five elements of profit model on the financial performance of enterprises, Finally, combined with the change of the financial index of Suning in 2008-2018 years and the analysis of the major business activities of Suning during this period, it is how the profit model of Suning affects its financial performance, and evaluates the profit model of Suning Purchase, and puts forward some suggestions for the development of Sunings business model. Key word O2 O; Profit Model; Financial Performance 一、 绪论 (一) 研究背景及意义 1. 研究背景 大数据时代的到来使得电子商务行业日趋繁