唯品会盈利能力分析及改善策略.docxVIP

第 第 PAGE 19 页 共 17 页 唯品会盈利能力分析及改善策略 摘要：21世纪是网络信息时代。互联网的发展大大增加了中国网民的数量，网购用户也呈现出快速上升的趋势。这表明我国电子商务正处于蓬勃发展的阶段。同时，电子商务的快速发展也导致了企业间竞争的加剧，“价格战”正成为企业竞争的主要手段。随着市场竞争压力的增大，企业的盈利能力越来越重要。合理分析企业的盈利能力，即综合运用各种评价体系和方法，运用科学合理的手段来判断企业的盈利能力，并对未来做出预测。分析提高企业盈利能力的方法，选择适当的方法，有助于改善企业的资本结构，实施更有效的市场管理，从而实现企业利润最大化的目标。本文在分析商品企业盈利能力和企业实际情况的基础上，分析了目前企业盈利能力分析阶段存在的主要问题，并提出了相应的对策和建议。 关键词：唯品会企业；盈利能力；改善策略 Absrtact: The 21st century is the age of network information. The development of the Internet has greatly increased the number of Chinese netizens, and online shopping users are also showing a rapid upward trend. This shows that Chinas e-commerce is in the stage of vigorous development. At the same time, the rapid development of e-commerce has also led to the intensification of competition among enterprises, price war is becoming the main means of competition among enterprises. With the increasing pressure of market competition, the profitability of enterprises is becoming more and more important. Reasonable analysis of the profitability of enterprises, that is, comprehensive use of various evaluation systems and methods, the use of scientific and reasonable means to judge the profitability of enterprises, and make predictions for the future. Analyzing the methods to improve the profitability of enterprises and choosing appropriate methods will help to improve the capital structure of enterprises and implement more effective market management so as to achieve the goal of maximizing the profits of enterprises. Based on the analysis of the profitability of commodity enterprises and the actual situation of enterprises, this paper analyses the main problems existing in the current stage of enterprise profitability analysis, and puts forward corresponding countermeasures and suggestions. Key words: Material-only enterprise; Profitability; Improvement strategy 目 录 引言 1 一、 企业的盈利能力相关概念 1 （一） 影响企业盈利能力的因素 1 （二） 企业盈利能力分析的内涵 2 （三） 企业的盈利能力分析方法 2 1.定性分析 2 2.定量分析 2 二、 唯品会业盈利能力分析 3 （一） 我国电子商务的