互联网背景下零售行业财务分析研究-以苏宁云商为例.docVIP

PAGE 22 PAGE 22 摘 要 近年来，“互联网+”理念的提出和互联网技术的发展使得电子商务零售行业也随之兴起。但是，新兴的电子商务零售行业对传统线下实体业造成了极大的影响，传统实体零售业市场规模缩水销售业绩下滑，很多传统零售企业都在寻找新方法适应行业环境的变化。传统零售企业如何转型适应社会大环境以及如何处理好转型过程中的问题等，成为了电子商务零售行业目前亟待解决的问题。苏宁云商集团股份有限公司（下文均简称为“苏宁”）作为传统零售业的代表在实行“线上线下”相结合模式的转型过程中取得了极大的成功。本文选择苏宁为案例分析电商零售行业的财务情况和发展前景，具有一定的代表性。本文采用哈佛分析框架，对苏宁在财务、战略、经营管理等各个方面的情况进行分析研究，为苏宁在转型过程中出现的问题提供相应的优化建议，并期望可以通过对苏宁的全面分析为传统零售企业在互联网背景下的转型提供一定的经验和借鉴。 关键词：电子商务零售行业;财务分析;苏宁云商;哈佛分析框架; Abstract For the past few years, the progress of Internet technology and the concept of Internet + have led to the rise of e-commerce retail industry. However, the emerging online retail industry has exerted great influence on the traditional offline physical industry. As the market size of the traditional retail industry shrinks and sales performance declines, many traditional retail enterprises are looking for new ways to adapt to the changes in the industry environment. How traditional retail enterprises adapt to the social environment and how to deal with the problems in the process of transformation has become an urgent problem for the e-commerce retail industry. Suning Commerce Group Co., Ltd. (hereinafter referred to as Suning), as a representative of traditional retail industry, has achieved great success in the transformation process of combining online and offline mode. This paper chooses Suning as a case study to analyze the financial situation and development prospect of e-commerce retail industry, which has certain representational. This paper applies the Harvard framework to comprehensively analyze sunings finance, strategy, management and other aspects, Suning in the process of transition problems provide corresponding Suggestions, and hope can through comprehensive analysis of Suning for the transformation of the traditional retail enterprises under the background of the Internet provide certain experience and reference. Keywords: E-commerce retail industry; Financial analysis; Suning Commerce Group; Harvard analytical