管青云-基于哈佛框架的财务分析——以“拼多多”为例 .pdfVIP

本科论文 摘 要 随着互联网技术的迅猛发展，它逐渐的与社会生活活动紧密联系起来，电子 商务也随之如雨后春笋般涌现出来。互联网经济对传统经济模式发起了新的冲击 和挑战。网购成为了家喻户晓的新风尚。消费者的网购需求促使形成了大量的电 子商务平台。在这种情况下，各大电商企业纷纷优化经营模式扩大经营，这一方 面促进了电子商务的繁荣与发展，但同时也有一些电商企业因经营不善而倒闭退 出。根据2019 最新公布的报告显示我国电商企业阿里巴巴继续位列第一，京东 紧随其后，拼多多在众多电商企业中异军突起市值已位列第三。拼多多于 2015 年 9 月成立，凭借全新的社交拼团的 C2B 模式在电商市场迅速站稳脚跟，三年 内在美国成功上市。由于拼多多在短短几年取得了巨大成就从而让我们看到了其 研究价值所在。在对拼多多进行分析时本文采用哈佛分析框架进行战略性高层次 财务分析，然后对其后期发展提供进一步的建议。 关键词：拼多多，哈佛分析框架，财务分析，电子商务 本科论文 Abstract With the rapid development of Internet technology, it has gradually been closely linked with social life activities, and e-commerce has sprung up. The Internet economy has launched new shocks and challenges to the traditional economic model. Online shopping has become a household name. Consumers online shopping demand has led to the formation of a large number of e-commerce platforms. Under such circumstances, major e-commerce companies have optimized their business models and expanded their operations. This has promoted the prosperity and development of e-commerce, but at the same time, some e-commerce companies have closed down due to poor management. According to the latest report released in 2019, Chinas e- commerce company Alibaba continues to rank first, followed by JD.com, Pinduoduo ranks third among many e-commerce companies with a rising market value. Pinduoduo was established in September 2015. With its new C2B model of social grouping, it quickly gained a foothold in the e-commerce market. Because Pinduoduo has made great achievements in just a few years, we have seen its research value. When analyzing Pinduoduo, this article uses the Harvard analysis framework for strategic high-level financial analysis, and then provides