| With the development of economy,China’s home appliance retailing industry is fro m scratch.Household appliances retailing market has changed the pattern from the previous scattered free distribution pattern to the oligopoly pattern what has home appliance retailing industry leaders-SuNing Commerce and Gome dominant oligopolying.The home appliance retail industry in China has been into the mature period,but the industry in dev eloping process exists som e problems that has not been solved effectively.For example,their own discord with upstream suppliers and capital chain ruptures,which affect our country home appliance retail enterprise’s profit ability and may become dead too at any time.The root of these problems is tha t China’s home appliance retail companies did not a dopt a reas onable and sustainable profit pattern.Profit model is not a short-term development mode to cope with the situation,and it is a long-term and stable overall strategy which makes sustained profits for the enterprise.The nature of competition between enterprises is actually the comparison of profit model.If an enterprise wants to make its development in high speed and stability,a necessary and basic idea is to formulate an effective profit model.So far,home appliance retailing industry does not own a professional research organization that research the industry profit model,and there is no perfect theory system on its overall development plan.Therefore,this paper discusses the profit pattern of the i ndustryn and fi nd a suitable profit model development direction whit the present environment and industry development trend is undoubtedly vital for the virtuous development of t he domestic home appliance retail industry,which have a c ertain theoretical significance and practical significance.First the paper introduces the characteristics of the rise,the rapid development,the development present situation and development trend of Chinese home appliance retail enterprises in detail.The next the paper introduces concepts,advantages and disadvantages of Net difference model,Channel fee model,Similar financial pattern and O2 O model due to the different needs of different development environment,and describes the elements of Chinese home appliance retailing enterprise profit model from profit point,profit source,profit leverage and profit barrier,which on the whole grasp the situation of the home appliance retail industry and its profitability.Then based on the theory of the model of potter five elements and the components and financial evaluation of profit model,the paper chooses Chinese home appliance retail enterprise leader-Su Ning Commerce as the study case and introduces the profit pattern of SuNing Commerce’s O2 O profit model that began in 2013.The enterprises has received threat from the upstream electrical appliances suppliers,buyers,new entrants and competitors existing in the current competitive environment.The paper summarizes the advantages and disadvantages of SuNing Commerce’s profit model through analysising the four major components of SuNing Commerce’s O2 O profit model,the enterprise itself financial analysis about debt paying ability,operation ability,profitability and growth ability in 2011-2015,and the comparative analysis of a strong rival--gome in industry.The advantages are perfect business structure,rich online traffic,the perfect back-end services,brand perception and high asset management efficiency.Disadvantages are the unreasonable capital structure and the big cost.According to the advantages and d isadvantages of t he SuNing Commerce’s profit model,the article put forwards th e summative suggestions to change or optimize the profit model of our country home appliance retail enterprise.These suggestions include enriching the business contents,diplonema developing as much as possible,stimulating consumption as the guidance,choosing appropriate financing form,and preventing fundraising risk.These suggestions aim at making home appliance retail enterprises in China explore their own profit mode scientifically. |
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