Research On Profit Model Of B2C E-commerce Enterprises And Its Financial Evaluation

Nowadays,the development of Internet technology has strongly influenced people's life.Shopping online has become an increasingly popular choice for consumers.In this circumstance,China's E-commerce enterprises are developing rapidly.According to the China's E-commerce market data monitoring report,China's E-Commerce turnover in 2016 was 22.97 trillion Yuan,an increase of 25.5 percent year-on-year.There are more than 305 million direct employees in domestic E-commerce enterprises.The number of jobs indirectly being brought by E-commerce has exceeded 22.4million.More and more traditional enterprises have joined in the development wave of e-commerce industry.However,online shopping market is similar to a piece of cake,which many people desire to share.Industry competition is intensified.Because of many B2 C enterprises' blind pursuing scale effect,they find difficulty in profiting although their trade scale is rapid growing.Enterprises with strategic vision and consciousness can clear their market position,manage in a characteristic way and build a scientific profit model.Finally they create value for their enterprises.As the first B2 C e-commerce domestic enterprise which writes a myth of achieving continuous profitability in nineteen quarters,the research on Vipshop's profit model could be helpful to the construction and amelioration of other analogous enterprises' profit models.This thesis firstly introduced profit models,frames and B2 C E-commerce which Vipshop belongs to.Then provided summary introduction of Vipshop,in particular its development history,organizational structure and business segments.Then,through Vipshop's target,growth points,profit boosting measures and profit barriers,the author described the frame of its profit model,and analyzed the model's introduced Vipshop's profit model and discussed the source of customers,product and service features,cost effectiveness and core competence.Finally the author dug into the specific advantages of its profit model.Furthermore,through a financial analysis comparison to JUMEI,which also focused on B2 C vertival E-commerce,the author evaluated Vipshop's profit model in the InternetEra.Through the comparison,the author firstly selected some representative financial indicators and built connections with profit model's elements.Then analyzed Vipshop's earning quality through these indicators,and also find out core factors influencing Vipshop's profitability,which based on factor decomposition.Through study of Vipshop's profit mode,the thesis summarized benefits and drawbacks of Vipshop's profit model,which gives enlightenments to other B2 C E-Commerce enterprises.Finally,they can create their own profit “label”.