Research On The Optimization Of Profit Model Of Jingdong B2C E-commerce

With the development of network technology and the increase of people's consumption demand,network service consumption has become an upsurge.E-commerce companies that rely on Internet technology have mushroomed.Among them,B2 C e-commerce quickly occupies half of the online retail market due to its convenient shopping experience.From a quantitative point of view,B2 C e-commerce companies have developed rapidly,and even some companies have successfully listed on the market.However,from the perspective of operating conditions,most companies have not achieved profitability.Some companies have even finally closed the platform because these companies have not found a profit model suitable for their own development..Jingdong is the largest self-operated B2 C e-commerce company in China.Its development momentum is rapid and its business scope continues to expand.Its business scope covers many fields such as retail,logistics,and finance.It has 8 major logistics centers in the country and has a storage area of nearly 12 million square meters.The number of active users of 305 million.However,its profit rate is far from matching its development speed.The rapid expansion of its business scope has put great pressure on Jingdong's logistics,services and funds,resulting in Jingdong's loss until 2016.Despite obtaining multiple rounds of financing,but logistics and other heavy assets continue to invest capital to make Jingdong income,logistics is also facing the threat of Alibaba's "rookie network." From the point of view of various indicators,Jingdong's existing indicators are better than many other companies,but Jingdong's profit model still reveals many problems in the process of operation.Therefore,this paper selects Jingdong as the research object of the case,adopts the research methods of literature analysis,case analysis,and comparative analysis,and combines the current profit model and business expansion of Jingdong,from the industrial situation of Jingdong from the five elements of the profit model: profit object,Profit point,profit lever,profit source,profit barrier,analyze the problems existing in the current profit model of Jingdong,and conclude that Jingdong has achieved profit in the current profit model,but in the operation process,However,there are still many problems such as lack of attraction of target customers,dilution of brand value,emphasis on corporate assets,unreasonable income structure,low gross profit margin and insufficient core competitiveness.Finally,in view of the problems existing in the operation of the above profit model,this paper also puts forward the corresponding optimization solutions,hoping to improve the current profit model of Jingdong and have practical value for the development of Jingdong.At the same time,it also provides reference for other B2 C e-commerce enterprises in China.