Research On The Profit Model Of Buy Together From The Perspective Of Value Chain

With the continuous promotion of new urbanization and the further improvement of mobile payment system and logistics infrastructure,the development of e-commerce in China is surging.Online shopping has become an important part of people's life,especially the consumption potential of low-end urban population has been greatly improved.At the same time,traditional e-commerce's customer acquisition cost is increased and online dividend is reduced,so as to seek brand upgrading to maximize customer unit price of stock users.This directly increases the flow cost of small and medium-sized sellers,making it difficult to operate and gradually leave the market.In this context,Buy Together's new social e-commerce model,which focuses on "sharing,teaming and low price",attracts potential consumers and business resources in low-end cities and towns,and thus develops at an amazing speed into the third largest e-commerce platform after Alibaba and JD.However,the "boundless scenery" on the surface of Buy Together covers such problems as the continuous loss of business operation,the uneven quality of goods,the short board of platform service and construction,and the single means of business income.Whether Buy Together can continue to maintain high potential development in many strong e-commerce depends on the effectiveness of the profit model as a decisive condition and how to correctly identify and manage the business elements of the enterprise.This paper uses financial analysis,case analysis and comparative analysis.First of all,it combs the existing research results of domestic and foreign scholars on the theory of value chain and profit model,and then explores the value chain of pinduoduo,and expounds the relationship between the value chain and profit model.Secondly,from the perspective of value chain,the five elements of Buy Together's profit model(profit object,profit point,profit source,profit leverage and profit barrier)are considered in detail,and a detailed comparative analysis is made with Alibaba and VIPSHOP.At the same time,the representative financial data of BuyTogether's 2016-2018 annual report is selected to analyze the profit and cash flow situation,and its profit is analyzed in depth from the financial perspective Profit mode.Finally,the paper explores the advantages of Buy Together profit model,finds out the existing problems and puts forward specific countermeasures.From the perspective of value chain,this paper combs the elements of Buy Together's profit model,systematically integrates them in theory,forms a complete "all" element system of e-commerce profit model,provides new ideas for the in-depth study of e-commerce lasting profit,and provides better reference for traditional e-commerce enterprises.In addition,by exploring the problems in the process of Buy Together's operation and putting forward relevant optimization suggestions,it can provide some reference and significance for social e-commerce enterprises,and help enterprises to further improve their own profit mode.