Research On Profit Model Of Jingdong Group Based On Value Net

The rise and development of modern information technology such as the Internet has created the emerging Internet economy,and by virtue of its own powerful advantages in information collection and dissemination,it has gradually penetrated into the traditional commercial field and constantly impacted and compressed the living space of traditional commercial enterprises.The continuous optimization and upgrading of the economic structure has promoted the transformation of the entire production and operation activities from producers to consumers,and the profit model has been constantly innovated and developed in this process to meet the requirements of the new economy.In enterprise cooperation,there are many kinds of cooperation ways to make the association and communication between companies faster and closer,such as equity cooperation,strategic consensus,and industrial chain undertaking.In this context,many Internet companies are more inclined to promote their operation from the perspective of diversification.The construction of value network has gradually become a key way of value creation in today’s commercial society.Based on this,this thesis firstly studies the development background of Jingdong Group’s profit model from the perspective of value net,defines related concepts,combs relevant literature and elaborates relevant theories,and lays a theoretical foundation for the analysis in the following thesis.Then,it briefly introduces the development history,current ownership structure and management of Jingdong Group,and analyzes the various components of Jingdong Group’s value net and their roles in the profit model of Jingdong value net based on the above theories.In order to carry out further research,this thesis compares the benefit of Jingdong Value net profit model with that of similar enterprises from financial and non-financial dimensions,and uses entropy method to comprehensively analyze the effect of Jingdong value net profit model,finds its existing problems,and puts forward targeted optimization measures.It is concluded that the value network system of Jingdong Group consists of several members,who help Jingdong Group achieve its own profit model: the value proposition elements are based on customer demand,and the operation and development are promoted with the business purpose of "creating value based on trust and focusing on customers".Adhere to customer needs,constantly optimize the form of service,improve user experience,united network members to provide quality products and services to realize the value proposition;Share resources with members of the value network in a variety of ways to complete the value creation.Under the profit model of value net,the performance of various indicators in the financial dimension of Jingdong Group gradually improved,while the performance in the non-financial dimension improved significantly.There are also deficiencies in the profit model of Jingdong Group’s value network,such as increasing operating costs and traffic brought by relying on Tencent.In order to solve these problems,this thesis puts forward optimization measures such as obtaining sustainable profits and avoiding excessive investment from the financial dimension,and puts forward suggestions such as developing "cash cow" business and multi-channel cooperation with Tencent Value network from the non-financial dimension.It is hoped to provide reference for other similar enterprises in value network construction and profit model optimization.