财务管理专业-电子商务企业盈利模式分析——以如涵控股为例

摘 要该文采用了案例分析法和文献分析法，选取如涵控股作为代表公司来分析电商企业的盈利模式，首先分析了我国电商企业及盈利模式的分类、发展趋势，初步认识盈利模式是由哪五种具体要素共同构成，文中选取了如涵控股为分析研究对象，在本文里在五要素理论的基础上对其进行了逐条研究和讨论，结论显示该企业的运营着重与收集和分析消费者偏好，这是该企业最主要的盈利点和来源，制作出同类网红进行消费引导，盈利对象主要为年轻女性，盈利来源主要是服装类商品的销售收入、广告营销收入，盈利措施是将自营模式到平台模式，采用大数据软件分析市场信息、盈利屏障是早期形成的粉丝粘性，行业经验和运作模式，体现出如涵控股在盈利模式中存在的缺陷与不足，即同质化严重，供应链有待完善，然后对财务数据进行了分析，在结尾根据自己所学和研究分析，得到一些可供之后的电商企业想要在盈利模式上进行完善和优化的参考和建议。关键词：盈利模式 电子商务 五要素理论 如涵控股AbstractThis paper uses case analysis method and literature analysis method, selects Ruhan holding as the representative company to analyze the profit model of e-commerce enterprises. First, it analyzes the classification of e-commerce enterprises and profit model in China, understands the specific composition of the five elements of profit model, such as the operation model of the holding company, and then analyzes the profit model of the case company based on the five elements theory of profit model Profit model, the profit point is to analyze consumer preferences, produce the same kind of online red for consumption guidance, the profit object is mainly young women, the profit source is mainly the sales revenue of clothing products, advertising and marketing revenue, the profit measure is to transfer the self operating model to the platform model, using big data software to analyze market information, profit barrier is the early fans' stickiness Industry experience and operation mode reflect the defects and def...