B2C 电子商务企业盈利模式分析——以京东为例【摘要】这几年来，互联网发展迅速，人们逐渐开始接受并且养成网络购物的习惯，电子商务蓬勃兴起。有不少只采用线下销售模式的传统企业也开始转型，建立起电子商务平台并尝试线上销售。虽然有很多电子商务企业在快速发展，但是这些企业还未形成可持续的盈利，甚至有些企业年复一年地亏损。因此，如何使电子商务企业保持可持续性的盈利，是我们目前需要探索的问题。本文基于国内外学者对电子商务企业盈利模式的研究成果，选取典型的 B2C电子商务企业京东为例，采用案例分析的方法，对京东的盈利模式进行深入的研究。通过对京东盈利模式的要素分析和京东年报的财务分析，了解京东的财务状况和经营结果，探寻 B2C 电子商务企业京东盈利模式存在的主要问题，并在此基础上提出相应的改进建议。旨在帮助京东实现盈利模式的优化。希望本文对京东盈利模式的分析总结，能为其他 B2C 电子商务企业制定或优化其盈利模式提供一定的参考。【关键词】B2C 电子商务；京东；盈利模式Analysis on the profit Model of B2C E-commerce Enterprises-- taking JD.com as an example[Abstract] In recent years, with the rapid development of the Internet, people gradually began to accept and develop the habit of online shopping, and e-commerce is booming. Many traditional enterprises that only use offline sales model have also begun to transform, setting up e-commerce platforms and trying to sell online. Although there are many e-commerce enterprises in the rapid development, but these enterprises have not yet formed sustainable profits, and even some enterprises lose money year after year. Therefore, how to make e-commerce enterprises maintain sustainable profitability is a problem that we need to explore at present. Based on the research results of domestic and foreign scholars on the profit model of e-commerce enterprises, this paper selects JD.com, a typical B2C e-commerce enterprise, as an example, and uses the method of case analysis to conduct an in-depth study on ...
