| In the background of the rapid development of Internet technology,our country's E-commerce has experienced starting period,development period and stagnation period from the 1990 s.However,not until the first implementation year of the 12 th five-year plan in China had it gradually taken the road of scale development.The types of e-commerce also present a diversified development trend.As the continuous improvement of people ' s consumption level,B2 C e-commerce model,gradually replacing the B2B?C2C models,wins the favor of consumers with its own characteristics and advantages and becomes a new opportunity for economic growth.Noticing this great development potential of the B2 C e-commerce model,many B2 C e-commerce sites have sprung up in China's e-commerce market.However,behind the glamorous sales performance of B2 C e-commerce enterprises is the cruel reality of continuing losses,which triggers our questionings and reflections on the profit patterns of B2 C e-commerce enterprises.Making profit is the basis and core of the survival and development of an enterprise.Only by making a long-term stable profit can enterprises stand against the risks of reshuffle of B2 C e-commerce industry at any time.Therefore,it is particularly important to analyze and research on the existing B2 C e-commerce enterprises' profit models.Beginning to set foot in the field of E-commerce in 2004,JingdongMall has successfully transformed from vertical B2 C e-commerce enterprise by selling 3C products firstly into comprehensive B2 C e-commerce enterprise after 10-year rapid development.Till now,Jingdong Mall has made outstanding achievements in both user-scales and user-experiences and had once been a great attraction in the venture capital market with its huge development potential.With the successful completion of several rounds of financing,Jingdong Mall started a strategic pattern of expansion which includes expanding the product categories and continued construction of logistics services,making an effort to build a dream of empire which belongs to Jingdong Mall on the vast land of China.However,the road to empire dream of Jingdong Mall is full of difficulties.Even with geometric growth in sales,Jingdong Mall is still in a deficit dilemma.Hence,it is worthwhile to re-examine Jingdong Mall's profit model with its cruel reality of a heavy loss for several years.Based on the current domestic and international academic researches' theory and achievements on the profit model of e-commerce,this paper selects Jingdong Mall,who has received great concern in the B2 C e-commerce field and who cannot make profit after all its efforts,as a research sample to study the profit mode of B2 C e-commerce.First of all,this paper describes the status of Jingdong Mall's B2 C e-commerce profit model from the aspects of value creation structures and elements ofprofit model.It makes a specific description of Jingdong Mall ' s organization structure,supply-chain structure,inventory management structure and customer relationship management structure,as well as Jingdong Mall's profit object,profit points,profit levers,profit sources and profit barriers;then,it explores the main problems in the profit model of Jingdong Mall ' s B2 C e-commerce and the fundamental causes of these problems based on the analysis of present situation of Jingdong Mall 's B2 C e-commerce profit model from strategic,operational and financial levels.At the strategic level,a specific analysis is made on the degree of impact of Jingdong Mall ' s enterprise mission,enterprise aspiration and enterprise strategic target on Jingdong Mall ' s B2 C e-commerce profit model.At the operational and financial levels,it uses some corresponding financial indicators to analyse Jingdong Mall ' s actual performance in both scale and efficiency;finally,according to the analysis of the problems and causes of Jingdong Mall's B2 C e-commerce profit model,the corresponding improvement suggestions to speed up the realization of Jingdong Mall's earnings expectation is put forward. |
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