Study On The Profit Model Of E-Commerce Enterprises Based On Value Chain Theory

Electronic commerce is based on electronic information,through the use of information resources,providing products and services to target markets to increase the value of enterprises.With the rapid development of Internet technology,the e-commerce industry has shown a growing momentum of development.The market has spawned many successful e-commerce companies,such as Taobao,Jingdong,Suning Easy Purchase,American Group,Dangdang,Baidu glutinous rice,etc..Many businesses are also trading through e-commerce.It is expected to achieve new profit growth in the area of electronic commerce.But at present,most companies use e-commerce only for online sales and payment tools,which has not played a key role in the economic benefits of enterprises and the development strategy of enterprises.There are also a large number of e-commerce companies that do not realize that the business environment in the Internet era has undergone great changes.They still simply follow the traditional profit model,resulting in sluggish operations and even operating losses and exiting the market.The Master of management Deluke said that the competition between companies in the 21 st century is no longer a competition between products and services,but a competition between profit models.Behind any successful enterprise there is a set of unique and efficient profit model,so that the operation of the enterprise to achieve the effect of double the effort.The choice and application of profit model is related to the realization of the maximum economic benefits in the future.Similarly,for e-commerce companies,the lack of a suitable profit model,is destined to have no future.Therefore,the establishment of a profit model that can bring about excessive and lasting profits is the primary problem and the key to the success of e-business enterprises to achieve sustained and stable development in fierce competition.E-business enterprises use the Internet as a platform for internal and external communication and exchange,forming a business cooperation structure involving suppliers,distributors,and customers.Electronic commerce has the characteristics of interactivity,collaboration,personalization,informatization and extensibility.Compared with traditional industries,new sections,groups and layouts have emerged in the value activities of electronic commerce.It is embodied in every process of enterprise value chain such as market operation and management,product development,market positioning,and customer service.In this paper,we believe that in order to achieve sustained and stable development of e-commerce enterprises,it is necessary to comb thevalue chain of enterprises,find breakthrough points from the perspective of value chain,integrate Internet information technology into the enterprise strategy,and re-integrate the key resources and capabilities of enterprises.We will control the core links in the value chain,integrate customer relations,business processes,product flows,financial flows,information flows,and logistics,and Re-select the objects,channels,methods,and structures of transactions.Considering the advanced nature and safety of network technology and input-output benefit,we can create a profit model of value chain that is in line with our own characteristics,which can win the fierce market competition.This paper first expounds the meaning,types and components of the value chain and profit model,and summarizes the current domestic and foreign scholars 'theories about the value chain,profit model,and the alternative profit model of the value chain.Then the concept of value chain of e-business enterprise and e-business enterprise is expounded,the characteristics of e-business enterprise value chain are analyzed,and the elements of profit model of e-business enterprise value chain are analyzed from four aspects: profit source,profit point,profit lever and profit barrier.This paper discusses that e-business enterprises can design profit model by extending,splitting,contracting and virtual value chain,and puts forward the construction principle and construction goal of e-business enterprises 'profit model in value chain.Finally,Taking NANJIDS as an Example,analyzes the design of the profit model based on the value chain and the good results obtained.This paper holds that the value chain extension,the value chain splitting,the value chain contraction and the virtual value chain model are used by NANJIDS,to control the profit optimal link of the industry value chain--the brand design end,through the continuous and effective expansion of multi-brand and multi-category and flexible supply chain management.The company's profit level has been greatly increased,and the information added value has been fully exploited.It has cultivated new profit growth points in the value chain,and the company's future development prospects are better.Through literature analysis and case study,this paper argues that the model of e-commerce reconstructs the relationship between suppliers,producers,distributors and customers in the economic activity value chain,and provides enterprises with a completely new opportunity to create value.Value chain and profit model are two sides of the value creation system of enterprises.To construct the profit model of e-commerce enterprises,we must be linked with the value chain activities of enterprises,find profit points from the value chain,and locate the profit source of enterprises.Then through theoptimization and integration of the value chain to design the profit model can bring excess value growth to the e-commerce enterprises.E-business enterprises should strengthen brand construction and build the core competitiveness of e-business enterprises,but at the same time,they must strengthen the quality control of products(services)and establish a good brand image.E-business enterprises can also cultivate new profit growth points from rich information resources,but at the same time,they must strengthen the construction of information management platforms and enhance the level of security and advancement of platforms.The research of this paper can lead the e-commerce enterprises to find their own competitive advantages from each link of the value chain,hoping to provide some references for emerging e-commerce enterprises or e-commerce enterprises preparing to transform.