Research On The Optimization Of Profit Model Of Jingdong Mall From The Perspective Of Financial Evaluation

With the rapid development of the Internet,China’s Internet enterprises have also made great achievements.From the initial portal sites,search engines and later video sites,e-commerce and Internet finance,the Internet involved more and more business types.Although the Internet industry has made great strides in the development of more and more Internet enterprises,the development of enterprises is mixed.In the Internet industry,there are not only BATJ giants represented by alibaba,tencent,baidu and jd,but also "unicorns" represented by xiaomi,didi and Meituan.However,there are also companies like Letv,dangdang and mobike that are poorly managed,merged or even closed down.Therefore,with the increasing volume of the Internet industry,it is crucial for enterprises in the industry to achieve profitability and profit growth without being eliminated by the industry.Therefore,the exploration of the profit model of Internet enterprises is always the top priority in the development of enterprises.Firstly,this paper introduces the relevant research and theoretical basis of the profit model and financial evaluation of e-commerce enterprises.Secondly,the profit model of jingdong mall is introduced in detail from the perspective of profit model framework.Thirdly,this paper makes a longitudinal analysis of the financial indicators of jingdong mall in the past five years,and probes into the factors leading to the problems in the profit model of jingdong group.Then,through the factor analysis method,the comparative analysis between jingdong mall and the selected comparative enterprises was conducted,and relevant Suggestions were put forward according to the comparative results.Finally,the results of vertical and horizontal comparative analysis are summarized,and specific optimization Suggestions are proposed for the advantages and disadvantages of the profit model of jingdong mall.