电子商务企业盈利模式研究
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摘要
当前中国乃至世界上大部分国家都己进入了电子商务时代,在此时代背景下,不少开展电子商务的企业盲目跟风,没有经过细致的调查分析就效仿其它成功企业的盈利模式,开展所谓的电子商务,结果却让电子商务成了一个“烧钱”的机器,不仅所借鉴的盈利模式对企业的发展毫无作用,甚至还拖累了原有企业的常规经营,因此,对电子商务企业来讲,采用适合自身企业发展的盈利模式至关重要。然而到目前为止,虽然已有很多关于电子商务企业盈利模式研究的相关文献成果,但或是陷入了技术的细节中,令非专业人士望而却步；或是缺乏系统、全面的思考,只针对零星个案进行研究,缺乏借鉴意义。
本文综合运用文献研究、案例分析研究、类比研究等研究方法,结合盈利模式与电子商务的相关理论,首先把电商企业按照不同的分类办法进行了分类,然后就互联网电商企业和传统类电商化企业的可行的盈利模式进行了归纳和探索,给出了不同类电商企业的相应盈利模式,最后结合凝辉教育儿童英语培训学校对其盈利模式进行了实例分析,佐证了上述理论分析的有效性。本文的研究结论主要是：电商企业可以分为互联网电商企业和传统类电商化企业两类；互联网电商企业的主要盈利模式有提供收费内容的盈利模式、靠广告收入的盈利模式、收取交易费用的盈利模式等,传统类电商化企业的主要盈利模式有网上说明书盈利模式、社交化的会员分成盈利模式、商务合作盈利模式等；虽然不同类电商企业有着不同的盈利模式,但其盈利模式呈现出多元化趋势；电商企业要注重应用新的营销工具来创新盈利模式；社交化的电子商务网站代表着电子商务未来的发展趋势,这类网站的盈利模式必定是多元化的。
本文的创新之处在于,首先,从电子商务的本质出发,在分析政府政策和新技术对产业发展方向影响的基础上,系统、完整的对不同类型电子商务盈利模式进行了总结,并结合实践经验创新性的提出了社交化营销分成盈利模式等电子商务盈利模式。其次,在对电商企业盈利模式进行分析、研究的过程中,摒弃了以往研究以企业自身利益最大化为单一目标的做法,兼顾了对消费者满意度的重视,从而拓宽了电商企业盈利模式的研究视角和内容。再次,在实际应用中,本文对不同类型电商企业盈利模式的分析、研究,将对新进入或即将进入的电商企业有极大的借鉴意义。
Nowadays, most countries in the world have entered the era of e-commerce. To carry out the e-commerce business, many enterprises didn't have a detailed analysis, which they just followed the example of other successful companies profit model. As a result, the e-commerce became a "money-burning machine". On one hand, the development of enterprises were not promoted, on the other hand, they even dragged the original routine of the enterprise. So it is crucial for e-commerce enterprises to find the right profit model to promote their enterprise development. However, although there were many enterprise profits model now, many researches lacked the systematic and comprehensive thinking, which they only did the sporadic case study, lacking the reference significance.
In this paper, we used many research methods to research the program, including the literature research, case studies, and analogue research studies and combined some profit model of e-commerce theory. Firstly, we classified the electric commercial enterprises based on the different classification schemes. Secondly, we summarized and explored viable profit model between the Internet electric commercial enterprises and traditional electricity supplier enterprises, getting the different types of electric commercial enterprises profit model. Finally, we used a case study proving the validity of the above theoretical analysis.
The conclusions of this study just as follows. First, the electric commercial enterprises can be divided into two parts, including the Internet electric commercial enterprises and traditional class enterprise. Second, the main profit of the Internet electric commercial enterprises rely on advertising revenue and charge transaction fees. While the traditional class electricity supplier enterprises depend on the online manual, social members' profit sharing and business cooperation profit. Although different electrical commercial enterprises have different profit models, their profit models present the trend of diversification. Third, electricity supplier companies should focus on the new marketing tools to innovative profit model. The social e-commerce site represents the future trends of the e-commerce and the profit model of such sites must be diversification.
The innovation of this paper includes the following aspects. First of all, based on the analysis of government policies and the impact of new technology industrial development direction, we summarized the different types of e-commerce profit model and combined with the practice experience, we innovative e-business profit model. Second, during the research of the electricity supplier corporate earnings mode, we got rid of the previous studies of corporate self-interest maximizing single target approach, taking the importance of consumer satisfaction into account, which made the corporate profits of the electricity supplier mode perspective and content broadened. Besides, the analysis of the business profit model on the different types of electricity providers would have a great significance for the new electric commercial enterprises entering this field.
本文综合运用文献研究、案例分析研究、类比研究等研究方法,结合盈利模式与电子商务的相关理论,首先把电商企业按照不同的分类办法进行了分类,然后就互联网电商企业和传统类电商化企业的可行的盈利模式进行了归纳和探索,给出了不同类电商企业的相应盈利模式,最后结合凝辉教育儿童英语培训学校对其盈利模式进行了实例分析,佐证了上述理论分析的有效性。本文的研究结论主要是：电商企业可以分为互联网电商企业和传统类电商化企业两类；互联网电商企业的主要盈利模式有提供收费内容的盈利模式、靠广告收入的盈利模式、收取交易费用的盈利模式等,传统类电商化企业的主要盈利模式有网上说明书盈利模式、社交化的会员分成盈利模式、商务合作盈利模式等；虽然不同类电商企业有着不同的盈利模式,但其盈利模式呈现出多元化趋势；电商企业要注重应用新的营销工具来创新盈利模式；社交化的电子商务网站代表着电子商务未来的发展趋势,这类网站的盈利模式必定是多元化的。
本文的创新之处在于,首先,从电子商务的本质出发,在分析政府政策和新技术对产业发展方向影响的基础上,系统、完整的对不同类型电子商务盈利模式进行了总结,并结合实践经验创新性的提出了社交化营销分成盈利模式等电子商务盈利模式。其次,在对电商企业盈利模式进行分析、研究的过程中,摒弃了以往研究以企业自身利益最大化为单一目标的做法,兼顾了对消费者满意度的重视,从而拓宽了电商企业盈利模式的研究视角和内容。再次,在实际应用中,本文对不同类型电商企业盈利模式的分析、研究,将对新进入或即将进入的电商企业有极大的借鉴意义。
Nowadays, most countries in the world have entered the era of e-commerce. To carry out the e-commerce business, many enterprises didn't have a detailed analysis, which they just followed the example of other successful companies profit model. As a result, the e-commerce became a "money-burning machine". On one hand, the development of enterprises were not promoted, on the other hand, they even dragged the original routine of the enterprise. So it is crucial for e-commerce enterprises to find the right profit model to promote their enterprise development. However, although there were many enterprise profits model now, many researches lacked the systematic and comprehensive thinking, which they only did the sporadic case study, lacking the reference significance.
In this paper, we used many research methods to research the program, including the literature research, case studies, and analogue research studies and combined some profit model of e-commerce theory. Firstly, we classified the electric commercial enterprises based on the different classification schemes. Secondly, we summarized and explored viable profit model between the Internet electric commercial enterprises and traditional electricity supplier enterprises, getting the different types of electric commercial enterprises profit model. Finally, we used a case study proving the validity of the above theoretical analysis.
The conclusions of this study just as follows. First, the electric commercial enterprises can be divided into two parts, including the Internet electric commercial enterprises and traditional class enterprise. Second, the main profit of the Internet electric commercial enterprises rely on advertising revenue and charge transaction fees. While the traditional class electricity supplier enterprises depend on the online manual, social members' profit sharing and business cooperation profit. Although different electrical commercial enterprises have different profit models, their profit models present the trend of diversification. Third, electricity supplier companies should focus on the new marketing tools to innovative profit model. The social e-commerce site represents the future trends of the e-commerce and the profit model of such sites must be diversification.
The innovation of this paper includes the following aspects. First of all, based on the analysis of government policies and the impact of new technology industrial development direction, we summarized the different types of e-commerce profit model and combined with the practice experience, we innovative e-business profit model. Second, during the research of the electricity supplier corporate earnings mode, we got rid of the previous studies of corporate self-interest maximizing single target approach, taking the importance of consumer satisfaction into account, which made the corporate profits of the electricity supplier mode perspective and content broadened. Besides, the analysis of the business profit model on the different types of electricity providers would have a great significance for the new electric commercial enterprises entering this field.
引文
①邓国辉.电子商务相对于传统商务的比较优势[J].北方经贸,2002,(04).
①刘威.电子商务企业盈利模式研究[D].西华大学收拾论文,2006.
②吴叔平.电子商务的价值链与赢利模式[M].上海远东出版社,2001.
①陈仿.我国电子商务盈利模式研究[D].北京工商大学硕士论文,2006.
②张进.电子商务盈利模式理论与应用分析[D].北京邮电大学硕士学位论文,2008.
①李柱.电子商务盈利模式国内研究综述[J].科技经济市场,2010,(11).
①[法]杰拉希,[德]恩德斯著,李洪心译.电子商务战略[M].东北财经大学出版社,2012.
①[美]斯科特著,王吉斌等译.微博时代的实时营销与公关[M].机械工业出版社,2012.
[1]张润彤,郑丰编.电子商务[M].清华大学出版社出版,2012.
[2]亿邦动力网.(2013.1.29). http://www.ebrun.com.
[3][美]斯科特著,王吉斌等译.微博时代的实时营销与公关[M].机械工业出版社,2012.
[4][美]汉德利,查普曼著,王正林等译.内容营销[M].电子工业出版社,2011.
[5]水清木华研究中.http://www.pday.com.cn
[6]洪涛编著.电子商务盈利模式案例[M].经济管理出版社,2011.
[7]证券时报网.http://www.stcn.com.
[8]黄京华编著.电子商务教程[M].清华大学出版社,2010.
[9]加里P.施奈德,成栋译.电子商务[M].机械工业出版社,2010.
[10]中华人民共和国商务部.中国电子商务报告(2010-2011年)[R].2012.
[11][法]杰拉希,[德]恩德斯著,李洪心译.电子商务战略[M].东北财经大学出版社,2012.
[12]吕廷杰编.移动电子商务[M].电子工业出版社,2011.
[13]蔡剑,叶强,廖明玮编著.电子商务案例分析[M].北京大学出版社,2011.
[14][美]黄铠,福克斯,唐加拉著,武永卫等译.云计算与分布式系统[M].机械工业出版社,2013.
[15]吴朱华编著.云计算核心技术剖析[M].人民邮电出版社,2011.
[16]迈克尔·于戈斯,德瑞克·哈里斯基著.赢在云端-云计算与未来商机[M].人民邮电出版社,2012.
[17][美]温克勒著,刘戈舟等译.云计算安全[M].机械工业出版社,2013.
[18]沈拓著.不一样的平台：移动互联网时代的商业模式创新[M].人民邮电出版社,2012.
[19]郑凤等编著.移动互联网技术架构及其发展[M].人民邮电出版社,2013.
[20]赵忠东,杨庆丰. “魔”式为王：赢在移动互联网时代[M].电子工业出版社,2012.
[21]苏静,翟旭君著.传统企业电商之道[M].电子工业出版社,2012.
[22]张劲松著.中国第三方电子支付盈利模式创新问题研究[M].学苑出版社,2012.
[23]杨兴凯主编.电子商务战略与解决方案[M].机械工业出版社,2011.
[24][英]斯莱特著,冯锋译.电子商务[M].世界图书出版公司,2011.
[25]覃征等编著.移动电子商务[M].清华大学出版社,2012.
[26][美]纳哈瑞,克鲁兹著,杨金梅译.Web商务安全设计与开发宝典[M].清华大学出版社,2012.
[27]中国电信移动支付研究组编著.走进移动支付-开启物联网时代的商务之门[M].电子工业出版社,2012.
[28]中国电子学会云计算专家委员会编.云计算技术发展报告[R].科学出版社,2011.
[29]李德毅等主编.2012云计算技术发展报告[R].2012.
[30]刘威.电子商务企业盈利模式研究[D].西华大学硕士论文,2006.
[31]邓国辉.电子商务相对于传统商务的比较优势[J].北方经贸,2002.
[32]陈仿.我国电子商务盈利模式研究[D].北京工商大学硕士论文,2006.
[33]张进.电子商务盈利模式理论与应用分析[D].北京邮电大学硕士学位论文,2008.
[34]李柱.电子商务盈利模式国内研究综述[J].科技经济市场,2010.
①刘威.电子商务企业盈利模式研究[D].西华大学收拾论文,2006.
②吴叔平.电子商务的价值链与赢利模式[M].上海远东出版社,2001.
①陈仿.我国电子商务盈利模式研究[D].北京工商大学硕士论文,2006.
②张进.电子商务盈利模式理论与应用分析[D].北京邮电大学硕士学位论文,2008.
①李柱.电子商务盈利模式国内研究综述[J].科技经济市场,2010,(11).
①[法]杰拉希,[德]恩德斯著,李洪心译.电子商务战略[M].东北财经大学出版社,2012.
①[美]斯科特著,王吉斌等译.微博时代的实时营销与公关[M].机械工业出版社,2012.
[1]张润彤,郑丰编.电子商务[M].清华大学出版社出版,2012.
[2]亿邦动力网.(2013.1.29). http://www.ebrun.com.
[3][美]斯科特著,王吉斌等译.微博时代的实时营销与公关[M].机械工业出版社,2012.
[4][美]汉德利,查普曼著,王正林等译.内容营销[M].电子工业出版社,2011.
[5]水清木华研究中.http://www.pday.com.cn
[6]洪涛编著.电子商务盈利模式案例[M].经济管理出版社,2011.
[7]证券时报网.http://www.stcn.com.
[8]黄京华编著.电子商务教程[M].清华大学出版社,2010.
[9]加里P.施奈德,成栋译.电子商务[M].机械工业出版社,2010.
[10]中华人民共和国商务部.中国电子商务报告(2010-2011年)[R].2012.
[11][法]杰拉希,[德]恩德斯著,李洪心译.电子商务战略[M].东北财经大学出版社,2012.
[12]吕廷杰编.移动电子商务[M].电子工业出版社,2011.
[13]蔡剑,叶强,廖明玮编著.电子商务案例分析[M].北京大学出版社,2011.
[14][美]黄铠,福克斯,唐加拉著,武永卫等译.云计算与分布式系统[M].机械工业出版社,2013.
[15]吴朱华编著.云计算核心技术剖析[M].人民邮电出版社,2011.
[16]迈克尔·于戈斯,德瑞克·哈里斯基著.赢在云端-云计算与未来商机[M].人民邮电出版社,2012.
[17][美]温克勒著,刘戈舟等译.云计算安全[M].机械工业出版社,2013.
[18]沈拓著.不一样的平台：移动互联网时代的商业模式创新[M].人民邮电出版社,2012.
[19]郑凤等编著.移动互联网技术架构及其发展[M].人民邮电出版社,2013.
[20]赵忠东,杨庆丰. “魔”式为王：赢在移动互联网时代[M].电子工业出版社,2012.
[21]苏静,翟旭君著.传统企业电商之道[M].电子工业出版社,2012.
[22]张劲松著.中国第三方电子支付盈利模式创新问题研究[M].学苑出版社,2012.
[23]杨兴凯主编.电子商务战略与解决方案[M].机械工业出版社,2011.
[24][英]斯莱特著,冯锋译.电子商务[M].世界图书出版公司,2011.
[25]覃征等编著.移动电子商务[M].清华大学出版社,2012.
[26][美]纳哈瑞,克鲁兹著,杨金梅译.Web商务安全设计与开发宝典[M].清华大学出版社,2012.
[27]中国电信移动支付研究组编著.走进移动支付-开启物联网时代的商务之门[M].电子工业出版社,2012.
[28]中国电子学会云计算专家委员会编.云计算技术发展报告[R].科学出版社,2011.
[29]李德毅等主编.2012云计算技术发展报告[R].2012.
[30]刘威.电子商务企业盈利模式研究[D].西华大学硕士论文,2006.
[31]邓国辉.电子商务相对于传统商务的比较优势[J].北方经贸,2002.
[32]陈仿.我国电子商务盈利模式研究[D].北京工商大学硕士论文,2006.
[33]张进.电子商务盈利模式理论与应用分析[D].北京邮电大学硕士学位论文,2008.
[34]李柱.电子商务盈利模式国内研究综述[J].科技经济市场,2010.