对 L 公司 B2C 电子商务盈利模式研究【摘要】在这个瞬息万变的时代，电商企业也在不断变化，越来越多零售企业、传统企业进入电商行列，人们越来越喜欢在各大电商平台购物。然而机遇与挑战并存，电商市场越大意味着竞争越多，替代品、仿制品也会增加，这样会导致企业的成本上升，继而利润下跌。本文对新开展母婴类 B2C 电商业务的 L 公司的盈利模式进行研究，通过盈利模式的五个构成要素和杜邦分析法对 L 公司的盈利模式进行分析，找到公司盈利不稳定、净利润较低的因素，并提出改善盈利模式的建议，帮助企业提高盈利能力。结果发现 L 公司的利润对象、成本可控力和核心竞争力等问题导致公司盈利不稳定。最后提出改善 L 公司盈利模式的建议，包括提高 L 公司的成本可控力、加强 L 公司的利润屏障等。【关键词】盈利模式；盈利模式的构成要素；杜邦分析法 Analysis [Abstract] In this rapidly changing era, e-commerce companies are also constantly changing. More and more retail companies and traditional companies are entering the ranks of e-commerce. People are more and more like shopping on major e-commerce platforms. However, opportunities and challenges coexist. The larger e-commerce market means more competition and the increase in substitutes and imitations. This will cause the cost of the company to rise and the profit to fall. This article studies the profit model of L Company, which is a newly launched B2C e-commerce business for mothers and infants. It analyzes the profit model of L Company through the five components of the profit model and the DuPont analysis method. Low factors, and put forward suggestions to improve the profit model to help companies improve profitability. As a result, it was found that the profit target, cost controllability and core competitiveness of Company L led to unstable company profits. Finally, suggestions were made to improve L's profit model, including improving L's cost controllability and strengthening ...
