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论文编号：	6769
作者编号：	2120123045
上传时间：	2014/12/5 23:35:38
中文题目：	唯品会的商业模式研究
英文题目：	Research on Business Model of Vipshop
指导老师：	任星耀
中文关键字：	唯品会,商业模式,闪购
英文关键字：	Vipshop, business model, flash sale
中文摘要：	随着中国互联网的快速崛起，电子商务不断发展，人们对网购的要求也随着社会的发展而不断提升。消费者在追求省时、省力、省钱的同时，也青睐高品质、大品牌的商品。而供应商则希望缩短存货积压时间，提高货物流通速度，从而提高收益。因此，网络限时特卖平台（闪购平台）应运而生。 唯品会在国内首先创立了“闪购”的商业模式，在短短的几年里，迅速发展壮大，其增速领跑其他所有B2C平台，且自2012年底，连续几个季度持续盈利。针对这些情况，本文对唯品会的“闪购”商业模式进行了分析，对其商业模式的运营方式和保障因素进行了研究，希望通过本文能为我国的在线零售市场提供一些新的发展思路，使其更迅速更健康的发展，并能更好的为广大消费者服务。 本文对商业模式的内涵、商业模式的主要构成要素、商业模式的创新等管理理论进行了回顾。其次对中国在线零售市场的环境进行了分析，从在线零售业的内涵、在线零售业的分类及目前中国在线零售市场的发展现状进行了阐述。并结合唯品会，对在线零售市场的竞争状况进行了分析，同时对唯品会的优势劣势进行了研究。 在归纳总结理论研究和中国在线零售业现状的基础上，综合分析唯品会在商业模式上的运营策略，根据商业模式的构成要素对唯品会进行了具体剖析，同时对这种商业模式的保障要素进行了研究。通过对唯品会商业模式的分析，总结了唯品会商业模式的运营方式和保障要素，希望能对在线零售行业相关人员有所借鉴。
英文摘要：	With the quick development of internet and gradual development of e-business in China, needs of people for shopping online are gradually increasing with social development. At the same time of consumes seeking to save time, effort and money, they are also admiring goods of high quality and powerful brand. Suppliers want to shorten time of overstock and enhance circulation speed of goods, so that they can increase profit. Therefore, time-limited online promotion platform of emerges as the times require. Vipshop is the first to establish the flash purchase business model in China. It has been quickly developing and enlarging in the short years. Its growth speed is leading over all the other B2C platforms. In addition, it has been continually gaining profit for quarters since the end of 2012. For these situations, this paper analyses on the flash purchase business model of Vipshop. It studies on the operation model and guarantee factors of its business model. The author hopes that this paper can provide some new development ideas to gain quicker and healthier development as well as better service for the vast number of consumers. Firstly, this paper reviews the related management theories including the connotation, main composition elements, and innovation of business models. Secondly, it analyses the environment of online retailing market in China and illustrates the connotation, classification and development state of online retailing market. Then the author analyzes the competition state of online retailing market, the advantages and disadvantages of Vipshop. On the basis of summarizing theoretical study and state of online retailing market in China, it comprehensively analyzes management strategy of Vipshop in business model, explores the composition elements of Vipshop’s business model. Furthermore it also discusses guarantee elements of this business model. Through analysis on business model of Vipshop, it summarizes its management model and guarantee elements. It can provide some references for relevant managers of online retailing industry.
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