摘要：随着网络技术的逐步普及，全球经济趋于一体化，人们对生活品质的要求也越来越高，消费方式也时刻在发生着改变。我国的电子商务在这种时代背景下应运而生。但是由于B2C电子商务企业刚刚兴起，其经营模式还不成熟，导致许多企业不能够长久盈利。本文分析了B2C电子商务企业盈利模式的构成要素。并以目前我国品牌影响力较大的B2C电子商务企业之一—当当网为例，通过研究当当网盈利模式的构成要素和当当网在盈利方面、营运方面、获现方面、偿债方面的能力深入分析了其盈利现状。同时，发现了当当网在盈利模式上还是存在一些问题的，并针对出现的问题提出了一些合理化改进措施。为其它B2C电商企业的发展起到了一定的借鉴作用。91122

毕业论文关键词：B2C电子商务企业，盈利模式，当当网

Abstract: With the gradually popularization of network technology, the global economic integration, people has higher requirement for quality of life, consumption and changing all the time。 Our country electronic commerce arises at the historic moment under this time background。 But because B2C e-commerce enterprises has just started, the business model is still not mature, lead to many enterprises will not be able to long-term profitability。 This paper analyzes the composition factors of B2C e-commerce enterprise profit model。 And at the current brand in our country is one of the influential B2C e-commerce enterprise dangdang network as an example, through the study of the formation of dangdang network profit model elements and dangdang network in terms of profitability, operation, by now, debt paying ability, in-depth analysis of the current situation of its earnings。 At the same time, found dangdang network in the mode of operation and profit model still has some problems, and puts forward some rationalization in view of the problems in the improvement measures。 For other B2C electrical  business enterprise's development has played a certain reference function。

Keywords: B2C e-commerce enterprise, profit model, dangdang

目录

1 引言 4

1。1 研究背景 4

1。2 研究意义 4

1。3 文献综述 4

2 B2C电子商务盈利模式理论源G于J优L尔V论N文M网WwW.youeRw.com 原文+QQ75201`8766 概述 5

2。1 B2C电子商务的概念 5

2。2 B2C电子商务盈利模式的构成要素 5

2。3 B2C电子商务企业的盈利模式 6

3 当当网的盈利模式分析 7

3。1 当当网的简介 7

3。2 对当当网盈利模式的要素分析 7

3。3 对当当网盈利模式的财务分析 8

4 当当网盈利模式存在的问题 11

4。1 业务销售进入瓶颈期 11

4。2 综合B2C转型效果不佳