“互联网+”时代下苏宁云商盈利能力分析.docxVIP

摘要 从2010年以来，传统商业零售商巨头们在中国的发展由于电子商务的茁壮成长以及其强大的对于商业方面的渗透能力，陷入了前所未有的困境之中。身为全国最大的龙头零售企业的苏宁云商顺应时代的发展，大力发展线上线下业务，全面实现新的O2O零售模式。本篇论文，以盈利能力理论知识为基础进行讨论，将苏宁云商的盈利能力作为研究对象，以盈利能力的四项指标——销售毛利率、销售净利率、总资产报酬率、成本费用利润率为基础，分析总结其各项指标的变化情况，由此得到的结论是：“互联网+”时代下，转型后的苏宁云商盈利能力虽有所提升，但是缺乏持续性，总的来说盈利水平降低，仍然需要不断发展完善其云商平台。之后本文中也对增强苏宁云商的盈利能力提出了一些建议，希望可以为传统零售业巨头们在“互联网+”时代中转变经济形态，提高与发展经济能力提供些参考。 关键词：苏宁云商；电子商务；盈利能力 Abstract Since 2010, the development of traditional commercial retailers in China has been in an unprecedented predicament due to the robust growth of e-commerce and its strong penetration into the business. As the largest leading retail enterprise in China, suning commerce complies with the development of The Times, vigorously develops online and offline businesses, and comprehensively realizes the new O2O retail model. This paper, based on the profitability of theory are discussed, the Su Ningyun businesss profitability as the research object, by four indicators of profitability, sales gross profit margin, net interest rate, return on total assets, cost, profit margin, on the basis of analysis to summarize the change situation of each index, thus the conclusion is: the era of Internet +, after the transformation of Su Ningyun business profitability is improved, but the lack of continuity, lower overall profit, still need to constantly developing its cloud platform. After that, this paper also puts forward some Suggestions to enhance the profitability of suning cloud business, hoping to provide some references for the traditional retail giants to change their economic forms and improve and develop their economic capacity in the era of Internet +. Key words: Suning cloud business；E-commerce；Profitability 目录 第一章 绪论 1 1.1 研究背景及意义 1 1.2 研究内容及方法 2 第二章 文献综述 4 2.1国外文献综述 4 2.2国内文献综述 5 第三章 企业盈利能力相关理论概述 6 3.1 企业盈利能力的含义 6 3.2 影响企业盈利能力的因素 6 3.3企业盈利能力的各项指标 7 第四章 “互联网+”时代下苏宁云商盈利能力分析 9 4.1“互联网+”简介 9 4.2 苏宁云商简介 9 4.3苏宁云商的盈利模式 10 4.4苏宁云商盈利能力分析 10 4.5苏宁云商盈利能力问题分析 14 第五章 对苏宁云商盈利能力提升的建议 16 5.1加强成本管理 16 5.2