电子商务网站盈利模式研究

^论文编号:DZ259  ^论文字数:19228.页数:26,附开题报告,任务书,外文翻译

摘     要
 随着因特网的普及，我国电子商务也在蓬勃发展。许多电子商务网站在已经推出了收费项目后，仍然拥有较大交易规模和用户规模，但我国的电子商务却还没有找到合适的盈利模式。和传统的企业一样，如果不能实现盈利，产品和服务做得再好的电子商务企业也无法生存和发展下去。 因此，找到合适的盈利模式，实现盈利，成了我国电子商务发展的当务之急。本文旨在分析国外电子商务的盈利模式和我国电子商务发展的基础上，对适合我国电子商务的盈利模式进行探索和发掘。
 本文首先对电子商务盈利模式的概念进行了界定并分析了其研究意义。本文讨论的电子商务盈利模式是指电子商务企业能为客户提供价值，同时电子商务企业和其他参与者又能分享利益的有机体系，是对电子商务企业如何盈利这一问题的简明扼要的概括和揭示。其次，本文对国内外当前的电子商务盈利模式的研究现状，进行了较为全面的分析后，认为当前理论界对电子商务盈利模式研究还不够系统和深入。其表现是要么是从宏观角度进行的研究，缺乏对现实问题的深入剖析；要么是从电子商务的一个部分出发研究，还不能对整个电子商务盈利模式进行全面的揭示。接着，本文在对研究现状进行全面分析的基础上，从中确定了一种较合理的电子商务盈利模式分类体系。即根据构成盈利的商业活动中的产品流，服务流和信息流三要素，将电子商务盈利模式划分为：产品交易型盈利模式，服务销售型盈利模式和信息交付型盈利模式。最后，本文针对前文总结的三种盈利模式，为了让现有这些模式能在现实当中得到正确的运用，本文还提出了电子商务盈利模式在我国的应用中应该遵循的一些基本原则。我国目前在这三种电子商务盈利模式开展过程中出现的问题和可以采取的相应措施，指出这些成功案例对我国电子商务企业在盈利模式的构建中所具有的借鉴意义。不过，其他的电子商务企业在自身发展的过程中，也需要根据其不同的具体情况做出相应的调整和进一步的创新，以真正实现我国的电子商务。
 
     关键词：电子商务，商业模式，盈利模式 
 
 
 
 abstract
    With the popularizing of Internet,e-commerce in China is also growing more vigorously than ever before.Although many e-commerce website launched fee-charging business and stilll kept fairly wide scope of business and customers, the e-commerce industry has not find appropriate profit modes.The same to traditional industry, no matter what good products and services they provide,as long as the e-commerce enterprises could not make profit,They canaot exist and develop. Therefore, find a proper mode to make profit becomes the most urgent task for the development of e-commerce in China. This paper focuses on analyzing the profit modes of e-commerce in foreign countries and the development of e-commerce in China. Based on this, it explores the appropriate modes of making profit for e-commerce in our country.
 Firstly,this paper defined the concept of e-commerce profit modes and analyzed the significance of research on the topic.The profit modes in this article are a system, in which the e-commerce enterprise could provide value for customer and gain benefit. And it simply talked about how an e-commerce enterprise could make profit .The research on this subject could not only enrich the system of e-commerce theory, but also has significant sense for the tong-term development of this industry.
 Secondly, the paper comprehensively analyzed and summarized the reseach status of this subjice. The reseach on e-commerce profit mode is not systemic and deep enough. Some of them reseach from a macroscopic view, but are lack of thorough analyze on the realistic problems. Some of them research on part of the e-commerce and could mot comprehensively reveal the profit mode for the whole industry.
 Then,based on the analysis of the research status, it chose a reasonable classification system for the e-commerce profit modes.That is ,according to the three key elements, product current, service current and information current, it classified and ilustrated modes based on sale of product, modes based on sale of service and modes based oon deliver of information.
 Finally,this paper appregates the issues and solutions, that presented in the implementation of the three profit modes in China. Then it point out the significance of these success cases on constructing e-commerce enterprises’profit modes.However, in the process of developing e-commerce, the adjustment and innovation is still needed in defferent cases to realize the e-commerce in China.
     Key word: E-Commerce;  Business Mode; Profit Mode

 目  录
前  言 - 1 -
1．电子商务盈利模式概述 - 2 -
1.1电子商务 - 2 -
1.2 商务模式 - 2 -
1.3 盈利模式 - 3 -
1.4研究电子商务盈利模式的意义 - 4 -
2.电子商务盈利模式的类型 - 4 -
2.1产品交易型盈利模式 - 4 -
2.2服务销售型盈利模式 - 5 -
2.3 信息交付型盈利模式 - 6 -
3. 我国电子商务盈利模式的分析 - 7 -
3.1产品交易型盈利模式分析 - 7 -
3.1.1产品交易型盈利模式的本质和特点 - 7 -
3.1.2 产品交易型盈利模式所面对的问题 - 8 -
3.2服务销售型盈利模式分析 - 9 -
3.2.1服务销售型盈利模式的本质和特点 - 9 -
3.2.2 服务销售型盈利模式所面对的问题 - 10 -
3.3信息交付型盈利模式分析 - 11 -
3.3.1信息交付型盈利模式的本质和特点 - 11 -
3.3.2信息交付型盈利模式所面对的问题 - 12 -
4. 电子商务盈利模式应对措施 - 13 -
4.1产品交易型盈利模式应对措施 - 13 -
4.2服务销售型盈利模式应对措施 - 15 -
4.3信息交付型盈利模式应对措施 - 17 -
结  论 - 19 -
致  谢 - 20 -
参考文献 - 21 -

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