会计学院知识库

  商业模式转型近些年成为公司治理的一个研究趋势。通过阅读大量相关文献，梳理了商业模式与财务绩效研究现状，总结了商业模式与价值创造、财务绩效的关系。可以看出关于商业模式的研究方向较多，大部分研究结果最终指向增加企业价值。从本质上来看，企业寻求商业模式转型就是为了实现企业长短期财务目标，增加企业收益。

  本文根据商业模式理论、价值创造理论、竞争优势理论等对李宁公司商业模式转型动因从资源配置、价值创造、盈利困境三个方面进行分析；运用“商业画布”工具并归类为产品销售与服务、消费者、财务效益和品牌价值创造四个模块，探究李宁公司商业模式转型采取的措施。通过选取的财务指标评价李宁公司转型后财务绩效并计算李宁公司2011年-2019年EVA。研究得出李宁公司从传统零售商业模式向基于多边平台商业模式系统思想的“互联网+”数字化零售模式转型后，公司整体财务指标有了明显好转，企业价值得到较大提升。李宁公司在未来商业模式转型创新中，要持续创新电商平台，通过将大数据等互联网技术与线上线下销售渠道深入融合，与公司库存管理深入对接，与生产商经销商等深度链接，实现全渠道全系统的数字化零售商业模式；不断创新产品内容，加深向产品非绑定创新型商业模式靠拢；持续品牌价值优化，吸引国外消费者市场，增加企业交易机会，不断增强公司盈利能力。

    Business model transformation has become a research trend of corporate governance in recent years. Through reading a lot of literature, the present research situation of business model and financial performance is sorted out. The relationship of business model , value creation and financial performance is summarized. There are many research directions on business model .The most of the research results are ultimately aimed at increasing enterprise value. In essence, enterprises seek business model transformation in order to achieve their long-term and short-term financial goals ,finally increasing their earnings.

    This paper based on business model theory, value creation theory and competitive advantage theory, analyzes the motivation of Li Ning's business model transformation from three aspects: resource allocation, value creation and profit dilemma. By using the " Business canvas" tool classifies it into four modules: product sales and service, consumer, financial benefit and brand value creation to explore measures taken by Li Ning's business model transformation.Through the selected financial indicators to evaluate the financial performance of Li Ning after the transformation,then calculated EVA of Li Ning Company from 2011 to 2019. The research shows that after the transformation of Li Ning Company from the traditional retail business model to the "Internet +" digital retail model based on the systematic thought of the multilateral platform business, the financial indicators and the enterprise value of Li Ning Company have been significantly improved. In the future, Li Ning Company should continue to innovate the e-commerce platform. Through the deep integration of big data and other Internet technologies with online and offline sales channels, improve the company's inventory management, cooperate with dealers to realize digital retail business model. Li Ning Company should innovate product content, closer to the innovative business model of product unbundling and keep to optimize brand value to attract foreign consumer markets. By this way, Li Ning Company can increase transaction opportunities and constantly enhance profitability.