会计学院知识库

  近几年，随着互联网技术和国民网购模式日新月异，零售电商企业得以在短短几年时间里飞速发展，在飞速发展的背后是短期发展不可避免的各种弊端，随之而来的就是大量的电商企业面临不断亏损，却无法找到有效办法解决的困境。不计其数的零售电商在快速兴起之后又随着以极快的速度陨落，正因如此，电子商务企业如何盈利、如何实现稳定的发展等一系列问题的研究已经成为我国学者们所关注的热门话题之一。

  新社交电商行业最具代表性的企业——拼多多，成立3年之后就已经可以远赴美国纽交所上市。在短短6年的发展后，不论是其营业额还是成交量均已成为我国电商行业中的一颗不朽的明星。因此，纵观现今能在这个在互联网大数据时代背景下的激烈的电子商务市场中能做到快速崛起，并保持着强劲发展势头的拼多多，已经成为众多零售电商企业的楷模，基于这个角度，拼多多的盈利模式的理论剖析研究对零售电商企业具有极其重要的研究价值。

  本文以电商企业拼多多为研究的目标企业，在对相关概念和背景进行梳理的基础上，首先从盈利模式最基本的五个构成要素为主要研究对象，进行深度剖析，分析出拼多多独特的盈利模式的亮点和可取之处，进而再以杜邦分析法进行整体财务分析，然后将盈利模式和指标分析结合，对拼多多盈利模式进行纵向和横向的财务评价。综合以上分析，通过数据分析、理论剖析等角度对拼多多发展过程中出现的问题，得出拼多多在发展中存在长期持续性的亏损局面很难得到改观；超快的增长速度的长久性令人怀疑；商品质量良莠不齐；拼团购物模式存在被模仿和替代的风险；平台服务与建设存在短板等问题，并针对其存在的问题提出了一些建议，建议拼多多开发新的利润增长点，加强售后服务和商品质量管控，合理控制营销费用的支出以及搭建自己的物流和支付体系，并希冀中国电子商务企业都能实现稳定长远的发展。

    Due to the development of Internet technology and the rapid change of people's online shopping mode in recent years, retail e-commerce enterprises have achieved rapid development in just a few years. Behind the rapid development are all kinds of disadvantages inevitably brought by short-term development, followed by the plight that a large number of e-commerce enterprises are facing continuous losses but can not find effective solutions. Countless retail e-commerce companies have been rising rapidly and then falling at a very fast speed. Because of this, the research on a series of issues such as how to make profits and how to achieve stable development of e-commerce enterprises has become one of the hot topics concerned by Chinese scholars.

    PDD, the most representative enterprise in the new social e-commerce industry, can be listed on the New York Stock Exchange three years after its establishment. After just five years of development, both its turnover and turnover have become an immortal star in China's e-commerce industry. Therefore, today, PDD, which can rise rapidly and maintain a strong momentum of development in the fierce e-commerce market in the era of Internet big data, has become a model for many retail e-commerce enterprises. Based on this perspective, the theoretical analysis of PDD's profit model has extremely important research value for retail e-commerce enterprises.

    This paper takes PDD, an e-commerce enterprise, as the research target. On the basis of combing the relevant concepts and background, this paper first analyzes the five basic elements of the profit model as the main research object, and then analyzes the highlights and advantages of PDD's unique profit model, and then carries out the overall financial analysis with DuPont analysis method, Then, combining the profit model and index analysis, the paper makes vertical and horizontal financial evaluation on PDD profit model. Based on the above analysis, through data analysis and theoretical analysis, this paper analyzes the problems in the process of PDD's development, and concludes that PDD's long-term persistent deficit situation is difficult to be improved; The long term of the super fast growth rate is doubtful; The quality of goods is uneven; There is a risk of being imitated and replaced in group shopping; There are some problems in the service and construction of the platform, and some suggestions are put forward. It is suggested that PDD should develop new profit growth points, strengthen after-sales service and commodity quality control, reasonably control marketing expenses and build its own logistics and payment system, and hope that Chinese e-commerce enterprises can achieve stable and long-term development.