阿里巴巴与京东的商业模式及竞争优势对比分析——以财务报告为基础

I 阿里巴巴与京东的商业模式及竞争优势对比分析——以财务报告为基础

目录

本科毕业论文原创性及知识产权声明 .................................... 错误!未定义书签。

摘 要 ................................................................................................................... II

Abstract .............................................................................................................. III

一、引言 .............................................................................................................. 1

二、电子商务概念及商业模式概述 ..................................................................... 1

1. 电子商务的基本概念 ............................................................................................. 1

2．商业模式概述 ........................................................................................................ 2

3.商业模式模型 .......................................................................................................... 2

三、阿里巴巴与京东简介 .................................................................................... 3

1. 阿里巴巴发展简史 .................................................................................................. 3

2. 京东成长历程 ........................................................................................................ 4

四、阿里巴巴和京东商业模式对比分析.............................................................. 5

1. 定位 ........................................................................................................................ 5

2． 业务系统 .............................................................................................................. 7

3. 关键资源能力 ........................................................................................................ 9

4． 盈利模式 ............................................................................................................ 10

5．现金流结构 .......................................................................................................... 12

6． 企业价值 ............................................................................................................ 13

5. 阿里巴巴和京东商业模式目前存在的主要问题 ............................................ 14

1. 京东商业模式创新机制不足的制约 ..................................................................... 14

2. 阿里巴巴平台因“假货”问题遭受质疑 ................................................................... 14

结论 .................................................................................................................... 14

参考文献 ............................................................................................................. 16

致谢 .................................................................................................................... 17

II 摘 要

随着互联网普及率的提高，电子商务发展也变得越来越迅速。但在不同商业模式下的电子商务，盈利模式和发展趋势都大相径庭。因此我选择了魏朱六要素模型对阿里巴巴和京东两大电子商务企业进行对比分析。在采用文献回顾法的的基础上，结合财务数据将企业从定位、业务系统、关键资源和能力、盈利模式、现金流结构和企业价值进行综合分析，比较两家企业的竞争优势。

从案例分析来看，阿里巴巴和京东的商业模式不同。阿里巴巴始终坚持以“平台模式“为主，围绕核心电商业务再投资其他平台为辅助，迅速扩大自己的市场占有率，涉及的投资领域多，但始终以“轻资产”模式为主，不投资存货、仓储等设施，不断创新各种技术手段服务于各个用户以增加它们对平台的黏性。通过高收益、低成本、高盈利的资本结构在B2C市场站稳脚跟，企业的业务模式规模大也不容易被复制，是企业的关键资源所在。

京东始终坚持以“自营”模式为主，围绕传统电商业务为核心，大量投资仓储、物流等设施，扩大自己3C产品的市场占有率，投资领域也是围绕B2C市场，扩大自己的经营范围，购买厂商的独家代理权。再者，京东的存货量齐全并且电器及电子产品等价格低廉，吸引了更多的消费者，帮助京东扩大自己的市场。

关键词：电子商务，阿里巴巴，京东，商业模式

II Abstract

As the popularity of the Internet has increased, the development of e-commerce has

also become more rapid. However, in different business models, e-commerce, profit

models and development trends are quite different. Therefore, I chose the Wei Zhu six

element model to conduct a comparative analysis of two major e-commerce

companies, Alibaba and JD. On the basis of adopting the literature review method,

combined with financial data, the company will conduct a comprehensive analysis

from positioning, business systems, key resources and capabilities, profitability

models, cash flow structure and corporate value, comparing the competitive

advantages of the two companies.

From the case analysis, Alibaba and JD. have different business models. Alibaba

always adheres to the “platform model”, and relies on the core e-commerce business

to reinvest in other platforms. As a result, Alibaba rapidly expands its market share,

involving many investment areas, but it always focuses on the “light asset” model.

Investing in inventory, warehousing and other facilities, and constantly innovating

various technical means to serve each user to increase their viscosity to the platform.

With a high-yield, low-cost, high-profit-making capital structure that has established a

foothold in the B2C market, the scale of the company's business model is not easily

replicated. It is the company's key resource.