摘要
自进入21世纪以来科技迅速发展,互联网的成长日新月异、随之而来的是中国电商的繁荣昌盛。中国的电子商业的发展已经持续了四分之一个世纪,目前中国电子商务业务量占中国市场总体量的比例在不断上升。但是,市场上存在大大小小的电商平台,有的电商平台迅猛发展如苏宁云商,有的电商企业由于商业定位混乱,品牌特别不足、资金链断裂等原因被迫退出电商市场。本篇文章将以苏宁易购为例,通过结合以下相关的财务指标来分析中国电商企业经营的现状,找出电商企业盈利能力的各种问题,从而提出相关对策。
Since entering the 21st century,technology has developed rapidly,and the growth of the Internet has been changing rapidly,which has led to the prosperity of Chinese e-commerce.The development of e-commerce in China has been ongoing for a quarter of a century,and the proportion of e-commerce business volume in the overall Chinese market is constantly increasing.However,there are e-commerce platforms of all sizes in the market.Some e-commerce platforms have developed rapidly,such as Suning Cloud Commerce,while some e-commerce enterprises have been forced to withdraw from the e-commerce market due to chaotic commercial positioning,insufficient brands,and broken capital chains.This article will take Suning E-commerce as an example,analyze the current situation of Chinese e-commerce enterprises'operation by combining the following relevant financial indicators,identify various problems in the profitability of e-commerce enterprises,and propose relevant countermeasures.
作者
朱胜男
ZHU Sheng-nan(Tibet University for Nationalities,Xianyang,Shaanxi 712000)
出处
《江苏商论》
2023年第10期73-75,共3页
Jiangsu Commercial Forum
关键词
销售毛利率
销售收入
销售成本
销售净利率
资产净利率
Gross profit margin on sales
Sales revenue
Cost of sales
Net profit margin on sales
Net asset profit margin
