Research on Profit Model of E-Commerce Enterprises Based on Value Chain Perspective—Taking Vipshop as an Example

随着互联网技术的飞速发展，互联网普及率日益攀升，消费者的需求逐渐朝着多样化、个性化以及便捷化等方向发展，由此电商行业的竞争也日趋激烈，盈利模式创新成为企业存续发展的关键点。唯品会作为中国领先的购物平台和折扣零售商，其盈利模式的转型路径具有行业研究价值。本文基于价值链理论框架，利用文献分析法，解析唯品会盈利模式的构成要素及转型路径，分析其转型后的不足，提出优化建议，旨在为电商平台盈利模式的转型及提升提供参考。With the rapid development of Internet technology, the Internet penetration rate is increasing, and consumer demand is gradually developing in the direction of diversification, personalization and convenience. As a result, competition in the e-commerce industry is becoming increasingly fierce, and profit model innovation has become the key point for the sustainable development of enterprises. As a leading shopping platform and discount retailer in China, Vipshop’s profit model transformation path has industry research value. Based on the theoretical framework of the value chain and the literature analysis method, this paper analyzes the components and transformation path of Vipshop’s profit model, analyzes its shortcomings after transformation, and puts forward optimization suggestions, aiming to provide references for the transformation and improvement of the profit model of e-commerce platforms.