随着中产阶级消费升级大潮来临，电商领域迎来了新的发展机遇，网易公司作为最 早成立的互联网公司之一，在消费升级的大背景下推出了自营电商品牌网易严选。本文 以网易严选的商业模式为研究课题，对网易严选的模式存在的问题进行分析，并针对问 题提出改正和优化建议。 网易严选的商业模式在市场运行过程中涌现出了诸多问题，如品质管理的漏洞、低 周转带来的成本的资金的压力、老用户复购率的下降、收入模式单一等问题，针对严选 出现的实际问题，需要对商业模式的要素进行相应的调整。从源头把控品质，用全局的 视角来管理供应链，通过创造新的购物惊喜来提升老用户复购率，培养多样化的收入模 式来解决收入单一的问题。在市场环境不断变化中，严选的商业模式需要聚焦在如何降 低成本、提升效率的目标上，引入新的资源打开渠道通路，才能够突破现阶段的增长的 瓶颈。针对商业画布的 9 个要素，作者提出了通过柔性供应链管理提升效率优化成本结 构，通过差异化的价值主张来建设品牌，开放股权投资来获取核心资源等优化建议。 本文通过文献研究法，综合运用管理学理论对网易严选的商业模式进行研究，对网 易严选未来的发展提出积极优化和改正建议，也对电子商务领域的创新创业提供参考样 本。 关键词，电子商务；商业模式 ；商业画布II Abstract With the advent of the upsurge of middle class consumption upgrading, new development opportunities have come to the field of e-commerce. Netease, as one of the earliest Internet companies, launched its own e-commerce brand Netease under the background of consumption upgrading. This paper takes the business model of Netease's strict selection as the research subject, analyses the problems existing in the model, and puts forward some suggestions for correcting and optimizing the problem. In the process of market operation, Netease's strictly selected business model has also emerged with many problems. For example, the loopholes of quality management, the pressure of capital brought about by low turnover, the decline of the repurchase rate of old users, and the single income model, etc., in view of the actual problems, we need to adjust the elements of the business model accordingly. Control the quality from the source, manage the supply chain from the overall perspective, improve the repurchase rate of the old customers by creating new shopping surprises, and cultivate diversified income models to solve the problem of single income. In the changing market environment, the strictly selected business model needs to focus on how to reduce costs and improve efficiency, introduce new resources and open channels, in order to break through the bottleneck of growth at this stage. This paper studies the business model of Netease's strict selection through literature research and comprehensive application of management theory, puts forward positive optimization and improvement suggestions for the future development of Netease's strict selection, and also provides reference samples for innovation and entrepreneurship in the field of electronic commerce. Key words:Electronic Commerce;Business Model;Commercial CanvasIII 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 图标清单...................................................................................................................................V 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义.............................................................................................................. 1 1.2 文献综述.......................................................................................................................... 1 1.3 研究方法与思路.............................................................................................................. 4 第二章 网易严选商业模式分析..............................................................................................6 2.1 网易严选概述.................................................................................................................. 6 2.2 网易严选商业模式分析.................................................................................................. 6 2.3 本章小结.......................................................................................................................... 8 第三章 网易严选内外部环境分析..........................................................................................9 3.1 外部环境分析.................................................................................................................. 9 3.1.1 政策环境................................................................................................................... 9 3.1.2 经济环境................................................................................................................. 10 3.1.3 社会环境................................................................................................................. 10 3.1.4 技术环境................................................................................................................. 11 3.1.5 欧亿·体育（中国）有限公司竞争环境分析................................................................................................. 11 3.1.6 消费者需求分析..................................................................................................... 13 3.1.7 竞争者分析............................................................................................................. 15 3.2 内部环境分析................................................................................................................ 16 3.2.1 资源分析................................................................................................................. 16 3.2.2 能力分析................................................................................................................. 17 3.3 SWOT 分析 .................................................................................................................... 18 3.4 网易严选的目标市场.................................................................................................... 24 3.5 网易严选的战略选择.................................................................................................... 24 3.5 本章小结........................................................................................................................ 25 第四章 网易严选的商业模式成效及问题分析....................................................................27IV 4.1 网易严选商业模式成效及问题成因分析.................................................................... 27 4.1 重要伙伴分析................................................................................................................ 28 4.2 关键业务分析................................................................................................................ 29 4.3 核心资源分析................................................................................................................ 31 4.4 成本结构分析................................................................................................................ 31 4.5 价值主张分析................................................................................................................ 32 4.6 客户关系分析................................................................................................................ 33 4.7 客户细分分析................................................................................................................ 34 4.8 渠道通路分析................................................................................................................ 36 4.9 收入来源分析................................................................................................................ 37 4.10 网易严选商业模式的焦点.............................................................................