基于进入壁垒分析凡客亏损原因

在电子商务以其"轻资产"模式受到广泛欢迎的今天,凡客诚品---作为一支新锐迅速突起。然而,其发展模式模式受到质疑。分析发现,凡客诚品连续4年的亏损只是一个表面现象,所积累的沉淀成本是其目前为止处于亏损状态的重要原因。凡客诚品从产业布局的角度进行的产业链控制战略,通过规模庞大的广告支出以及自建物流体系,形成了凡客诚品自身的壁垒,已经为其未来竞争立于不败之地打下了很好的基础和保障。可以预见,凡客诚品将牢牢控制住电子商务行业的产业链利用输出点,其未来的竞争实力必然不容小觑。

Analyzing the Reasons of VANCL's Loss Based on Entry Barriers

VANCL grows rapidly as a new prominence nowadays when e-commerce is widely popular thanks to its light-asset pattern.However,its development model is questioned.It is found that the loss in four consecutive years is only a superficial phenomenon;the accumulated sunk cost is an important cause of deficit till now.From the perspective of industrial distribution,VANCL carries forward an industrial chain control strategy with huge amount of advertising expenditure and a self-built logistics system,which has laid a good foundation for the success in future competition.It is predictable that VANCL will keep a firm hand on the industrial chain of e-commerce as an output point,bringing about noteworthy prospective competitive strength for it.