当前企业战略实施面临越来越复杂的市场环境。管理会计作为现代企业管理中的重要工具,其涵盖了成本控制、资源配置、绩效评估和风险管理等多方面内容,在战略执行中具有关键作用。本文以京东商城为例,分析京东在财务管理、供应链成本控...当前企业战略实施面临越来越复杂的市场环境。管理会计作为现代企业管理中的重要工具,其涵盖了成本控制、资源配置、绩效评估和风险管理等多方面内容,在战略执行中具有关键作用。本文以京东商城为例,分析京东在财务管理、供应链成本控制和风险管理等方面的情况,提出了加强成本控制、优化资源配置、提升绩效评估与决策支持、强化供应链管理与风险预测等策略,希望对京东管理会计体系完善提供参考,助力京东战略目标的进一步落地。The implementation of current corporate strategies is facing an increasingly complex market environment. Management accounting, as an important tool in modern enterprise management, covers various aspects such as cost control, resource allocation, performance evaluation, and risk management, and plays a crucial role in strategic execution. This article takes JD.com as an example to analyze its situation in financial management, supply chain cost control, and risk management. It proposes strategies to strengthen cost control, optimize resource allocation, enhance performance evaluation and decision support, strengthen supply chain management and risk prediction, and hopes to provide reference for the improvement of JD’s management accounting system and help further implement JD’s strategic goals.展开更多
近年来,我国网络直播行业呈现出直线发展趋势,竞争也越来越激烈,已经从最开始的技术、资本转化为流量、内容、主播等各方面的竞争。网络直播带货营销作为一种新兴的营销方式,吸引着越来越多的人参与其中,各种各样的娱乐平台、电子商务平...近年来,我国网络直播行业呈现出直线发展趋势,竞争也越来越激烈,已经从最开始的技术、资本转化为流量、内容、主播等各方面的竞争。网络直播带货营销作为一种新兴的营销方式,吸引着越来越多的人参与其中,各种各样的娱乐平台、电子商务平台,借助“网红”、“知名演艺人员”带货,既给平台引流,又提高了商品销售量,使得自身在激烈的市场竞争中更具优势。但部分平台网络直播带货营销过程中也存在着一些问题,直播数据虚假、销售假冒伪劣商品、消费者维权困难、信息泄露等多重问题频发,说明我国关于网络直播营销监管仍有很多不足,加强对网络直播营销环境的高质量监管,成为全社会的诉求。本文以京东商城为研究对象,分析京东商城知名演艺人员直播带货营销现状,发现京东商城网络直播带货营销中存在以下监管问题,即法律法规缺失、惩处力度不足;监管方式单一僵化;监管技术亟待更新。借此找出提高京东商城网络直播带货营销成效的对策,帮助京东商城更好更快地实现营销目标。In recent years, China’s online live streaming industry has shown a linear development trend, and competition has become increasingly fierce. It has transformed from technology and capital to competition in various aspects such as traffic, content, and anchors. As an emerging marketing method, online live streaming sales attract more and more people to participate. Various entertainment and e-commerce platforms use “internet celebrities” and “well-known performers” to promote their products, which not only attract traffic to the platform but also increase product sales, giving themselves an advantage in fierce market competition. However, there are also some problems in the process of online live streaming sales on some platforms, such as false live streaming data, sales of counterfeit and inferior products, difficulties in consumer rights protection, and information leakage. This indicates that there are still many shortcomings in China’s supervision of online live streaming marketing. Strengthening high-quality supervision of the online live streaming marketing environment has become a demand of the whole society. This article takes JD.com as the research object and analyzes the current situation of live streaming sales and marketing by well-known performers on JD.com. It is found that there are regulatory issues in the online live streaming sales and marketing of JD.com, namely the lack of laws and regulations and insufficient punishment;the regulatory approach is single and rigid;regulatory technology urgently needs to be updated. Based on these findings, countermeasures are proposed to improve the effectiveness of JD.com’s live streaming e-commerce marketing, helping JD.com achieve its marketing goals better and faster.展开更多
文摘当前企业战略实施面临越来越复杂的市场环境。管理会计作为现代企业管理中的重要工具,其涵盖了成本控制、资源配置、绩效评估和风险管理等多方面内容,在战略执行中具有关键作用。本文以京东商城为例,分析京东在财务管理、供应链成本控制和风险管理等方面的情况,提出了加强成本控制、优化资源配置、提升绩效评估与决策支持、强化供应链管理与风险预测等策略,希望对京东管理会计体系完善提供参考,助力京东战略目标的进一步落地。The implementation of current corporate strategies is facing an increasingly complex market environment. Management accounting, as an important tool in modern enterprise management, covers various aspects such as cost control, resource allocation, performance evaluation, and risk management, and plays a crucial role in strategic execution. This article takes JD.com as an example to analyze its situation in financial management, supply chain cost control, and risk management. It proposes strategies to strengthen cost control, optimize resource allocation, enhance performance evaluation and decision support, strengthen supply chain management and risk prediction, and hopes to provide reference for the improvement of JD’s management accounting system and help further implement JD’s strategic goals.
文摘近年来,我国网络直播行业呈现出直线发展趋势,竞争也越来越激烈,已经从最开始的技术、资本转化为流量、内容、主播等各方面的竞争。网络直播带货营销作为一种新兴的营销方式,吸引着越来越多的人参与其中,各种各样的娱乐平台、电子商务平台,借助“网红”、“知名演艺人员”带货,既给平台引流,又提高了商品销售量,使得自身在激烈的市场竞争中更具优势。但部分平台网络直播带货营销过程中也存在着一些问题,直播数据虚假、销售假冒伪劣商品、消费者维权困难、信息泄露等多重问题频发,说明我国关于网络直播营销监管仍有很多不足,加强对网络直播营销环境的高质量监管,成为全社会的诉求。本文以京东商城为研究对象,分析京东商城知名演艺人员直播带货营销现状,发现京东商城网络直播带货营销中存在以下监管问题,即法律法规缺失、惩处力度不足;监管方式单一僵化;监管技术亟待更新。借此找出提高京东商城网络直播带货营销成效的对策,帮助京东商城更好更快地实现营销目标。In recent years, China’s online live streaming industry has shown a linear development trend, and competition has become increasingly fierce. It has transformed from technology and capital to competition in various aspects such as traffic, content, and anchors. As an emerging marketing method, online live streaming sales attract more and more people to participate. Various entertainment and e-commerce platforms use “internet celebrities” and “well-known performers” to promote their products, which not only attract traffic to the platform but also increase product sales, giving themselves an advantage in fierce market competition. However, there are also some problems in the process of online live streaming sales on some platforms, such as false live streaming data, sales of counterfeit and inferior products, difficulties in consumer rights protection, and information leakage. This indicates that there are still many shortcomings in China’s supervision of online live streaming marketing. Strengthening high-quality supervision of the online live streaming marketing environment has become a demand of the whole society. This article takes JD.com as the research object and analyzes the current situation of live streaming sales and marketing by well-known performers on JD.com. It is found that there are regulatory issues in the online live streaming sales and marketing of JD.com, namely the lack of laws and regulations and insufficient punishment;the regulatory approach is single and rigid;regulatory technology urgently needs to be updated. Based on these findings, countermeasures are proposed to improve the effectiveness of JD.com’s live streaming e-commerce marketing, helping JD.com achieve its marketing goals better and faster.
