S公司线上首饰定制项目商业计划书

发布时间：2018-03-21 01:33

本文选题：S　切入点：公司首饰定制　出处：《东华大学》2016年硕士论文　论文类型：学位论文

【摘要】：珠宝首饰正成为继住房、汽车之后中国老百姓的第三大消费热点。珠宝首饰定制服务也被众人争相追捧,首饰定制的灵魂来自独有的设计,精确的理念以及精细的手工艺,每件首饰只有一个主人。因此,基于这样一个独特的理念而萌生了打造一个线上珠宝首饰定制项目。本商业计划书阐述了S公司线上珠宝首饰定制平台项目,通过公司内外部分析,运用SLEPT模型进行了外部分析,通过SWOT分析了该平台的优劣势,所在行业环境中的机会和威胁;进而阐述该项目的独特优势。S公司的行业竞争对手,为传统零售模式的珠宝商、已经在天猫商城开设网店的知名珠宝品牌商,以及一些线下线上未成气候的微商及小型定制作坊。该项目的优势在于珠宝设计在线体验式消费,将会开发直观的APP设计营运软件及网站平台,比传统商业模式更便捷,打破了空间、时间、地域的购物限制;相比较传统行业仅提供已经设计成型的珠宝成品供客户选购的卖方市场,该线上平台更讲究的是由客户自己设计产品,创造买方需求。运用问卷调查的方式,根据调研结果分析了客户需求及市场细分,通过目标客户分析,了解了消费者需求、购买动机以及影响客户购买决策的主要因素。利用STP进行市场细分,以及基于4P理论进行产品订价策略,制定了S公司线上首饰平台项目的价格策略、发展战略。进一步了解了市场上其他竞争对手的优劣势,进而明确了S公司的差异化策略。同时,本商业计划书还制定了S公司的电子商务模式,预测及分析了未来五年的财务状况,针对公司将来可能存在的风险提出对策,对商业项目的可执行做出了总结。
[Abstract]:Jewelry is becoming the third most popular consumer after housing and automobile. The custom service of jewelry and jewelry is also sought after by many people. The soul of jewelry customization comes from unique design, precise idea and fine handicraft. There is only one owner for each piece of jewelry. Therefore, based on such a unique concept, the creation of an online jewelry customization project. This business plan describes the S company online jewelry customization platform project, Through the internal and external analysis of the company, the use of SLEPT model for external analysis, through the SWOT analysis of the advantages and disadvantages of the platform, where the industry environment opportunities and threats, and then elaborated the unique advantages of the project. For the traditional retail model of jewelers, famous jewelry brands that have opened online stores in Tmall, as well as a number of offline micro-merchants and small customized workshops. The advantage of the project lies in jewelry design online experience consumption. Will develop intuitive APP design operating software and website platform, more convenient than the traditional business model, breaking the space, time, geographical shopping restrictions; In contrast to the traditional industry, which only provides the seller's market for the customer to choose and purchase, the online platform pays more attention to the design of the product by the customer himself and the creation of the buyer's demand. According to the research results, the customer demand and the market segmentation are analyzed. Through the target customer analysis, the consumer demand, purchase motivation and the main factors influencing the customer purchase decision are understood. The STP is used to segment the market. And based on the 4P theory, the pricing strategy and development strategy of the online jewelry platform project of S Company are formulated, and the advantages and disadvantages of other competitors in the market are further understood. At the same time, this business plan also formulates the E-commerce model of S Company, forecasts and analyzes the financial situation in the next five years, and puts forward some countermeasures against the risks that the company may have in the future. A summary is made of the executable nature of commercial projects.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274;F426.8

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