“全职太太”电商项目商业计划书

发布时间：2018-09-18 07:09

【摘要】：女性消费群体一直以来是中国电商平台的主流消费群体,而据阿里巴巴近年的数据显示,8成的家庭消费支出是由太太军团掌控的,所以说太太军团的决策正最大程度的影响着家庭消费的数量与质量。随着电子商务的快速发展,网上购物已成为大多数人生活的一部分,而电子商务在移动终端的普及下进入又一个高潮,2016年的双11,阿里巴巴平台交易额突破1200亿便是最好的佐证。但是随着电商数量的不断增多,电商平台在市场上也面临着前所未有的竞争压力,所以一个电商平台的良好的发展,必从品牌定位、战略决策、渠道建设、平台架构、用户发展、资本运营及推广宣传等方面全方位考虑,从而使平台能在同类市场或细分市场中脱颖而出,提升消费者对品牌的认可度和忠诚度,全职太太是一个垂直社群类电商创业项目,撰写商业计划书将有助于该项目理清发展运营思路,同时也将为未来战略经营决策提供参考。本文以深圳市通对网络科技有限公司的“全职太太”电商平台项目为背景,以撰写切实可行的商业计划书为基本方式,将MBA学习所学的相关理论融会贯通,并运用科学的方法,以保证商业计划书的科学性和可行性。同时,本文会对“全职太太”电商平台项目的现状、发展规划及平台的商业运营模式做全方位的详细介绍。在论文的撰写过程,为确保计划的切实可行,本人参考了大量的国内外的基础文献,也引用了互联网的行业大数据作为分析依据。在项目的环境分析中,充分运用了PEST分析法对“全职太太”电商平台项目的宏观环境进行了全方位综合分析;针对行业的竞争环境分析,则充分运用波特五力模型的相关理论作为依据。在影响企业发展的内外部环境分析方面,则运用了SWOT分析模型,以帮助企业充分认清自己优势与劣势,为选择适合自己战略决策提供理论依据。在资金方面,项目整体规划筹资3000万,分三个阶段进行分步式实施,预计5年内累积发展用户达100万以上,第5年末年交易额达到2个亿以上。本文旨在综合运用战略管理、市场营销管理、企业运营管理、人力资源等相关学科的理论知识,并结合财务管理的分析方法对该项目运营及投资情况进行结综合分析,对项目的收益合理预测,并对可能出现的风险进行预测与评估,以科学的方式论证“全职太太”电商项目的可行性和风险的可控性,为项目的投资决策和运营发展提供重要的战略依据。
[Abstract]:The female consumer group has always been the mainstream consumer group in China's e-commerce platform. According to data from Alibaba in recent years, 80% of household consumer spending is controlled by the wife corps. So the decisions of the wife's army are affecting the quantity and quality of household consumption to the greatest extent. With the rapid development of e-commerce, online shopping has become a part of the lives of most people, and e-commerce has entered another climax with the popularity of mobile terminals. In 2016, Shuang11, Alibaba platform turnover exceeded 120 billion is the best evidence. However, with the increasing number of e-commerce, the e-commerce platform is also facing unprecedented competitive pressure in the market, so the good development of an e-commerce platform must be based on brand positioning, strategic decision-making, channel construction, platform architecture. User development, capital operation and promotion of all aspects of consideration, so that the platform can stand out in similar markets or segments of the market, enhance consumer brand recognition and loyalty, Full-time wife is a vertical community ecommerce startup project. Writing a business plan will help the project to clarify its operational thinking and provide a reference for future strategic business decisions. In this paper, based on the "full-time wife" e-commerce platform project of Shenzhen Tongyang Network Technology Co., Ltd., taking the practical business plan as the basic way, the relevant theories learned by MBA are integrated, and the scientific method is used. To ensure the scientific and feasibility of the business plan. At the same time, this paper will introduce the status quo, development plan and business operation mode of "full-time wife" ecommerce platform. In the process of writing this paper, in order to ensure the feasibility of the plan, I refer to a large number of basic literature at home and abroad, and cite big data, the Internet industry, as the basis for analysis. In the environmental analysis of the project, the PEST analysis method is fully used to analyze the macro environment of the "full-time wife" e-commerce platform project, and the competition environment of the industry is analyzed. The relevant theories of Porter's five-force model are fully used as the basis. In the aspect of internal and external environment analysis which affects the development of enterprises, SWOT analysis model is used to help enterprises fully recognize their own strengths and weaknesses, and to provide theoretical basis for choosing their own strategic decisions. In terms of funding, the overall project plan raised 30 million, divided into three stages to carry out the step-by-step implementation, it is estimated that the cumulative development of more than 1 million users within five years, the annual turnover reached more than 200 million at the end of the fifth year. The purpose of this paper is to make comprehensive analysis of the operation and investment of the project by using the theoretical knowledge of strategic management, marketing management, enterprise operation management, human resources and other related disciplines, and combining with the analysis method of financial management. Reasonable prediction of project income, and prediction and evaluation of possible risks, in order to demonstrate the feasibility and risk controllability of the "full-time wife" e-commerce project in a scientific way. Provide important strategic basis for project investment decision and operation development.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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