XY公司电商平台商业计划书

发布时间：2018-05-20 11:40

本文选题：电子设计 + 发展战略　；参考：《华南理工大学》2014年硕士论文

【摘要】：XY公司做为一个小微公司，一直以来坚持消费类电子产品的软硬件设计。公司创建伊始，就以为终端客户提供“交钥匙”解决方案做为立世之本。从视频转换类产品做起，在这个细分市场占据半壁江山。时光荏苒，凭借着对消费类数码电子市场4年的深刻理解，以及对客户的耕耘，XY公司拥有了稳定的客户群和出货量。但是，消费类电子产品升级很快，面对快速更新的数码电子市场，只有不断的推出创新的产品才能站得住脚。XY公司新引进了一条产品线，为消费类音频产品。为了满足更多的应用场景下消费者的需求，而且避开XY公司的一直以来不面对最终消费者的劣势。借着电子商务蓬勃发展的东风，XY组建了一个团队，开始运营线上商铺，希望依托自身的设计实力，，抓住市场中细分的机会来实现下游的延伸。最终达到公司产品多元化，自主品牌化的目的。借此壮大公司规模。电子商务作为区别于传统营销市场的特殊存在，给XY公司提供了一个开放自由而有效的平台。本文对XY公司的内部环境资源进行综合梳理，结合XY公司所处的行业现状以及宏观经济环境，采用SWOT分析法找出XY公司以及电子商务发展所面对的优势及劣势以及外部环境所带来的机遇和威胁。并且从XY公司整体的发展战略出发，与公司实际情况相结合，对公司期望建立的电子商务平台进行市场定位，以此为依据制定并选择适合公司电子商务发展的营销战略。即推出明星产品，短时间内覆盖足够的数量，这是一个从无到有的建立一整套的电子商务平台，包括B2C电子商铺，网络推广等一揽子的方案。计划书给出了具体的实施步骤以及时间表，并且对整个电子商务平台做出了周密的风险分析和详尽的财务分析，提出了对各种风险的控制措施，进而保证了整个计划书科学有效的执行。
[Abstract]:XY company as a small company, has been adhering to consumer electronics hardware and software design. From the beginning of the company's establishment, the end customer to provide a "turnkey" solution as the foundation of the world. From video conversion products, in this segment of the market occupies half of the river. Time flies, with a deep understanding of the consumer digital electronics market for 4 years, as well as the efforts of customers XY company has a stable customer base and shipments. However, consumer electronics upgrade very quickly. In the face of rapidly updated digital electronic market, only continuous introduction of innovative products can stand. XY company has introduced a new product line for consumer audio products. In order to meet the needs of consumers in more application scenarios, and avoid XY company has not faced the disadvantage of the final consumer. Taking advantage of the booming e-commerce Dongfeng XY set up a team to start operating online shops hoping to rely on their own design strength to seize the opportunity of market segmentation to achieve downstream extension. Finally to achieve the company's product diversification, the goal of independent brand. In order to expand the size of the company. As a special existence different from the traditional marketing market, electronic commerce provides XY company with an open and effective platform. In this paper, the internal environmental resources of XY Company are comprehensively combed, combined with the current situation of the industry and the macroeconomic environment of XY Company. SWOT analysis method is used to find out the strengths and weaknesses faced by XY Company and the development of e-commerce, as well as the opportunities and threats brought by the external environment. Based on the overall development strategy of XY Company and the actual situation of the company, the market positioning of the e-commerce platform expected by the company is carried out, based on which the marketing strategy suitable for the development of the company's electronic commerce is formulated and selected. That is, to launch star products, covering a sufficient number in a short period of time, this is a set of e-commerce platform from scratch, including B2C electronic shops, network promotion package. The plan gives the concrete implementation steps and the timetable, and makes the thorough risk analysis and the detailed financial analysis to the entire electronic commerce platform, proposes the control measures to each kind of risk, Furthermore, it ensures the scientific and effective implementation of the whole plan.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.63;F724.6

【共引文献】