“龙子湖商城”商业计划书

发布时间：2018-06-04 12:36

本文选题：商业计划书 + 电子商务　；参考：《郑州大学》2014年硕士论文

【摘要】：近些年来,随着互联网普及率的提高,物流体系的日趋完善,以及安全电子支付体系的建立,我国电子商务取得了飞速的发展。目前电子商务已渗透到我们生活的方方面面,且出现了众多垂直化、区域性电子商务平台。未来电子商务的竞争,在于市场细分和服务提升。自高等院校大规模扩招以来,高校园区如雨后春笋般出现。高校园区是一块特殊的市场,大学生消费群体稳定且消费意愿强烈,但目前专注于高校市场的电子商务平台不多。基于以上背景,本文制定了“龙子湖商城”电子商务平台商业计划书。龙子湖高校园区位于郑州市郑东新区,目前园区内有华北水利水电大学、郑州航空工业管理学院、河南财经政法大学等十几所高等院校,师生人数将近20万。“龙子湖商城”作为区域性电子商务平台,定位于为龙子湖高校园区内师生提供便捷优质的服务。“龙子湖商城”采用B2C电子商务模式,在项目运营前期商城自营业务有通信运营商业务和3C产品销售,同时引进外部商家入驻提供生活用品销售,待项目成熟后逐步增加服务和产品。“龙子湖商城”同时也采用了020模式。“龙子湖商城”为消费者提供电脑访问和手机客户端访问两种途径,用户可在线浏览、购买、下单,订单生成后由商城配送。支付方式可选择货到付款、刷卡、在线付款等3种方式；同时项目在两所高校建立实体店面,为消费者提供体验、咨询、售后等服务。本文以“龙子湖商城”为研究对象,以商业计划书的形式,运用营销管理、风险管理、财务管理、消费者行为学等理论,对“龙子湖商城”项目的策划、运营、投资、风控等各方面进行详细分析,使投资人对本项目有清晰的认识,从而为项目融资创造条件。本文首先介绍了“龙子湖商城”项目概况,确定本项目提供的商品和服务,并制定了“龙子湖商城”未来5年的发展规划。在环境分析中,本文通过PEST分析了政治、经济、社会、技术等因素；介绍了龙子湖高校园区地理人文环境以及消费环境,对消费者行为作出分析；利用波特五力模型分析了项目的竞争环境,并对项目作出SWOT分析。在以上分析基础上,“龙子湖商城”项目制定了品牌营销、服务营销、关系营销等营销策略组合。第五章为“龙子湖商城”项目制定了组织架构和人力资源规划,详细的运营计划,以及宣传和推广方案。文中最后对“龙子湖商城”项目的财务和风险进行评估。通过数据测算,得出“龙子湖商城”项目风险可控,值得投资的结论。
[Abstract]:In recent years , with the improvement of the popularization of Internet , the improvement of logistics system and the establishment of the security electronic payment system , the electronic commerce in our country has made rapid development . At present , the electronic commerce has infiltrated into every aspect of our life , and there are many vertical and regional e - commerce platforms .

Longzi Lake University Park is located in Zhengdong New District , Zhengzhou . There are more than ten colleges and universities , such as North China Water Conservancy and Hydropower University , Zhengzhou Institute of Aviation Industry Management , Henan University of Finance and Economics , etc . The number of teachers and students is nearly 200,000 .
At the same time , the project has set up an entity store in two colleges and universities to provide consumers with experience , consulting , after - sales services .

In this paper , the author makes a detailed analysis on the planning , operation , investment , wind control and other aspects of the project of " Longzi Lake City " in the form of " Longzi Lake City " as the research object , and makes the investors have a clear understanding of the project so as to create the conditions for the project financing .

This paper first introduces the project of " Longzi Lake " project , determines the goods and services provided by this project , and develops the development plan of " Longzi Lake Mall " in the next five years . In the environment analysis , this paper analyzes political , economic , social and technical factors through PEST .
The geographical and cultural environment and consumption environment of the campus of Longzi Lake are introduced , and the consumer behavior is analyzed .
This paper analyzes the competitive environment of the project by using Porter ' s five - force model , and makes SWOT analysis on the project . On the basis of the above analysis , the project of " Longzi Lake Mall " has developed the marketing strategy combination of brand marketing , service marketing and relationship marketing . The fifth chapter evaluates the financial and risk of the project of " Longzi Lake City " . Finally , the paper concludes that the project risk of " Longzi Lake Mall " is controllable and worthy of investment .
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6

【参考文献】