移动O2O平台商业计划书

发布时间：2018-06-28 22:00

本文选题：移动O2O + 商业计划书　；参考：《华南理工大学》2014年硕士论文

【摘要】：不同于传统的“电子商城+物流配送”模式，本论文提出了基于移动终端的“线上购物+到店体验+购物分享”的全新解决方案。消费者通过移动终端下单并完成线上支付，获得电子消费凭证，然后到实体店体验提货，购买后消费者可以分享购物体验，供有共同需求的消费者参考，形成闭环的购物体验。这种模式特别适合需要线下体验的产品及服务，同时给消费者提供双重实惠。一方面是线上订购、支付的便捷，另一方面是就近线下体验的方便。本商业计划书目的对平台的可行性进行分析。本论文从战略分析，市场营销、人力资源、财务分析、风险分析等方面对移动O2O平台进行了全面分析。首先从政治、经济、社会文化、技术环境等方面进行了宏观分析，然后分析了平台所处的行业环境、竞争环境以及自身条件，，最后利用SWOT模型分析，确定了平台“集中化”的战略方向与“差异化”的营销模式。在确定平台的战略定位之后，进行市场营销分析及STP分析，确定了平台立足于珠三角，为主营业务为童装、20-30岁年轻人以及特服的中小鞋服企业服务。依据以上的分析进行4P营销策略规划。接着为了战略及市场营销策略的落地，分析了平台的组织结构、人力投入以及运营等方面。在第六章中对平台未来财务数据进行预测，并进行了较为全面的财务分析。通过分析得出项目所需初始投资为35万元，五年期净现值NPV为1,751,207元，内部收益率IRR为19.67%。最后分析了平台可能面临的技术、市场、管理风险，并作出相应的控制及对策。通过本论文的论证，本平台风险可控，投资是可行的。本商业计划书对于探索移动互联时代、移动O2O应用服务的盈利模式及运营模式具有重要的意义。
[Abstract]:Different from the traditional mode of "electronic shopping mall logistics distribution", this paper proposes a new solution of "online shopping to store experience shopping sharing" based on mobile terminal. Consumers send orders through mobile terminals and complete online payment, obtain electronic consumption vouchers, and then go to the physical store experience to pick up the goods. After buying, consumers can share the shopping experience, for consumers with common needs for reference, forming a closed-loop shopping experience. This model is especially suitable for products and services that require offline experience while providing consumers with dual benefits. On the one hand, it is convenient to order online and pay, on the other hand, it is convenient to experience offline. The purpose of this business plan is to analyze the feasibility of the platform. This paper analyzes the mobile O2O platform from strategic analysis, marketing, human resources, financial analysis, risk analysis and other aspects. First of all, from the political, economic, social and cultural, technological environment and other aspects of the macro analysis, and then analysis of the platform's industry environment, competitive environment and their own conditions, finally using the SWOT model analysis, The strategic direction of centralization and the marketing mode of differentiation are determined. After the strategic positioning of the platform is determined, the marketing analysis and STP analysis are carried out, and the platform is based on the Pearl River Delta and serves the main business for the children's wear 20-30 years old young people and the small and medium-sized shoe clothing enterprises with special clothing. According to the above analysis, 4 P marketing strategy planning. Then, for the landing of strategy and marketing strategy, the organizational structure, manpower input and operation of the platform are analyzed. In the sixth chapter, the future financial data of the platform are predicted, and a more comprehensive financial analysis is carried out. Through analysis, it is concluded that the initial investment of the project is 350000 yuan, the net present value of five years is 1751207 yuan, and the internal rate of return is 19.67 yuan. Finally, the technology, market and management risk of the platform are analyzed, and the corresponding control and countermeasures are made. Through the demonstration of this paper, the risk of this platform is controlled and the investment is feasible. This business plan is of great significance for exploring the profit model and operation mode of mobile O2O application service in the era of mobile interconnection.
【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】：F724.6

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