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2020年WZZ電子商務平臺商業計劃書DOC

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更新時間:2021-8-31

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長期以來,我國目前“小農戶與大市場”的矛盾關系及農產品供應鏈的基礎設施建設 落后,致使單個農戶與市場之間缺乏有效及順暢的連接,分散的小農業主將其生產的農 產品通過“生產者 產地市場批發商 銷地二級批發商 零售商 消費者”的渠道分銷給市 場消費者,導致了我國農產品的流通渠道過長,流通環節諸多不合理等現象。其流通環 節的鏈條同歐美發達國家相比,長度幾乎擴張了一倍,這種過長的流通鏈條,導致的直 接后果是農產品價格居高不下、產品質量安全難以得到有效保障及農產品損耗過大,而 流通環節中過多的產品損耗反過來又再次提高了農產品的價格,形成了難以解開的惡性 循環。 本文是為創建“我做煮”電子商務平臺(以下簡稱“WZZ”平臺)而編寫的商業計劃書。 本綜合應用戰略、營銷、運營、人力資源以及財務等學科的理論知識,全面規劃 “WZZ”平臺的發展方向及運作模式。為明確“WZZ”平臺的戰略思路,本文對影響企業發 展的一般環境因素、行業環境因素和內部環境因素等因素進行分析,找出“WZZ”公司 的關鍵成功因素,最后利用 SWOT 分析模型,選擇企業發展戰略意義與可行性;然后 再對此業務進行市場分析及 STP 分析,依據以上的分析進行 4P 營銷策略規劃;同時, 本文還對“WZZ”平臺的組織結構、薪酬及績效管理等方面進行設計,并對“WZZ”平臺的 經營業務進行財務預測與分析。 經過如上各方面的分析與設計,本文所述的搭建此 B2C 電子商務平臺,通過選定 特定的市場切入點,利用有競爭優勢的采購渠道及良好的物流配送網絡,縮短流通環節 鏈條的長度,以“袖珍型規模,精細化作業”作為指導思想,致力于提供品質優良、價格 適當的農產品給消費者,得知此項目具有一定的社會及經濟意義,對消費者及創業者均 能提供良好的雙贏局面。 關鍵詞,農產品;電子商務;供應鏈;商業計劃書II Abstract For a long term, the contradiction between small farmers and large market and the behindhand infrastructure construction of agricultural products supply chain, have leaded to the lack of effective and smooth connection between the individual peasant households and market. Small scale peasants supply the agriculture products to consumer by this place of “producer wholesalers secondary wholesalers retailers consumers”, which result in lengthy logistics channel and excessive agriculture products price. This paper is a business plan for to create “WZZ” E commerce platform. It has schemed development direction and operation model of this platform by strategy, marketing, HR and finance theoretical knowledge. In strategy chapter, it has analyzed the external and internal environment which will influence enterprise development, and to seek the CSF, at last, choose the enterprise strategy by SOWT model. In marketing chapter, it has concluded the marketing strategy by STP and 4P model. Meanwhile, it has designed the organization structure, payment, performance management system, and analyzed the financial evaluation index of this platform. To concluded, this B2C platform can provide high quality and salable agriculture products by specific market point, competitive purchase channel and excellence logistics distribution network. You may know definitely that this platform has certain social and economic significance, and it can provide good win win situation between Startup and Consumers. Key word ,agriculture products;E commerce;Supply chain;Business planIII 目錄 摘要.............................................................................................................................................I ABSTRACT ...............................................................................................................................II 圖表目錄..................................................................................................................................VI 第一章緒論................................................................................................................................1 1.1 研究背景及意義 ............................................................................................................. 1 1.2 相關文獻研究綜述 ......................................................................................................... 1 1.2.1 關于商業計劃書...................................................................................................... 1 1.2.2 電子商務方面的研究進展...................................................................................... 3 1.2.3 供應鏈方面的研究文獻.......................................................................................... 7 1.3 研究內容及方法 ........................................................................................................... 11 第二章項目發起及戰略分析..................................................................................................13 2.1 項目發起簡述 ............................................................................................................... 13 2.2 “WZZ”平臺投資規模及營運模式................................................................................ 14 2.2.1 “WZZ”平臺投資規模............................................................................................. 14 2.2.2 “WZZ”平臺營運模式............................................................................................. 15 2.3 “WZZ”平臺戰略分析思路............................................................................................ 17 2.4 外部環境分析 ............................................................................................................... 18 2.4.1 總環境分析............................................................................................................ 18 2.4.2 行業環境分析........................................................................................................ 20 2.4.3 競爭對手分析........................................................................................................ 22 2.5 內部環境分析 ............................................................................................................... 23 2.6 競爭優勢及戰略選擇 ................................................................................................... 23 2.7 本章小結 ....................................................................................................................... 25 第三章市場分析及營銷策略..................................................................................................26 3.1 市場分析 ....................................................................................................................... 26 3.2 營銷戰略選擇 ............................................................................................................... 28IV 3.3 目標市場及市場定位 ................................................................................................... 29 3.3.1 目標市場分析........................................................................................................ 29 3.3.2 市場定位分析........................................................................................................ 30 3.4 營銷組合策略 ............................................................................................................... 31 3.4.1 產品(Product)策略................................................................................................. 31 3.4.2 價格(Price)策略 ..................................................................................................... 31 3.4.3 渠道(Place)策略..................................................................................................... 32 3.4.4 促銷(Promotion)策略 ....................................................................................... 34 3.4.5 “4C”理論的應用..................................................................................................... 35 3.5 本章小結 ....................................................................................................................... 35 第四章人力資源規劃與營運管理..........................................................................................36 4.1 職能架構圖及部門職責 ............................................................................................... 36 4.2 管理團隊與管理理念 ................................................................................................... 37 4.2.1 人員需求與管理團隊............................................................................................ 37 4.2.2 公司管理理念與員工文化修養............................................................................ 40 4.3 營運管理與績效考核 ................................................................................................... 40 4.4 本章小結 ....................................................................................................................... 44 第五章投資估算與財務預測評價..........................................................................................45 5.1 項目投入資金估算 ....................................................................................................... 45 5.2 項目收益及費用支出估算 ........................................................................................... 47 5.2.1 環境假設及財務評價原則.................................................................................... 47 5.2.2 收益預估................................................................................................................ 47 5.2.3 成本及費用支出預估............................................................................................ 48 5.3 利潤表、資產負債表及現金流量表預估 ................................................................... 52 5.3.1 利潤表預估............................................................................................................ 52 5.3.2 資產負債表預估.................................................................................................... 53 5.3.3 現金流量表預估.................................................................................................... 54 5.3.4 營運及盈利能力分析............................................................................................ 55 5.4 投資決策分析 ............................................................................................................... 56V 5.5 本章小結 ....................................................................................................................... 57 第六章不確定性與風險分析..................................................................................................58 6.1 盈虧平衡點分析 ........................................................................................................... 58 6.2 敏感性分析 ................................................................................................................... 59 6.2.1 單因素分析............................................................................................................ 59 6.2.2 雙因素分析............................................................................................................ 61 6.3 項目風險概率分析 ....................................................................................................... 62 6.4 項目風險與控制 ........................................................................................................... 63 6.4.1 技術風險與控制.................................................................................................... 63 6.4.2 市場風險與控制.................................................................................................... 63 6.4.3 管理風險與控制.................................................................................................... 64 6.5 本章小結 ....................................................................................................................... 64 結論..........................................................................................................................................65
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